Young consumers spend an average of 4 hours a day on social media by their own estimations—and Gen Z is spending even more time on platforms than Millennials. But not every social media space is equal in their eyes or serving the same purpose. Social media is the key to reaching these generations, but so is understanding what each platform is providing and what is expected from brands in these spaces. YPulse’s Social Media Deep Dive trend research is looking closely at the most popular social media platforms, digging into all aspects from what platforms are most entertaining to which is starting the latest trends. Understanding social starts here.