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Teen Screen Dreams: Decoding the Future of Social Media
Let's dive into the turbulent seas of teenage social media trends, where the Pew Research Center's latest survey serves as our navigational chart. This isn't just a collection of dry statistics; it's a vibrant tapestry of teenage life, woven with the threads of YouTube, TikTok, Snapchat, and the fading colors of Facebook and Twitter (now X). Let's embark on a journey
through this digital landscape, as fluid and unpredictable as the sea itself. YouTube stands as the Colossus of this realm, with about nine in ten teens paying homage to its vast repository of content. It's not just a platform; it's a cultural phenomenon, where teens find everything from educational videos to the latest viral crazes. TikTok and Snapchat, the other two musketeers in this story, have carved out their own kingdoms. TikTok, with its short-form, captivating videos, is like a digital pied piper, leading 63% of teens in its merry dance. Snapchat, with its ephemeral messages, is a digital canvas for 60% of teens, allowing them to paint their daily lives in strokes of snaps and chats. Facebook, once the emperor, now
watches its empire erode. From a lofty 71% teen usage to a humbling 33% in 2023, it's a tale of lost youth. What happened? Did Facebook become the digital equivalent of the dad at the disco, trying too hard to be cool? Or did it simply not keep pace with the rapid evolution of teen tastes? Twitter, rebranded as X, isn't faring much better. Its decline is less steep but no less significant, marking a shift in the social
media winds. Perhaps X marks the spot where relevance used to be. The survey paints a picture of teens almost umbilically attached to these platforms. Nearly one in five teens is on YouTube or TikTok 'almost constantly'. It's a digital heartbeat, pulsing with likes, shares, and comments. Snapchat and Instagram are the daily diaries for about half of
the teens. Facebook, however, is like the old diary found in the attic - visited by a nostalgic few. The survey also highlights the colorful mosaic of teen usage patterns across gender, race, and ethnicity.
The Pew Research Center's survey uncovers a striking gender divide in social media usage among teens. Teen girls are leading the charge in the realm of TikTok and Snapchat. A robust 66% of teen girls
report using Instagram, outpacing their male counterparts at 53%. This trend extends to other platforms as well: girls are more engaged on BeReal, TikTok, Snapchat, and even the beleaguered Facebook. On the flip side, teen boys show a marked preference for platforms like Discord (34% vs. 22% for girls) and Twitch (22% vs. 11%). This gender-based divergence in platform preference underscores the different ways in which teen boys and girls interact and express themselves in the digital
world.
The survey also highlights significant variances in social media usage across racial and ethnic lines. Eight out of ten Black teens are TikTok users, a figure that stands noticeably higher than the 70% of Hispanic teens and 57% of White teens on the same platform. Interestingly, Black teens are also more likely than their Hispanic or White counterparts to use Twitter. In the case of WhatsApp, Hispanic teens lead the way, indicating a
preference for this messaging platform over others. This data points to nuanced differences in how various racial and ethnic groups utilize social media, reflecting broader cultural and community-based trends.
Economic background plays a significant role in shaping teens' social media habits. Facebook, for instance, sees higher usage among teens from lower-income households (45%) compared to those from households earning more than $75,000 annually
(27%). This trend is inverted when it comes to TikTok, where 71% of teens in lower-income brackets use the app, versus 61% in the highest-income households. This pattern suggests that economic factors can influence not only access to technology but also the choice of platforms, perhaps due to varying cultural values and social circles.
Age is another critical factor in teens' social media preferences. Older teens (ages 15 to 17) are more
inclined towards platforms like Instagram, Snapchat, Facebook, Twitter, TikTok, and Reddit compared to their younger peers (ages 13 and 14). This suggests a maturation in social media use as teens grow older, moving towards platforms that offer more nuanced and diverse forms of engagement. For instance, while 68% of teens aged 15 to 17 use Instagram, this percentage drops to 45% among the 13 to 14 age group.
A notable finding of the survey is the
near-constant presence of teens on these platforms, cutting across gender, race, ethnicity, and income levels. Approximately one-third of teens report using at least one of the major social media sites 'almost constantly'. This trend is particularly pronounced among Black and Hispanic teens, with a higher percentage of them reporting near-constant internet usage compared to White teens. This highlights a generation that is not only digitally savvy but also deeply integrated with their online
environments, regardless of their background.
In considering the implications of Pew Research Center's findings, we stand on the brink of a future where today's teenage trends are tomorrow's mainstream norms. As we peer into this digital crystal ball, several key predictions emerge, shaping the landscape of marketing, content creation, and social interaction.
The stark shift
in platform popularity among teens signals a seismic change for marketers. Platforms like YouTube, TikTok, and Snapchat, thriving with creative and dynamic content, are fertile grounds for innovative marketing strategies. Brands aiming to connect with the next generation of consumers must pivot towards these platforms, harnessing their unique features to craft messages that resonate with a young, tech-savvy audience.
