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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.

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.

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.

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.

"We really don't go after the big influencers or social media celebrities," said Patel. "We go after the everyday person who is naturally creating content, and those moments become a source of inspiration for their community.". Strengthening creator bonds.

The 18-to-24-year-old age group will reach 22.8 million users by 2029, while the 25-to-34-year-old cohort, which represents older Gen Z and younger millennials, will lead all demographics with 34.6 million users.

With Discord ranking behind competitors like Instagram, TikTok, and Snapchat in social media adoption. One 2024 estimate suggested that only 18% of US teens and adults used it frequently鈥攎obile Video Quests could make the platform more attractive for advertisers. The move could also help Discord monetize non-gaming audiences by courting brands looking to reach younger demographics.

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.

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.

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.

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.

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.

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.

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.

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.

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.

The follower base of finfluencers matches many firms鈥� target customer demographic. As more consumers turn to social media for financial advice and recommendations, banks and other financial institutions can learn from their techniques. Nearly half of all CMOs expect to increase their spending on influencer marketing in 2023, per a recent Gartner survey.

Retailers should lean into social media to drive private label brand awareness among Gen Z audiences. Among the 15-to-27 cohort in our Path to Purchase survey, social media was just as important as physical stores in driving product discovery. Retailers should leverage TikTok, in particular, to reach this demographic, as it is already home to creators who share value-oriented finds. Among them:.

YouTube may be the dominant video platform on the internet, but Instagram remains one of the most-used social platforms, especially among a similar demographic to TikTok鈥檚. Forty-four percent of US teens and adults said they use Instagram, per Edison Research. Excluding minors, YouTube鈥檚 largest demographic in the US is ages 25 to 34.

And Instagram has emerged as the most likely replacement for TikTok among younger demographics. Nearly half (47%) of 12- to 34-year-olds said they鈥檇 use Instagram more often in place of TikTok if the latter were banned in the US, per a January 2025 Edison Research survey of TikTok users, making it the clear front-runner.

But with Snapchat鈥檚 ad blunders and lagging monetization capabilities, it鈥檒l be difficult for the platform to convince advertisers to shift spend away from social media giants like Meta and TikTok and invest more heavily in Snap based on its attention abilities alone.

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.

Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies; the growth trajectory of major gaming sites; historical trends; internet and mobile adoption trends; and demographic adoption trends.

Video and social media are driving influencer engagement. LinkedIn is the dominant platform for B2B influencer marketing, with short-form videos and podcasts delivering high ROI. Social media enables brands to work with influencers for thought leadership and industry discussions. Events are amplifying influencer impact.