As Gen Z and Millennials actively engage with an average of six social media platforms, YPulse’s TikTok Effect trend research shed light on a pivotal revelation—over eight in 10 young consumers agree: “I go to different social media platforms for different reasons.” So while brands are competing for their divided attention on each, it’s important to know exactly what young people want to see when they open an app. For brands, this means that content can’t be one-size-fits-all across platforms—being entertaining, wholesome, product-forward, or offering inspiration fits best on some more than others. When we ask 13-39-year-olds in our latest Social Media Monitor report what their main reasons are for visiting each platform (for eight of their most used platforms) it’s clear that each one serves a different purpose for them: The main reason they visit TikTok, Snapchat, and Facebook is for entertainment TikTok, Snapchat, and Facebook emerge as young social media users’ go-to platforms for entertaining content. From the quick, engaging videos on TikTok to the real-time updates...
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