TL:DR: Social media is where ads still breakthrough for Gen Z, but not equally; YouTube is the top platform where ads are capturing Gen Z’s attention, and that attention is driving purchases among Gen Z consumers more than other platforms. But what does that mean, and why does it matter?
Social Media Reigns
To capture Gen Z’s attention, every second counts. Social media is by far the top place they last saw or heard an ad that made them want to buy something, beating out every other source including ads on streaming services, video games, and music platforms. But since every penny of ad spend counts, it’s vital to understand exactly which social platform is grabbing Gen Z’s attention.
How do retailers reach Gen Z on social? And the answer is: Gen Z watches ads on YouTube more than any other social platform.
As YPulse has said before, while young consumers may spend time across nearly every major app, every platform has its own strengths—and that includes its ability to capture Gen Z. Some apps are simply better at getting Gen Z to stop scrolling, pay attention, and actually remember what they just saw. And more often than not, those are the same platforms inspiring them to make a purchase. The brands that understand this have a much better chance of breaking through the noise.
Gen Zs are already in a discovery mindset when they’re on social media. YPulse’s Social Media Behavior data shows 72 percent of 13-17-year-olds and 69 percent of 18-24-year-olds browse through social media to find things they want to buy—earning that attention can be the first step toward earning their purchase.
YPulse’s YouTube Effect trend report looks at exactly which platforms’ ads 13-39-year-olds are most likely to pay attention to. Our data reveals which platforms give brands the greatest opportunity to earn attention—and the answer may surprise you, because it’s not TikTok.
YouTube Is Top Choice
YPulse’s YouTube Effect trend data shows it is the top social platform where 13-24-year-old social media users will actually pay attention to ads. Part of that comes down to how Gen Z uses the platform. Unlike social feeds, where it’s easy to swipe past sponsored posts in a split second, YouTube’s pre- and mid-roll ads naturally command more attention. Viewers often have to watch at least part of an ad before getting to the content they clicked on. And if that ad is entertaining, many won’t mind sticking around for the rest. Plus, YouTubers (Gen Z’s favorite content creators) often blend ads into their content as skits or with more personality than a standard script, making Gen Z even more likely to actually watch—and like—the ads they see.
For brands, campaigns on YouTube offer unmatched flexibility. The platform is unique in that it succeeds with Gen Z through videos in both short-form vertical and long-form horizontal formats, placing it on phones and big screens. Whether it’s a 15-second short or an hours-long podcast, there are advertising opportunities for everyone. platforms influencing Gen Z’s purchases, and 74 percent of 13-24-year-olds are interested in buying something directly from a post or video on the platform.
Likely another reason that Gen Z is paying more attention to YouTube ads is that the platform is one of their OG destinations for product discovery. YouTubers have consistently shared recommendations for years, building loyal Gen Z audiences who use their affiliate codes and run to them for reviews. So, it’s not even necessarily a pre-roll ad alone that’s getting Gen Z to consider opening their wallets. A product featured in a creator’s favorites video or an in-depth review will easily put Gen Z in the mindset of discovering and purchasing something new from their favorite creators.
Want to know what else Gen Z is paying attention to? Book a YPulse demo and see the data for yourself.