The content landscape is
set for a revolution. The dominance of video-centric platforms like YouTube and TikTok suggests a future where short, engaging video content reigns supreme. Content creators must adapt to this format, telling compelling stories in brief yet impactful snippets that cater to the dwindling attention spans and preference for visual media among teens.
The diverse usage patterns across different demographics – gender, race, ethnicity, and income
levels – underscore the need for more inclusive and varied content. Future social media content must reflect this diversity, offering a spectrum of perspectives that resonate with a broader audience.
While giants like YouTube and TikTok dominate, there's a growing trend towards niche platforms. Apps like BeReal, Discord, and Twitch, each with their unique appeal, suggest a future where teens diversify their online presence across a wider array
of platforms. This fragmentation presents both a challenge and an opportunity for those looking to engage with these audiences.
Finally, the near-constant online presence of teens points to a future where digital interactions are seamlessly woven into the fabric of daily life. Brands and content creators must navigate this always-on culture, finding ways to be part of the ongoing digital conversation without overwhelming their audience.
As the digital landscape continues to evolve, driven by the whims and preferences of a new generation, the only certainty is change. The future of social media, much like its current state, will be dynamic, unpredictable, and endlessly fascinating. For those willing to adapt and evolve, it holds endless possibilities.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
🎥📊 YouTube's dynamic landscape is your playground for brand engagement! Video Reach Campaigns (VRC) just upped its game, now offering in-feed and Shorts alongside in-stream ads in Google Ads. Combine this with Google AI magic, and you've got more reach and efficiency in one package. 🚀✨ In tests, going all-in on these formats meant 54% more reach at 42% lower CPM. 😲💰 Bayer rocked it by choosing
VRC for Efficient Reach, diving into in-feed, in-stream, and Shorts ads to make comfort a priority. Their head-to-head showed multiformat is the champion, delivering 30% more reach at a 45% lower CPM. 🥇💊 #YouTubeMarketing #MultiformatMagic
🕵️♂️🎮 Epic Games triumphs over Google in an antitrust battle! The U.S. federal jury sided with Epic Games, accusing Google of stifling competition in the Android app market to
rake in massive profits from its Play Store. 📱💰 This legal blow could foreshadow more turbulence for Google in its search and ad-tech domains. Epic Games, the daring plaintiff, brought the lawsuit in 2020, alleging that Google's dominance allowed it to squeeze excessive profits from app developers. 🎉📊 Google, known for its 30% developer tax, is under scrutiny for potentially quashing potential rivals and restricting innovation. Epic Games celebrated the victory, while Google is
preparing to appeal the verdict. 🎮📈 #EpicVsGoogle #AntitrustBattle 📈💰 Perion Network makes a power move into the programmatic digital out-of-home (DOOH) realm, acquiring Hivestack Inc. for $100 million in cash upfront and a potential additional $25 million through an employee retention and performance-based plan. Hivestack's international DOOH platform, catering to major brands and agencies worldwide, will
complement Perion's extensive digital advertising portfolio. With clients like DraftKings, BMW, and HBO in their roster, Perion plans to leverage the synergies between Hivestack's tech and their existing solutions to provide a comprehensive, end-to-end offering in the advertising landscape. CEO Tal Jacobson is eyeing more inorganic growth opportunities to continue Perion's impressive financial performance. 💥🌍 #PerionPowerMove #DOOHExpansion 🍕🍕 Papa John's is shaking up its marketing game! They've appointed The Martin Agency as their national creative agency of record and Carat U.S. as their national media agency of record, following a review process that started in August. Both agencies pitched insight-driven strategies to boost Papa John's relevance and appeal, improve audience targeting, and create buzz. Papa John's CMO, Mark Shambura, is excited about these partnerships that prioritize
diversity, equity, inclusion, and "people-based marketing." Carat U.S. will handle media buying and planning, while The Martin Agency will craft a strategic marketing vision spanning TV, online video, digital content, and more. 🎉📺📊 #PapaJohnsMarketing #PizzaRevamp
📊🛍️ The ad-tech industry often gets bogged down in technicalities, but the core goal is simple: connecting brands with the right consumers for personalized and impactful
