It’s hard to overstate just how much social media impacts Gen Z’s shopping. Their feeds aren’t just where they’re seeing things they want (though they certainly are) but are morphing into scrollable stores. Everything they see can be purchased with just a few clicks, often without ever leaving the app. YPulse’s latest Ad/Marketing Effectiveness report shows that 59% 13-17-year-olds and 51% of 18-24-year-olds say social media is the last place they saw or heard an ad that made them want to purchase something, beating out other sources of marketing by a long shot. (Second place is streaming service commercials, with just 14% of teens and 19% of young adults reporting that an ad on Hulu, Netflix, etc. is the last one that made them want to buy, to give you an idea.) Many—if not most—of their purchases are being fueled by what they see on social platforms, with our Social/Mobile Marketing report finding 56% 13-17-year-olds and 58% 18-24-year-olds agree, “I shop more often because I see things I want...
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