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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.

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.

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.

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.

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.

"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.

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.

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.

OptimizeRx鈥檚 Micro-Neighborhood Targeting tool can detect potential pharma product consumers down to the ZIP code level by pairing de-identified medical data with demographic, behavioral, social determinant, and media preference data. Pharma ads can then be delivered in the relevant ZIP-9 or ZIP+4 postal service code areas. GenAI automates review processes, saving time and reducing compliance errors.

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.

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

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.

That means almost 34.4% of the UK population will be making direct purchases through social media platforms this year, signaling mainstream adoption of social commerce as a legitimate shopping channel beyond traditional ecommerce. Instagram and TikTok dominate fashion inspiration.

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.