Young people are constantly bombarded with new platforms, while still trying to keep up with the OGs. But recently, a few apps have been making noise that have eyes looking away from TikTok (or people talking on TikTok). While it’s hard to break through Gen Z’s list of favorites these days (just remember BeReal’s peak), YPulse’s Social Media Playbook highlights that brands should still be aware of smaller platforms and their potential. While they may not prove to have the same longevity as giants like Instagram, they could still be a buzzy enough moment for brands to join while they’re hot. In our Social Media Monitor report, we ask young people if they feel the need to get on a new social media platform the moment they hear about it, and the majority tell us they’d rather wait for the app to get more popular. But ultimately, 84% of Gen Z and Millennials tell us they go to different social media platforms for different reasons, meaning brands shouldn’t ignore...
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