Nell Shapiro, CEO and founder of Kibou, shares how she reimagined the diaper bag brand’s go-to market strategy by leaning into Facebook Groups, Pinterest, and virtual touchpoints to build brand awareness and reach its target demographic. Watch Industry Voices, a conversation between Nell and Marissa Coslov, vice president of business development at Insider Intelligence, in celebration of Women’s History Month.

Facebook is the network with the largest constituency, at 54.1% among Hispanics—nearly identical to the 53.5% figure for the total population. Differences emerge when one looks at social networks whose user base skews young and, hence, is more a match for the Hispanic population. Morning Consult’s July 2020 polling identified 45% of Hispanic adults vs. 30% of total adults as Snapchat users.

Although Facebook technically prohibits children under 13 from creating profiles on its apps, the company’s own research has shown 81% of US parents claim their children begin using social media between ages 8–13. Young users are Instagram’s fastest-growing demographic, which presents Facebook with an enticing solution to its shrinking growth opportunities.

Facebook. A focus on demographics, and specifically reaching younger viewers who don’t watch traditional TV as much as older generations, underpins Facebook’s sports video strategy. In a guest column for Sportico, Facebook director of sports league and media partnerships Rob Shaw wrote: “The industry is at a crossroads.