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Just 16% of social media users worldwide use the platform for product discovery, compared with 61% who use Instagram and 60% who use Facebook, according to data from Sprout Social and Cint. Just 5.5% of marketers worldwide use X for influencer campaigns, compared with 58.9% who use TikTok and 35.2% who use Instagram, per Influencer Marketing Hub.

The number of social network users in the US will tick up 1.7% YoY this year, while adult users will see almost 2% growth. But time spent on social networks among adult users will peak this year, meaning the battle for engagement is on.

Payment providers and retailers are trying to forge closer relationships with creators and influencers to capitalize on the blossoming industry. Stripe partners with companies like X (formerly Twitter) and Clubhouse to help them build payment solutions for creators on their platforms.

Which obviously, so we tend to associate TikTok with young folks, but I think that there's a big conversation of the role of influencers in diversification and beauty, but particularly with older people, there's this stereotype that influencers are not older people. But Facebook is a big platform for influencer marketing, we have a lot of influencers who are specifically older people influencers.

Explain financial products and services on YouTube, invest in influencer marketing through TikTok, and offer pithy advice via Instagram. Invest first in the mobile experience. Iterate on an app at the pace Gen Zers expect. Follow with improvements to the omnichannel: Enable the mobile banking app to facilitate interactions with bankers, ATMs, and customer service representatives.

Social platforms like TikTok and Instagram position influencers in a way that makes marketing feel organic, rather than hard-pitch advertising. Online shopping is universal, but there are differences in where and how each demographic group shops. Online shopping has an adoption rate of at least 78.9% among internet users of every generation, gender, and race/ethnicity.

Social: Gen Zers turn to recommendations from trusted friends, family, and even influencers. The study found that 73% of Gen Zers watch influencer videos, and shop their recommendations 41% more than the general population. Build greater brand loyalty as your consumers scroll. Gen Zers seek out discovery and delight鈥攁nd are naturally drawn to experiences they can share.