Paris, December 21 — It seems that one social network is not enough. And for good reason.
Although Gen Z and Gen Y use more than one social platform, they don’t switch to them for the same reasons, according to research, the content these users consume on TikTok, Instagram, YouTube, Facebook, Pinterest, Snap Most wanted to see on chat and twitter.
On average, Generation Z and Millennials use six social networks.
According to YPulse*’s “TikTok Effect” trend report, 84 percent of young users say they switch to different platforms for different reasons.
Some 81 percent even said they don’t want to see the same content on all social networks and 65 percent dislike it when a social network copies another platform in terms of functionality.
Still, social networks have all the features designed to promote online commerce, and are not offensive to young users.
Whether on Instagram (52 percent), YouTube (43 percent), Facebook (41 percent) or Pinterest (50 percent), consumers want to discover content about brands and products. In fact, Metta has doubled the growth of shopping on its social networks.
Influencers confirm their place of pride on social media. Young users surveyed said they want to discover content from these platforms, particularly TikTok (58 percent), Instagram (55 percent), YouTube (53 percent), Pinterest (32 percent) and Twitter ( 35 percent).
Celebrities are also widely followed and searched on all platforms, including TikTok (49 percent), Instagram (63 percent), Facebook (32 percent), Pinterest (25 percent). , their influence on Snapchat (30 percent) is confirmed. and Twitter (48 percent).
Additionally, 54 percent of young consumers surveyed in YPulse’s “Celebrities and Influencers” report said they have already purchased a product based on a celebrity recommendation online.
While influencer content abounds on YouTube and celebrities rule Twitter, users on Facebook are more likely to find content from their families. On Instagram, meanwhile, it’s content from friends that surveyed social media users want to see the most.
Humorous memes are highly liked on TikTok (66 percent), and the most sought-after content on all other platforms include: Instagram (51 percent), YouTube (42 percent), Facebook (43 percent), Pinterest (26 percent); Snapchat (31 percent) and Twitter (45 percent).
Young consumers also pay attention to the way brands communicate, with 49 percent wanting them to offer humorous content.
*YPulse study of more than 1,500 consumers ages 13-39 in the United States and Canada. – ETX Studio