experiences. Yet, in a dynamic advertising landscape filled with variables, such as the rise of retail media networks (RMNs), things can get complicated. RMNs, owned by retailers, offer direct engagement opportunities, but not all verticals are equally invested. The automotive and travel sectors have been cautious, launching their own RMNs to capitalize on first-party data and compete. Challenges include fragmented strategies, measurement uncertainty, and the selection of the right
partners. RMNs must focus on helping brands, not forcing them, by providing value, simplicity, and interoperability. Universal measurement is the key to attracting more investment in RMNs. 📈🏬 #AdTechSimplified #RetailMediaNetworks
"AI" has done it again! For the second time in six years, it's been crowned the ANA Marketing Word of the Year. 🎉 Why, you ask? Because it's
everywhere, reshaping our marketing and business landscape, and everyone's buzzing about it. 🌐💬 From its incredible potential to its looming existential questions, AI is both a game-changer and a conversation starter. Generative AI's disruptive power is undeniable, and if you're not on the AI train, you risk being left behind in the ever-evolving marketing realm. 🚂🤖 So, here's to AI, the word that's taken the marketing world by storm once more! 🥂📈 #MarketingWordOfTheYear
📺 Tucker Carlson, the controversial former Fox News host, is venturing into the streaming world with "Tucker Carlson Network" (TCN). For just $9 per month (or $6 for early birds), subscribers gain access to his interviews, videos, films, and a lineup of five new shows. Plus, a weekly Q&A and the chance to probe Carlson's mind with your burning questions in his "personal inbox." This move follows his departure from
Fox News and his brief stint on X. With a history of interviewing polarizing figures, including Alex Jones and former President Trump, and a seemingly fickle relationship with his political allegiances, Carlson's TCN promises to be a rollercoaster of content. 🎢📹 #TuckerCarlsonNetwork #StreamingVenture
🚀 Andrea Prosperi takes the helm as Regional Director, Italy for global digital marketing powerhouse
Jellyfish. With over 15 years of digital expertise, including a decade at Google, Andrea's promotion marks a pivotal moment in Jellyfish's Italian journey. Their plans for 2024? More growth, an expanded team, and a series of exciting events to shape the industry's future. 📈🌟 From data and analytics to AI innovation, Jellyfish is set to make waves in the Italian market. 🌊🇮🇹 #Jellyfish #DigitalMarketing #ItalianExpansion
Elon Musk, the maverick behind X Corp. (aka Tesla), is knocking on the Supreme Court's door 🚪🏛️. He's got a beef with restrictions on his Tesla tweets, claiming it's a First Amendment faux pas 📜🚫. The deal? In a 2018 SEC settlement (over some iffy tweets), Musk agreed to lawyer-check his Tesla tweets before hitting send 📲👨⚖️. His lawyers are now like, "Hold up, that's free speech censorship!" 🗣️🚫. Musk's worried about getting slapped with fines
or worse for unapproved tweets 🚨💬. Despite earlier court thumbs-downs, he's hoping the Supreme Court will give his tweet freedom the green light 🤞🚦.
Linear TV isn't ready for retirement yet! 📺👵 23andMe, the DNA-decoding experts, are channel-hopping back to traditional TV, despite the digital dazzle. 🧬🌐 They're airing their "Hero Gene" tales during big events like the Macy's Parade. 🎈🐕 It's all
about sharing unbelievable customer stories that just can't be contained in the digital sphere. 📖💥 Despite a budget trim, they're sticking with TV's wide reach and charm, especially when digital gets murky with privacy updates. 🕵️♂️🛡️ Meanwhile, they're still playing the field with YouTube, Facebook, and even TikTok. 📱💃 It's a media mix-and-match, juggling the old-school cool of TV with the snazzy new world of online ads. 📺✨🌍
In the CTV
(Connected TV) universe, it's not just about catching eyes; it's about catching clicks and sales! 💸📺 Marketers are on a mission for measurable results, making CTV a "performance channel" 🎯. But here's the plot twist: tracking who watches what and then buying stuff (hello, retargeting!) is tougher than solving a Rubik's cube 🧩🚫, thanks to tech hiccups like vanishing cookies 🍪💔 and Apple's privacy play 🍏🔒. Agencies and tech wizards are conjuring up new spells (think partnerships
and first-party cookie magic) to keep the ad alchemy alive 🎩✨. Meanwhile, brands like Rumpl are dipping their toes in CTV's waters, lured by promises of digital-style results tracking 🏊♀️💻. The big question: Will 2024 be the year CTV becomes the performance marketing superstar? 🌟🤔 Only time (and maybe a few more tech tricks) will tell! ⏰🔮 (DIGIDAY)
Disney is shaking up the streaming world 🌍📺 by rolling out "Hulu on
Disney+," a mash-up more epic than a superhero crossover! It's like Disney decided to throw a house party 🎉 and invited Hulu to crash with its own flashy room. Subscribers can now mix and match their binge-watching menu, whether they're craving a Disney+ original, a Marvel adventure, or Hulu's spicy dramas 🎬🍿. This move is like a dream come true for advertisers, offering a buffet of ad spaces 📈💰. Bob Iger, Disney's head honcho, is like a proud chef serving up this streaming feast,
