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How Gen Z values are changing marketing

Martech

In two decades of guiding B2B enterprises through digital trends and transformations, I’ve witnessed seismic shifts in consumer behavior. None of them quite compare to what we’re seeing with Gen Z. As they do, their impact is fundamentally transforming what we market and why.

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The Top Social Media Platforms to Use in 2024 for Your Brand

Vertical Response

Instagram excels in visual content and influencer marketing, providing numerous creative formats and strong e-commerce features, making it essential for brands targeting younger demographics. Influencer marketing is another area where Instagram shines. of its daily users aged between 13 and 24.

Gen Z 101
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The creator economy: Making dollars and sense out of social partnerships

Sprout Social

Remember a few years ago when op-eds used to claim influencer marketing was a fad? Fortunately for influencers, creators and brands, that turned out to be completely wrong. Consumers proved with their loyalty, engagement and purchasing power that influencer marketing is here for the long-haul.

Gen Z 100
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Social media ROI statistics marketers need to know in 2025

Sprout Social

Plus, with more consumers making in-app purchases (currently at 13% overall and rising to 50% with Gen Z), its getting easier to track where sales and revenue are coming from. While Facebook often dominates the conversation, what works for the average marketer might not work for you. The pattern shifts dramatically for Gen Z.

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Influencer marketing trends across industries

Sprout Social

Trendsetters and culture drivers like Lia have made influencer marketing an essential piece to social media strategies. Brands will need to be aware of the dance floor if they want to disrupt the music in a way that resonates with influencers and consumers alike. Influencer marketing has transformed how we shop.

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How social media changed the sports marketing game

Sprout Social

Sports marketing isn’t new, but it does look different. The use of social media in sports marketing has transformed the way fans interact with their favorite athletes, teams and sporting events. Sports figures—once separated from their fans by traditional media—have become our favorite influencers and mainstays in our feeds.

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Australian TikTok statistics to inform your strategy in 2025

Sprout Social

What primarily began as an entertainment platform has transformed into a source of information, an outlet for cultural connection and a driver for social change. In Q4 2024 alone, TikTok generated 186 million downloads from users globally. Per Sprout data, nearly two-thirds (63%) of Gen Z users consume news on TikTok.

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