Over the past few months, YPulse has seen multiple brands completely rethinking their social media presence—sometimes even creating entirely new accounts—to mirror what they think Gen Z wants to see. Instagram quietly launched its own “finsta,” @notfit4main, following Gen Z’s years-long habit of posting more casually for a smaller, private audience. Without heavy promotion, the account aimed to build an inner-circle feel, featuring posts from employees and even celeb cameos, only for those who discovered it organically. Then Apple leaned into Gen Z’s absurd, inside joke humor for its MacBook Neo campaign on TikTok, as opposed to their usual polished marketing. They posted TikToks like lemon FaceTiming a lime and used Dakota Johnson’s viral “I’m obsessed with limes” audio to advertise the colorful launch. (Both videos received a bunch of engagement!) YPulse knows Gen Z prefers when brands go beyond traditional ads and finds more personal, entertaining ways to connect with them—and social media can, of course, play a big role in that relationship. YPulse’s Brand Loyalty data shows...