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"There's been a focus on underserved groups as well as some emerging demographic groups like men, Gen Alpha girls, and teen boys.". Influencers are driving the conversation. Beauty brands are using social media and influencer marketing to reach older consumers while staying relevant to younger audiences.

That aligns with TikTok鈥檚 ability to engage and influence these demographics.

Social media is crucial for B2B marketing success. In 2024, B2B marketers are embracing influencer marketing and video, integrating AI, and focusing on the importance of authenticity. B2B marketers can gain insights for enhancing brand awareness, optimizing campaigns, and building meaningful connections with target audiences.

In a time of economic uncertainty and spending pullbacks, shifting attention to target key demographics like Gen Z and Gen Alpha can drive purchases. Social media and YouTube dominate discovery for younger generations and aren鈥檛 vulnerable to spending cuts, making them essential for an effective strategy.

To maximize resource efficiency, marketers should focus on the demographics that spend the most time on social media and are more likely to follow鈥攁nd trust鈥攃ontent creators. Younger consumers are an ideal target, especially as payment brands look to establish relationships that will grow alongside their spending power. Build partnerships across different platforms.

What to make of Australia鈥檚 murky social media ban: Social platforms will lose access to users under 16, prompting marketers to shift strategies.

As part of the campaign, the Calm app will include features tailored to this demographic and offer new Midi patients 50% off a Calm Premium subscription. Why the moves matter: The campaigns foster relationships with customers by demonstrating commitment to consumer health鈥攁nd act as an important strategy catered to audience preferences.

Brands are questioning the value of a million impressions if they don't come from their target demographic. Instead, they're prioritizing meaningful engagement metrics like saves and shares that indicate purchase intent. As private messaging and interest-based communities gain prominence, brands need to rethink how they measure influence.

Our take: Meta will need to carefully balance its political interests with its target demographic to ensure it doesn鈥檛 lose users to other platforms flooding the social media stage. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

But the wealth will extend beyond those giants to places like Pinterest and Snapchat, or even off social media to connected TV (CTV) and retail media. YouTube may have an advantage over Instagram and Facebook due to its younger demographic and focus on entertainment. 鈥淓very time I talk to Gen Z or younger, what I hear is 鈥業 will absolutely never go to Instagram,鈥欌�� said Enberg.

Better audience targeting with the launch of Audience Insights could help protect the social media platform. TikTok says its new filters and capabilities help brands find user interests, aggregate audience information, and bring audience personas to life. Filters include:. Age demographics (18鈥�24, 25鈥�34, 35鈥�44, 45鈥�54, and 55+). Gender. Language.

If the platform鈥檚 demographics were inversed and it overindexed with older users, the company would be even more of a niche player鈥攊f that.

Declining sentiment among Hispanic consumers has led to fewer 鈥渂eer occasions,鈥� Constellation CEO Bill Newlands said on the company鈥檚 Q4 earnings call鈥攁 particular problem since the demographic accounts for half of its business.

Brands that fail to embrace this demographic risk significant financial and reputational consequences. Conversely, initiatives like NBCUniversal and Telemundo's investment in Spanish-language Super Bowl rights stand to win (Hispanic viewership of the game has grown 51% since 2021). Hispanic consumers are a young cohort鈥攁nd brands will be advertising to them for decades to come.

Social network user growth is stalling in Western Europe. Marketers should look toward changing platform dynamics, particularly among generational cohorts, to best manage their social media strategies.

Advertisers on platforms like TIkTok can tap into passionate fan communities alongside TikTok鈥檚 younger demographics for more targeted campaigns. Advertisers should capitalize on real-time sports moments that generate high engagement and are culturally relevant, positioning brands within trending conversations at the intersection of sports, entertainment, and social media.

The advertising options also point to the importance of social networks in driving connections with consumers, particularly younger demographics. Gen Zers are more than twice (42%) as likely than the average consumer (20%) to buy holiday gifts directly through social media in 2024, per a May 2024 survey from Basis Technologies and GWI.

The update adds a sponsorship section and dedicated Creator Profile within Twitch鈥檚 Creator Dashboard that helps creators introduce themselves to sponsors through features like introductory text, top categories, featured clips, and viewership and audience demographic metrics. Twitch also partnered with stream management service StreamElements to facilitate streamer and sponsor connections.