To capture Gen Z’s attention, every second counts. Social media is by far the top place they last saw or heard an ad that made them want to buy something, beating out every other source including ads on streaming services, video games, and music platforms. But since every penny of ad spend counts too, it’s vital to understand exactly which social platform is grabbing Gen Z’s attention. As YPulse has said before, while young consumers may spend time across nearly every major app, every platform has its own strengths—and that includes its ability to capture Gen Z. Some apps are simply better at getting Gen Z to stop scrolling, pay attention, and actually remember what they just saw. And more often than not, those are the same platforms inspiring them to make a purchase. The brands that understand this have a much better chance of breaking through the noise. And because so many are already in a discovery mindset when they’re on social media—YPulse’s Social Media Behavior data shows 72%...