It’s no secret how much Gen Z loves TikTok: it’s the top platform both teens and young adults say they can’t live without according to YPulse data. But that doesn’t mean it’s their only app. Gen Z is actually using an average of six platforms, each serving its own purpose—and this gen looks for different kinds of content and accounts on every platform they visit. The reality is there’s not a singular all-in-one platform that covers all their needs, and their love for TikTok doesn’t mean they aren’t using other social media. Brands need to be present across platforms and tailor their content to fit each, especially when YPulse data shows TikTok is not the top platform young people are seeking brand content. To better understand which platforms actually matter most to Gen Z, for YPulse’s Social Media Behavior survey, we ask 13-39-year-olds which social media platform could they not live without—and why.* Our data shows that when they could name any social platform they “need” to survive, young...
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