Gen Alpha’s digital world is built around YouTube, gaming, and creator-led content. This report examines how early immersion, platform controls, and shifting norms are reshaping engagement as the cohort approaches adolescence.

Discord is preparing for its IPO; its youthful, highly engaged communities signal rising advertiser interest in participatory platforms as alternatives to feed-driven social media.

Australia has enacted the world’s first nationwide ban on social-media accounts for anyone under 16, forcing platforms like TikTok, Instagram, YouTube, and Snapchat to remove underage users or face major penalties. Policymakers and researchers will study the effects on mental health, offline behavior, and migration to unregulated platforms—insights that could influence US policy, where similar proposals are already gaining traction. For advertisers, the implications are significant: removing millions of teen users would constrict future reach curves, shift youth attention toward gaming-adjacent spaces, raise competition for compliant inventory, and complicate early brand-building. Australia’s experiment may foreshadow US market disruption.

The news: Facebook is promoting its Pokes feature in an effort to increase user engagement. Pokes—a mainstay feature of the early Facebook experience—are regaining popularity, prompting Facebook to make it a more central part of the user experience, per TechCrunch. Users can now track their “Pokes count” with friends, essentially a streak, on top of a dedicated Poke button added to Facebook profiles. Our take: Meta relies on Facebook for the lion’s share of its ad revenues. While Pokes may seem to be a low-stakes experiment, re-engaging younger users is a high-stakes battle, and even small features can tip the balance if they create sticky user habits.

The news: Despite global cuts in ad budgets, several companies are diving head-first into their own ad offerings to diversify revenues. HP is reportedly pitching HP Media Network, an ad network highlighting laptop and desktop ads. The move includes ads on HP computers and apps, offsite ads, placements in social and email campaigns, and a free ad-supported TV service. Our take: Introducing ad offerings isn’t necessarily a lost cause—but knowing how to position new ad products is key to succeeding in a time when advertisers are increasingly hesitant to invest without measurable results.

The news: Tech company Hewlett Packard (HP) is reportedly pitching HP Media Network, an ad network focused on laptop-targeted ads and desktop streaming, per Adweek. HP Media Network will sell ads that show up on HP computers and apps, and will promote its first-party data to give adtech firms access to offsite ads. Our take: HP’s launch could capitalize on growth in the desktop and laptop ad market—but the company needs to prove its offerings as distinctly beneficial compared with competitors, or risk falling victim to advertisers’ concerns over investing in new offerings as budgets are slashed.

Gen Zers continue to overtake millennials in several prominent digital activities and platforms, including social commerce, podcasts, and Instagram.

Discord tests “Discord Orbs” to reward users for ad interaction: A broader rollout could prove successful at driving action among key demographics.

Discord’s platform is built for participation, not passive content: Brands face high standards—and high rewards if they succeed.

Discord facing lawsuit for allegedly harming minors: The case is far from the first time Discord and other platforms have faced similar scrutiny.

It's been a year since the messaging app Discord launched its own reward-based ad format called "Quests" for PC and game console users, and they're ready to celebrate its success.

Gaming opportunities for advertisers flourishing: IAB PlayFronts unveiled insights into how marketers can meet gamers where they’re at.

This year’s festival highlighted a maturing creator economy, a reality check for AI, and bigger and bolder brand activations and marketing trends.

Their ROOST initiative could pressure platforms to adopt stronger protections, reshaping digital safety and providing brand-safe environments for advertisers.

Digital gaming is popular across generations. But Gen Zers and millennials are more likely to game on multiple platforms, seek community around the hobby, and pass the habit on to their children.

"In 2025 we are going to see brands think community-first,” according to Jennifer Quigley-Jones, CEO of Digital Voices. One place they will do this is on Instagram Broadcast Channels, the one-to-many messaging feature that allows users to directly engage with followers. As of last week, subscribers of the exclusive direct messaging (DM) channels can now communicate with the creators and brands they follow, similar to how they might use Discord or Patreon.

Platforms owners like Meta and Snap face scrutiny over data exploitation and child privacy laws. Regulatory action could disrupt their ad-based profits.

Organic marketing is experiencing a comeback on social media. The resurgence is due to trends like community-building and social search that are helping brands resonate with audiences.

Brands and marketers have an increasingly prominent presence at the annual technology, arts, and culture festival in Austin, Texas, which this year took place from March 8 to 16. We break down the key topics that drew the most attention from attendees.

It’s hard to deny social media’s influence on how consumers discover and even sometimes purchase products. But there are other platforms out there besides Instagram and TikTok that can help brands engage with consumers, especially when it comes to fashion.