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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.

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.

Brands can now reach consumers based on behavior and intent, not just demographics. This drives more meaningful shopper engagement through conversation and context. Conversion driven by conversation. The collaboration marks a broader shift in how advertisers approach relevance.

The retailer achieved that shift by leaning into social media and influencer marketing to reach its target demographic, as well as investing in ecommerce, closing underperforming stores, and opening more off-mall locations. The plan: Abercrombie鈥檚 results reflect a retailer that has executed well on the Always Forward Plan it mapped out in 2022.

Snapchat should also highlight its strength among younger demographics. The platform maintains strong penetration with Gen Z, a key source of digital buyer growth. While platforms like Instagram also have millions of Gen Z users, Gen Z represents over 50% of Snapchat鈥檚 user base鈥攚hich isn鈥檛 the case for Meta platforms.

Gen Z and millennials shift to social media: Both cohorts prefer TikTok and Instagram over traditional search engines.

This dual achievement is particularly notable as competitors Ulta and Target lost share with the crucial Gen Z demographic during the same period. 5. Ben & Jerry's. Ben & Jerry's earned the fifth spot as the ice cream brand seeks investors to separate from parent company Unilever amid disagreements over politics and social issues.

That customer, in this case, is a younger demographic that approaches party planning as a more collaborative activity. 鈥淭he first place consumers look when they go into a group cart is to see what everybody else has added,鈥� said Danker. This helps avoid duplicates and encourages a natural sense of contribution.

Organic marketing is experiencing a comeback on social media. The resurgence is due to trends like community-building and social search that are helping brands resonate with audiences.

How social media fits into the marketing mix for smaller firms: We look at the ways four community and regional financial institutions are humanizing their brands on social media鈥攖urns out everyone鈥檚 on Facebook鈥攁s well as through other channels.

BuzzFeed鈥檚 BF Island aims to redefine social media with AI-driven creativity. But in a market dominated by giants, will it be a fresh start or just another failed pivot?

Analyst insight: 鈥淭he consumer base, especially Gen Z shoppers, will abandon brands that fail to deliver on social commitments,鈥� said demographics analyst Christina Obolenskaya. 鈥淚t isn鈥檛 enough for brands to hop on to marketing trends during Black History or Pride Month鈥攚ider racial and gender-inclusive efforts need to be year-round considerations.鈥�.

Marketers can address rising cancer rates in younger people by creating educational campaigns on digital channels such as social media where these folks spend a lot of time and frequently encounter health information.

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.

According to the CreatorIQ survey, marketers prioritize engagement rate over audience demographics and follower count when selecting creators. Those with high engagement and moderately sized audiences often deliver more cost-effective, authentic connections. CMOs are investing in long-term influencer relationships that drive sustained impact. DSW treats creators as brand partners.

Yet shoppable media on retail and news websites hasn鈥檛 proven to be popular with any demographic. Consumer sentiment around shoppable media. QR codes in TV ads are the most familiar type of shoppable media.

Time spent on social media by US users is set to plateau in 2025. But there are substantial differences in how different age groups spend time on social platforms.

Creators need to entice varying demographics across platforms鈥攏ot all vertical video viewers want TikTok-esque content. Business as usual for marketers: Most marketing firms are proceeding with TikTok partnerships and continue to invest in TikTok integrations despite the looming ban, per CNBC. President Donald Trump told Reuters on Sunday, 鈥淲e have a lot of buyers. There鈥檚 huge interest in TikTok.

When Southwest Airlines announced they were charging for bags, Amtrak posted on X, 鈥淕uess we鈥檙e the only ones doing free baggage now.鈥� The post, followed by more info on Amtrak鈥檚 baggage policy, is an example of what Amtrak senior manager of social media Nicolle Lopez calls its infotainment strategy, designed to educate and entertain at the same time.

As US users flee to RedNote, Duolingo reports a 216% jump in Mandarin learners, proving social media loyalty trumps language barriers.

Instagram is the third most-used social media platform among US teens, with an average daily usage of 0.9 hours, trailing behind YouTube and TikTok, per Gallup. Facebook's daily engagement among teens is significantly lower at 0.3 hours, indicating that the platform is less popular with the younger demographic compared with other social platforms.

Affiliate marketing resonates with younger demographics, particularly Gen Z and millennials, who actively engage with affiliate content on social media and exclusive discount sites. These cost-conscious consumers are more inclined to explore affiliate links and promotional offers, giving brands an effective way to reach this growing market.