Move over, millennials: The new kids in town, Gen Z, have claimed the crown as most sought-after demographic for brands. With their deep digital nativity and social influence, this generation is making its mark on society and brand strategy.

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.

The metaverse, and its video-game-like dynamic, has the potential to entice an increasingly sought-after younger demographic. Currently, the largest demographic group of Facebook users are between the ages of 25 and 35, per Hootsuite. Teen time spent on Facebook has also declined 16% YoY, per internal Facebook documents obtained by Bloomberg. Breaking down the pivot to Meta.

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.