boasting about increased engagement and juicier margins 🍽️🤑. And let's not forget Disney's $8.6 billion splurge to fully own Hulu - talk about putting your money where your mouse is! 🐭💸
🚀🎮 "Lego Fortnite" is here! A groundbreaking collaboration between Lego and Epic Games, this game ups the ante with a gigantic digital world, 20 times larger than "Fortnite: Battle
Royale." 🌍 Imagine building with 10,000 digital Lego bricks! 🧱 Lego's not just playing games; they've been mastering this since '97 with hits like "Lego Star Wars." 💫 With this Epic (Games) partnership, they're leveling up, merging Lego's building blocks with Fortnite's gaming giant. It's like mixing peanut butter with chocolate - a delicious combo for gamers and Lego lovers alike! 🎉💻🤖
🚀 Verizon's
masterstroke in the streaming wars: a $10/month deal for Netflix and Max, but with a twist – it's ad-supported! 📺 It's a bold move in the "Great Rebundling" saga, as mobile carriers (with their mammoth subscriber numbers) are giving traditional MVPDs a run for their money. 🏃♂️💨 The plan? Bundle streaming with other services like 5G broadband. 🌐 It's a clever "pay-less-and-watch-ads" strategy that could make ad-supported tiers the new norm, shaking up the streaming landscape. 🤔💡
For competitors, it's time to rethink strategies and possibly embrace the ad-loving bundle train. 🚂🌍 (ALAN WOLK)
🚀 Atlas Creative dives into the Roblox realm, led by new director Alex Graham-Watson, signaling a big shift in the metaverse brand game! 🎮 This strategic move, aiming to create immersive worlds for brands in Roblox, challenges Fortnite's market position. With Roblox's robust brand ecosystem and Atlas's expertise in
creating virtual experiences, they're set to capitalize on the platform's higher brand activation rate and user engagement. 🌐 It's a smart play, potentially inspiring more Fortnite studios to follow suit, as the race to dominate the metaverse heats up. 🔥🌟 (DIGIDAY)
🚀 Google's on a spree! GA4's got a refresh with a 28-day data window and strict event data retention; watch your analytics! 📊 Real-time review updates in multiple languages mean
quicker ranking changes. 🔄 2024 brings AdMob's programmatic bidding, but mind the cookie consent! 🍪 And crypto advertisers, mark Jan 29 for mandatory US certification. 📜 Google's keeping us on our toes! 🕺💻
🚀 Meta's AI adventure is a mixed bag! They're launching cool AI tools for better mobile interactions and integrated Facebook and Instagram features, plus a safety initiative, Purple Llama. 🛡️ But, their Imagine image generator can't
quite keep up with the likes of Dall-E. 😕 Meanwhile, Google's Gemini Pro faces backlash over performance issues and allegations of a misleading demo, reminding us that AI's road to perfection is still filled with bumps. 🤔💻🚧
🤝📱 Meta teams up with Dentsu for a WhatsApp upgrade! Dentsu, with its savvy customer-experience arm Merkle, is now the go-to for WhatsApp Business in the UK. They're offering a full
package: account management, analytics, and optimization tools. This move taps into the huge base of 200M+ monthly WhatsApp Business users globally. Since its 2018 launch, the app's been a hit for small businesses to chat in real-time with customers, offering deals and updates. A Meta study reveals a whopping 75% of adults prefer messaging businesses like friends. Dentsu's plan? Blend AI advancements with Meta's apps for innovative media and brand activation solutions. And guess what? Dentsu is
the first global agency network to bag the title of WhatsApp Business Solution Provider. Angela Tangas of Dentsu highlights the trend towards easy, conversational customer-brand interactions, aiming to deepen customer engagement through this integration. 💬🚀 #WhatsAppBusinessEvolution #DentsuMetaPartnership #ConversationalMarketingBoost
🚀📧 esbconnect boosts its team with a new
star player! Ross Lafayette, a former pro footballer turned adtech expert, joins as Sales and Partnerships Director. He's bringing his digital solution skills to help UK's top brands with first-party data strategies. This move comes as esbconnect, known for its data-driven email marketing, gears up for growth post-management buyout. They're already big in the game, managing campaigns for 600+ clients with a massive UK email database. In this cookie-less world, email's becoming the MVP
of customer data. CEO Suzanna Chaplin is excited about Ross turning client needs into wins. He's got a cool background too, balancing a 15-year adtech career with scoring goals in football! At esbconnect, he'll be helping clients like HelloFresh and Ted Baker to connect with customers across devices using their cutting-edge platform. Here's to Ross scoring big in the digital marketing league! ⚽️💼 #RossLafayetteJoinsEsbconnect #DataDrivenMarketing
#EmailMarketingGoals
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