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, who haven’t known socials without TikTok, are online for the fun factor rather than for posting their own content or checking on celebrities. YPulse asks European 8-12-year-olds what the top reasons they visit social media platforms are, among nine options from “posting content” to “finding new products or brands.” (Because trust us, they’re aware of brand content as part of online shopping.) Their answers show that for European tweens,...
- Article
