TikTok’s hold on the social media industry is impossible to ignore: The video app and other visually oriented platforms thrive with key demographics.

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.

Over 500 million people in Europe will use social networks monthly in 2022—with more than half hailing from Central and Eastern Europe. Facebook will remain the largest platform, but its lead is shrinking as Instagram and TikTok expand.

TikTok is the fastest-growing social platform amid slow overall social network user gains in the UK. Facebook remains the dominant force, but as its user base ages, its grip will begin to slip.

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.

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.