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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.

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.

The TV and CTV disconnect likely comes down to demographics and competition from other media. Younger consumers have abandoned TV much faster than older generations, and marketing dollars have followed them. But the money leaving TV isn鈥檛 automatically going to CTV: Much of it appears to be flowing to social media or other digital ad channels.

Given how much teens鈥� problematic social media use has been in the news this year given platforms' legal woes, the controversy over youth targeting adds another layer of concern, especially for reputation-conscious advertisers.

Dupe culture holds strong appeal on social media. As bargain-seeking shoppers look for a compromise between maintaining self-care and cutting back where they can, interest in lower-cost dupe brands is gaining ground. Aiming to duplicate the quality of more expensive products, brands like e.l.f. Cosmetics are partnering with social media influencers鈥攁nd consumer interest has spiked.

. #8: Social media. What fueled interest: As one of the top ad spending categories, social media is central to marketing strategies. But at the same time, it鈥檚 a sector full of change and challenges that requires consistent monitoring to maximize performance. 2024 was the year Instagram expanded its creator marketplace and tested unskippable ads.

Your FI could be sending an unwelcome message to customers and prospects if stock images reflect only demographics that don鈥檛 include them. FIs seeking a diverse client base should ensure they portray diverse ages and backgrounds in the customer testimonials and photos on their websites. Is it too salesy?

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.

Overall social media/messaging usage in Canada was 97.1%, slightly ahead of the US (96.7%). When asked about using any of the specific social media sites (respondents were asked if they used any of the 49 named services), the usage rate was 95.2%. Messaging service usage was 90.2% (respondents were asked if they used any of the 17 named services).

The differences among demographic groups were more pronounced in digital audio streaming than for video streaming. A large divide was evident between the youngest age cohort (ages 16 to 24) and the oldest (ages 55 to 64), between high- and low-income households, and between urban and rural dwellers. Social media adoption was nearly universal, at 95.2%.

鈥淏rands will focus on connecting with audiences through shared values and beliefs, crafting campaigns that go beyond demographic targeting to create deeper, more authentic connections,鈥� he said. One way to do this is through in-person events and activations.

Prestige beauty sales have gained the most ground thanks to social media (particularly TikTok) generating interest among younger demographics, relatively widespread distribution through both online and store channels, and the elevation of beauty routines and self-care trends during the pandemic.

Nearly half (45.5%) of its audience is the coveted Gen Z demographic, ages 12 to 24. In many ways, TikTok has become the center of the internet for this generation. It鈥檚 where they go to be entertained, keep up with news, search for products, and make purchases.

Florida will ban anyone younger than 14 from having a social media account starting next year, with the onus of compliance placed on platform owners. Why it matters: Younger users represent a critical demographic for advertisers, and sensitive content filters aren鈥檛 perfect.

There wasn鈥檛 much variation in viewership rates among different demographic groups. TV usage across gender, age group, income, and household location was fairly consistent, pointing to the format鈥檚 pervasiveness in China. Music streaming鈥檚 88.6% penetration rate made China No. 1 in the world. That was a gain of 12.0 percentage points YoY.

Rather than locking in on one athlete, brands should look for a group of athletes whose followers overlap with their intended demographic and whose posts exhibit an affinity for the brand鈥檚 category. 鈥淭hese may be athletes that you haven't heard of, but their audience has certainly heard of you or has an affinity for the product or the industry which you serve,鈥� Lawrence said.

While legacy display formats may be a cost-effective way to hit reach metrics, there is also a chance that consumers in certain demographic groups may be tuning them out. Ad blocking is an industrywide problem. Don鈥檛 make it worse. The rise of ad blocking is, on some level, a tragedy of the commons.

Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies; the growth trajectory of major social networks; historical trends; internet and mobile adoption trends; and country-specific demographic and socioeconomic factors.

A titan of video: YouTube straddles the lines of streaming, digital video, and social media, trumping rivals across several sectors and commanding more than $40 billion in worldwide ad revenues. Even as time spent with media growth begins to taper off, digital video鈥檚 share of those minutes is increasing, setting YouTube up for continued success.

Social commerce sales are continuing to rise steadily, reaching $82.82 billion in the US next year, per our forecast. But it鈥檚 getting harder to convert new buyers. Here鈥檚 how retailers can encourage more social media purchases and boost their social commerce sales.

Sephora targets Gen X shoppers with latest product launch: The beauty retailer is sharpening its appeal to beauty consumers over the age of 40, who spend more on prestige products than any other demographic.

Gen Z feels better than millennials about its relationship with social media: But while platforms are popular brands among teens, data shows they can have negative mental effects.

Big themes included the evolution of the creator economy, advancements (and hesitation) around AI, and marketing across shifting channels and demographics. Key Question: What were the key takeaways from South by Southwest (SXSW) 2025 for brands and marketers?