According to an American report, more than 80% of young people use different social networks for different reasons. The YPulse Social Media Monitor report looked at the main reasons why young users aged 13 to 39 in the USA and Canada visit Instagram, TikTok, Facebook, YouTube, Snapchat, X (Twitter) and Pinterest. Each social network serves its own purpose, and young people have a multitude of social platforms at their disposal, which they use according to their needs.
The data reveals that young people turn to TikTok, Snapchat and Facebook for entertaining content. Gen Z is more likely to use TikTok for entertainment, while Millennials prefer Instagram. Authentic, positive, and touching content is popular on TikTok, Snapchat, and YouTube, and young people also use YouTube and TikTok to watch tutorials and learn something new, such as the many beauty trends on TikTok.
Pinterest remains a model of inspiration for interior design and finding hobbies and travel ideas. X (formerly Twitter) is the number-one social platform where North Americans aged 13 to 39 keep up to date with current events. Instagram is popular for keeping up with favorite influencers and celebrities.
The report also emphasizes the importance for brands to adapt to the most popular content across platforms in order to better reach potential consumers, or even specific generations. TikTok, Facebook, and Instagram are delving into online shopping, although buying products is among the least popular reasons for going to these platforms. However, users are more interested in using social platforms for finding new products and brands. Nearly a third of young people say they use Instagram for finding new products and brands, while the same number are using TikTok for this purpose.
The source of the data is the YPulse Social Media Monitor survey of 1,489 people aged 13 to 39 in the USA and Canada from Sept 26 to Oct 5, 2023.
