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The driving force behind this growth is Gen Z, a mobile-first demographic that hasn鈥檛 yet developed fixed habits around online shopping. In a June survey, the No. 1 reason Gen Z consumers made their most recent social media purchase was because they found a product they liked. TikTok鈥檚 discovery-first approach meshes with how Gen Z approaches commerce, said Canaves.

Here鈥檚 how you can achieve success with shopping ads no matter which social media platform you advertise on:. Step one: Define your target audience. To create and run successful shopping ads, you need a solid strategy that considers the demographics, preferences, and behaviors of your potential customers at each stage of their buying journey: awareness, consideration, and decision.

This lets teams test prices dynamically across products, locations, or demographics鈥攚ithout having to risk harming the bottom line. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

How Instagram, Discord, and other social media platforms balance teen attention with parents鈥� concerns. The Weekly Listen: The most significant 2023 trends, interacting with Gen Alpha, and the meta-commercial. Move over kids, 鈥榢idults鈥� are the new demographic shopping the toy aisle. Yesterday鈥檚 Chart of the Day: Stablecoin toss.

The big picture: Brands are sticking with TikTok for now thanks to its unique potential to drive sales and boost awareness among key demographics. But uncertainty about the app鈥檚 future coupled with recent changes to seller fees and incentives could hurt its ability to onboard smaller sellers and effectively challenge Amazon.

Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, historical trends, and country-specific demographic and socioeconomic factors.

GenAI can produce marketing content including emails, images, and social media posts much faster than a human marketer. It can segment and microsegment audiences to ensure the marketing they鈥檙e receiving is as relevant as possible, thereby driving sales and engagement. How easy is it to implement?

Retailers and brands should deliver seamless, personalized experiences across all potential touchpoints, including email, social media, websites, mobile apps, and in-store. Examples of hyper-personalization in action.

Methodology: Estimates are based on the analysis of survey and web traffic data from research firms and regulatory agencies, historical trends, and demographic adoption trends.

Companies will increasingly seek middle ground between inclusion goals and stakeholder pressures, potentially creating new frameworks for workplace diversity that emphasize broader concepts of belonging over specific demographic targets.

With its engaged user base, especially among younger demographics with high purchase intent, and an evolving suite of performance-driven tools, Pinterest stands as an underrated but compelling choice for diversifying digital ad strategies.

That鈥檚 not surprising given the amount of time they spend browsing social media: 44.3% of 18- to 34-year-olds in the UK spend over 3 hours a day on social media, per our October 2023 survey with Toluna.

However, advertisers should avoid complete divestment from TikTok, which maintains massive reach and will continue to be popular among key demographic groups, like Gen Z.

US Gen Z users will reach 21.1 million this year, a 13.6% increase from 2023, making them the platform's fastest-growing demographic. Our forecast has LinkedIn's global ad revenues reaching $7.31 billion this year, with double-digit growth for the next three years. The platform has also introduced new ad formats, including Thought Leader Ads and in-stream video ads, to appeal to more advertisers.

In our survey, this demographic was evenly split between buying new clothing from third-party retailers online, in stores, and from brands online. For the youngest Gen Zers (ages 15 to 17), retailer stores were the top channel. Millennials take the lead on social shopping.

Don鈥檛 confine yourself to one demographic. Case study: Camp Chef worked with Rakuten to target female shoppers for outdoor grill sales via performance marketing on paid search, paid social, and display advertising. Using Pinterest data, the companies found interest overlap with female sports and outdoor goods buyers at Patagonia, REI, and lululemon athletica.

May ad updates from Google, YouTube, Meta highlight AI, social media, and retail media opportunities. Yesterday鈥檚 Chart of the Day: One fad Apple. Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.

Issuers may want to tweak their offerings to help consumers remain financially stable, especially for demographics that are more at risk, like Gen Zers and households with children. This article originally appeared in Insider Intelligence's Payments Innovation Briefing鈥攁 three-times-weekly recap of top stories reshaping the payments industry.

Unlike traditional TV, which requires a broader approach to audience strategy, connected TV allows advertisers to target specific ideal audiences based on criteria like demographics, interests, and even behaviors. Beyond that, connected TV campaigns are fully measurable, allowing advertisers to track metrics like impressions, conversions, and even return on ad spend (ROAS). CTV Success Stories.

How TikTok has changed the social media landscape. How ByteDance and Meta are responding to a possible TikTok ban. Is the creator economy cooling? Yesterday鈥檚 Chart of the Day: ChartGPT. Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, historical trends and demographic adoption trends.

The embattled social media platform formerly known as Twitter emerged as a surprisingly strong platform for social attention, outperforming Instagram (28.9), Pinterest (23.7), TikTok (21.1), Snapchat (21.1), and others. X鈥檚 strong performance, despite its smaller size, suggests that it can be an effective platform for reaching specific audiences and demographics.

Tailoring campaigns to specific demographics is key. Sources. Edison Research. GSMA. Pew Research Center.

Messaging surrounding tariff-driven price increases should differ depending on a brands鈥� core demographics. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

This article made me think of the main story that we discussed last week, basically talking about how social media is really morphing into entertainment, which is then morphing with the larger world of entertainment. And whatever the baseline is here that they're looking at, I think the through line really is that video consumption and media consumption is getting shorter and shorter.

News content had 鈥渕inimal effect鈥� on both Gen Z consumers and moms, despite being considered more sensitive demographics. Plus, publishers are a highly trusted source among consumers, creating opportunities for RMNs to partner with them on product reviews or roundups. 3. Off-site inventory. RMNs can partner with publishers to expand off-site ad inventory.