Types of content Gen Z and Millennials look for most on different social networks

ONE social network is not enough, it seems. And for good reason. While Gen Z and Gen Y use multiple social platforms, they don’t go to them for the same reasons, according to research highlighting the content these users want to see most on TikTok, Instagram, YouTube, Facebook, Pinterest, Snapchat and Twitter.

On average, Generation Z and Millennials use six social networks. According to the “TikTok Effect” trend report from YPulse, 84 per cent of young users say they go to different platforms for different reasons.

Some 81 per cent even say that they do not want to see the same content on all social networks, and 65 per cent dislike it when a social network copies another platform in terms of functionality.

Yet, social networks have all developed features to boost online commerce, and this is far from displeasing to younger users. Whether on Instagram (52 per cent), YouTube (43 per cent), Facebook (41 per cent) or Pinterest (50 per cent), users want to discover content about brands and products. Indeed, Meta has doubled down on developing shopping on its social networks.



Influencers confirm their pride of place on social media. The young users surveyed said they wanted to discover content from these figures, particularly on TikTok (58 per cent), Instagram (55 per cent), YouTube (53 per cent), Pinterest (32 per cent) and Twitter (35 per cent). Celebrities are also widely followed and sought after on all platforms, confirming their influence on TikTok (49 per cent), Instagram (63 per cent), Facebook (32 per cent), Pinterest (25 per cent), Snapchat (30 per cent) and Twitter (48 per cent). Moreover, 54 per cent of young consumers surveyed in YPulse’s “Celebrities and Influencers” report said that they had already bought a product based on the recommendations of an online celebrity.

While influencer content rides high on YouTube and celebrities rule on Twitter, users on Facebook are more likely looking for content from their families. On Instagram, meanwhile, it’s content from friends that the social users surveyed want to see most.

Humorous memes are much more sought after on TikTok (66 per cent), and are among the most sought-after content on all other platforms: Instagram (51 per cent), YouTube (42 per cent), Facebook (43 per cent), Pinterest (26 per cent); Snapchat (31 per cent) and Twitter (45 per cent). Young users are also attentive to the way brands communicate, with 49 per cent wanting them to offer humorous content.

NST



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