PARIS, December 21 – One social network is not enough, it seems. And for good reason.
Although Gen Z and Gen Y use many social platforms, they do not go to them for the same reasons, according to research that shows the topics that these users want to see most of TikTok, Instagram, YouTube, Facebook, Pinterest, Snapchat and Twitter.
On average, Generation Z and Millennials use six social networks.
According to the “TikTok Effect” report from YPulse*, 84 percent of young users say they go to different places for different reasons.
Some 81 percent say they don’t want to see the same content on all social networks, and 65 percent disagree when a social network copies another platform for performance.
However, social networks have developed all the features to increase online commerce, and this does not appeal to young users.
Even on Instagram (52 percent), YouTube (43 percent), Facebook (41 percent), Pinterest (50 percent), users want to find information about brands and products. Yes, Meta has doubled down on developing traffic on its social networks.
Fans express their pride on social media. The young users surveyed said they want to find information from these figures, especially on TikTok (58 percent), Instagram (55 percent), YouTube (53 percent), Pinterest (32 percent) and Twitter (35 percent) .
Celebrities are also the most followed on all platforms, confirming their influence on TikTok (49 percent), Instagram (63 percent), Facebook (32 percent), Pinterest (25 percent), Snapchat (30 percent) and Twitter (48 percent).
Additionally, 54 percent of young consumers surveyed in YPulse’s “Celebrities and Fans” report said they have purchased a product based on the recommendation of an online celebrity.
While influencer content is increasing on YouTube and celebrities on Twitter, users on Facebook are looking for information from their families. On Instagram, meanwhile, the comments from friends are what social users want to be researched.
Funny memes are the most searched on TikTok (66 percent), and some of the most searched topics on all other platforms: Instagram (51 percent), YouTube (42 percent), Facebook (43 percent ), Pinterest (26 percent); Snapchat (31 percent) and Twitter (45 percent).
Younger users are also paying attention to the way brands communicate, with 49 percent wanting to deliver a humorous message.
*YPulse survey of over 1,500 users ages 13-39 in the United States and Canada. — ETX Studio