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Our user forecasts for Facebook, Instagram, TikTok, Snapchat, X, and Pinterest in Canada highlight an expanding platform mix increasingly divided by age demographics.

The news: Banks shouldn't use a single marketing strategy for all young people鈥擬illennials (born 1981-1996) and Gen Z (born 1997-2012) have distinct financial behaviors. Millennials, shaped by economic uncertainty, seek stability and pragmatic digital tools, valuing expert advice. Gen Z, digital natives, demand effortless speed, are influencer-driven, and focus on immediate experiences, often skeptical of traditional banks. Our take: Marketing must be tailored. For millennials, emphasize trust, reliability, and security for long-term goals, offering expert education. For Gen Z, highlight speed, flexibility, and convenience through engaging, short-form content on platforms like TikTok, utilizing influencers to build rapport.

Believe it or not, the year is already halfway over. For advertisers, it's been a whirlwind with economic upheaval, massive AI adoption, Google upending search, and working hard to understand Gen Z. Oh, and remember when TikTok went dark for a weekend?

Not everyone gets news from creators and influencers. But alternative voices, especially podcasters, hold a lot of sway over key demographics, including Gen Z, men, and consumers who feel marginalized by mainstream media.

On today's episode, we discuss whether social media in the future will become less social or if it will go away altogether, what the streaming wars' battle royale looks like, how easy it would be to replace Twitter and TikTok, how people think their demographics are portrayed in ads, the fight for the car screen, where Americans have moved in the last 10 years, and more. Tune in to the discussion with our director of reports editing Rahul Chadha, analyst Blake Droesch, and vice president of Briefings Stephanie Taglianetti.

TikTok and Instagram are the leading social media platforms for product discovery. And Gen Zers were more than twice as likely to turn to TikTok when researching a product compared with non-Gen Z shoppers (42.5% vs 16%). Gen Z digital buyers have the highest rate of social commerce adoption among all generations.

The news: Instagram and TikTok are working on plans to develop connected TV (CTV) apps to mimic the success of YouTube鈥檚 big-screen push, per The Information. Our take: Advertisers may be hesitant to spend on placements before user adoption is proven. TikTok and Meta should prepare for initial losses and, to ensure a robust content pipeline for TV, introduce new simple editing tools or financial incentives to help creators optimize vertical posts for the horizontal big screen.

Jones Road Beauty, founded by Bobbi Brown, has built an authentic presence across age demographics on TikTok. 鈥淏obbi Brown got on TikTok and she spoke to people in a very authentic, real way,鈥� said Canaves. 鈥淭hey can see her, they can see her products, they can relate to her. And it鈥檚 not just the consumer who鈥檚 in her demographic, but it鈥檚 the younger consumer as well.鈥�.

While YouTube remains the go-to livestream choice for key demographics like Gen Z, competitors like TikTok and Twitch aren鈥檛 far behind. YouTube鈥檚 new format could convince advertisers that, despite YouTube鈥檚 tough competition, it鈥檚 ultimately the best source for livestream ads. Marketers don鈥檛 view livestreaming as the most effective content type within influencer programs.

TikTok is mainstream. Adult TikTok users will spend 18 minutes daily on the platform in 2024, per our forecast鈥攁 number that has steadily risen since its blockbuster 2020. Longer video lengths have fueled some of that increase, as have a greater variety of activities on the platform. For example, almost twice as many TikTok users report regularly getting their news on the site than they did in 2020.

TikTok will see healthy user growth this year in the US, even as its future remains unclear. User time spent on the app is falling YoY, but it still leads other social networks. However, it鈥檚 facing more competition from Instagram and YouTube.

Amtrak tends to cater its approach to platforms based on demographics. Facebook skews older. TikTok, younger. 鈥淚f we want to talk about a new sales promotion, it might look like seven different messages across each platform,鈥� but the overarching storyline will remain the same, Lopez said. But making educational content entertaining is important regardless of age group or platform.

TikTok boosts movie success: The platform drives theater attendance and ticket sales, especially among younger audiences.

TikTok. They are picking up TikTok, which is unexpected because even millennials don't pick up TikTok at the same rate. And so this year, we saw a 12% increase in Baby Boomer TikTok users, and we can expect to see another 11% increase in the next. And so I want to be clear that we're still talking about a pretty small amount of the population, about 9 million or so, so about 13% of Baby Boomers.

Are millennials pulling away from Amazon? While they were the one demographic group whose Prime Day spending dropped year over year, they continued to spend on other retailers鈥� sites.

Gen Z is Pinterest鈥檚 largest and fastest-growing demographic, according to the platform. To cater to its younger consumers, Pinterest is focusing on inclusivity, search, and AI-powered curation. Here are five key stats from a recent Pinterest report on Gen Z and what they mean for brands trying to reach Gen Z consumers across digital channels.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss the role of the store for the beauty space, Walmart's involvement in this product category, and how TikTok is changing things. Then, for "Pop-Up Rankings," we rank the top three social media trends that have influenced beauty products and how they're marketed. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Carina Perkins.

And then when we think about in particular within the demographic makeup of that US Hispanic population with about 60% of Hispanics being of Mexican origin, and we look at say that TikTok usage or that over indexing a bit on TikTok, that harks back to the fact that in Mexico, TikTok is now the number two platform per social media usage there ahead of Instagram.

Reaching consumers starts with knowing who they are. That means understanding consumer demographics, media and search behaviors, and ad consumption habits. Here are five charts to help you get to know your customers.