Gen Z isn’t using every social media app in the same exact way. Even though platforms constantly borrow features from each other—think TikTok-style Reels on Instagram or X-style text forums on Threads—Gen Z often approaches each app with a specific purpose in mind, and those reasons come from the emotional connections they have with them. TikTok is where they go to unwind, enjoying quick laughs and content that feels relaxing to engage with. On the other hand, YouTube is where they go for a reliable source of entertainment, one that’s comforting thanks to the creators they’ve known all their lives. Knowing which platforms resonate emotionally—and which ones don’t—can help brands launch campaigns that feel authentic on the platforms that matter most to Gen Z. That’s why YPulse asks how they really feel about the platforms they use every day. We’ve asked this question many times before, but we know the ways platforms are viewed evolves as content does, too. In YPulse’s Social Media Behavior survey, we asked 13-39-year-olds to...
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