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On today's podcast episode, we discuss the social media platform that actually gets the most attention from Gen Z, why millennials are losing their native social app, the one boomers are adding to their smartphones the fastest, and more. Tune in to the discussion with host Marcus Johnson and our analyst Paola Flores-Marquez.

Gen Z's podcast listening surges: New study reveals insights into the habits and preferences of this diverse listener demographic.

On today's podcast episode, we discuss whether Snapchat's 鈥淟ess social media. More Snapchat鈥� is working, how concerned folks should be about its slowing user growth, and what to make of its revenue turnaround. Tune in to the discussion with our analyst Minda Smiley.

Thirty-one percent of US adults said social media has a positive effect on their mental health, per YouGov. However, almost as many (30%) feel it has a negative influence. Across generations, millennials are most likely to report a positive effect, while Gen Xers are more likely to cite a negative impact.

On today's podcast episode, we discuss which digital behaviors Hispanic Americans over-index on, how they get their news, and what advertisers should consider when trying to reach and market to these folks. "In Other News," we talk about where in the world people use social media the most and how kids use the internet. Tune in to the discussion with our analysts Matteo Ceurvels and Paola Flores-Marquez.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss the role of the store for the beauty space, Walmart's involvement in this product category, and how TikTok is changing things. Then, for "Pop-Up Rankings," we rank the top three social media trends that have influenced beauty products and how they're marketed. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Carina Perkins.

They also are prolific users of social media, favoring Snapchat, Twitter, and Pinterest more than the general population. 5. They are pretty evenly spread across demographics. While consumers ages 35 to 54 represent the largest share of Prime Day shoppers this year, the number of younger millennials (ages 25 to 34) grew the most.

By comparison, Gen Zers tend to spend about three hours per day on social media alone, while baby boomers typically spend one hour or less doing the same, per McKinsey. Interested in seeing more finserv advertising benchmarks? Industry KPI subscribers can get right to benchmarking performance against over 400+ industry benchmarks; see more here.

This approach taps into her broad social media reach, magnifying the ad's digital presence and appealing to wide audience segments. The increasing involvement of major creators in campaigns underscores the changing nature of marketing, with social media playing a pivotal role in shaping consumer opinions and behaviors.

Gen Z is Pinterest鈥檚 largest and fastest-growing demographic, according to the platform. To cater to its younger consumers, Pinterest is focusing on inclusivity, search, and AI-powered curation. Here are five key stats from a recent Pinterest report on Gen Z and what they mean for brands trying to reach Gen Z consumers across digital channels.

Our take: TikTok's investment strategy marks an ambitious attempt to diversify beyond its core competency in short videos and could prove fruitful given the region鈥檚 demographics and growing digital economy. State-level bans in the US are gaining steam; bans remain on the table in Japan, the UK, Germany, and France.

Another potential factor driving the rise of social display eCPMs is social media鈥檚 younger demographic groups鈥攅ssentially users who are hard to reach on linear TV and, to some degree, on connected TV platforms. On the flip side, rich media eCPMs declined by 2.2% QoQ and 12.6% YoY in Q2 2024, likely driven down by an increase in rich media inventory across a range of platforms.

The best approach depends on campaign goals and audience demographics. Balancing paid and organic social media drives better results. Paid and organic are two sides of the same coin. Organic posts rely on the platform鈥檚 algorithm and a brand鈥檚 or creator鈥檚 audience to drive awareness. Paid social means paying to promote content or run ads.

Not a preferred platform: Facebook has fallen out of favor with younger generations, a key demographic in a crowded social media market. Only 32% of teens use Facebook, per Pew Research, compared with 61% who use Instagram and 63% who use TikTok.

AR/VR continues to evolve as a tool for marketers and retailers to develop deeper consumer engagement. Long-term growth will be helped by AI integrations and demographic shifts. And while gaming is still the top use case, smart glasses are on the rise.

Our take: While Gen Alpha is becoming an undeniably important cohort for the beauty industry, companies should tread carefully when marketing and selling to the demographic. Many products promoted on social media are ill-suited for children鈥檚 sensitive skin, making it imperative for brands and retailers to offer educational resources for both Gen Alphas and their parents to ensure proper use.

Short-form videos remain especially appealing to key demographics like Gen Z, making them an essential part of a complete social strategy. But while short-form excels at grabbing immediate attention, long-form content is generally better at building deep, sustained relationships with viewers鈥攁nd US adult viewing time is already shifting toward long-form formats on platforms like YouTube.