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Social Media Is Entertainment First for European Tweens

European tweens are growing up using social media as an entertainment hub, not one to make their own life updates on…

Written and Edited by the YPulse Editorial Team

Apr 9 2024
Western Europe

KEY TAKEAWAYS

Looking for entertaining content is the main reason European 8-12-year-olds are visiting social media platforms
Brands can compete with their favorite influencers by making their own fun video content
Only 20% of European tweens visit social media to post their own content—evidence of a growing trend for young gens

YPulse’s recent Western European Tween Study shows a whopping 88% of European 8-12-year-olds are on social media. In turn, this demographic is already well exposed to what brands post online. But knowing exactly what motivates European tweens to visit the platforms they use is crucial, because it’s not what drove gens like Millennials onto Facebook. Since TikTok became a heavy lifter in the industry, social media at large operated a shift from nurturing connections to providing entertainment. This was definitely the focus of YouTube first, too, but has breached Instagram, Twitter, and more since. YPulse research now shows most tweens,...