Super Bowl Sunday is the day when people work as hard for their commercials as for the game. A 30-second spot for a commercial will be priced at $7 million this year, up from $6.5million last year.

Anheuser-Busch spent $20 million on advertising this year. This was for just three seconds of TV time. Its advertising budget was 3.5 times higher than that of its rivals. It may be difficult to continue making wise investments in these ads due to changes in demographics, and, most importantly, viewer behavior.

It will be increasingly difficult to reach younger audiences.

According to Gen Z, authenticity, experience and social responsibility are important. These are the factors Budweiser should be considering as it opens up its market for this generation of people,” Yuvay Ferguson (associate professor of marketing at Howard University’s School of Business) said.

The social media element should be included, since the viewers may not all have access to a large-screen TV. Even those in the room could still be using their phones.

Dustin York, an associate professor of communication at Maryville University suggested that advertisers should consider mobile activation strategies for targeting the digital natives Gen Z.

“Gen Z, which is multi-device-generation, will have their phones out during the big-game. So look out for ads to use QR codes and ‘watch it online’ strategies. Use hashtags and other techniques to activate viewers’ cell phones.

It’s not actors, but influencers

The increased popularity of Hollywood stars is another factor that drives up advertising costs. Big-name stars have long been in ads – Charlton Heston was in a 1995 Bud Light commercial while Jerry Seinfeld starred in a Super Man-themed ad in 1998 – but last year, a number of celebrities, including Halle Berry, Scarlett Johansson, and Anna Kendrick, were seen in high-profile spots.

Gen Z will be as impressed as any trusted influencer. These influencers are a crucial part of the Super Bowl promotion mix.

Ferguson said that Gen Z requires a reason for believing that a product worth exploring, and they are more trusting their “closest friends” on social media than actors.

Influencers can be smarter because they are more able to respond in real time.

Consider identifying influential people to host social media promotions live at events such as the Super Bowl. Ferguson explained that live streaming or contests are two examples to help fans feel connected in this brand-inspire experience. Accordingly to this group, ads that highlight interpersonal connections and socializing will get higher ratings.

After Pandemic Events

The Covid-19 lockdowns had an enormous impact on Gen Z. Ads that embrace experiential moments may also be a hit. What worked in the past won’t work tomorrow. Super Bowl ads may be popular, but a campaign that reaches younger audiences should look at deeper avenues.

Ferguson said, “This generation believes that corporations must do right by the greater good in order to attract Gen Z patronage.” This group will love Budweiser’s message about corporate social responsibility.

It is clear that the holiday season will be a record-breaking one, as it has already kicked off. The National Retail Federation (NRF), data shows that Americans expect to spend an average of $942.6 to $960.4 trillion this holiday season. This is six to eight percent more than last year.

Record 59% of 2022 Cyber Monday buyers used their smartphone, an increase from 52% in 2021.

Drew Wilkinson from SimpleTexting, Head of Marketing, stated that “even though people might be tired by being indoors during the pandemic,” they cannot beat the ease of shopping online.

Social Shopping: Shop for Fashion

Social media is becoming more popular than ever as Americans use it to shop from their smartphones. A Statista.com survey found that 34% of shoppers of all ages were turning to social media – and the findings were in line with Forrester’s Retail Topic Insight Survey, 2022, which found that social media as a shopping option has only seen a slight uptick this year.

However, not all people are sold on social media. Forrester reports that 62% online adults have not purchased anything through social media.

But it’s likely to be a matter demographic.

Social media platforms like Instagram, YouTube and YouTube are becoming more popular with younger Americans. Deloitte found that 66% of Gen Z, and 56% among millennials planned to use social media this holiday season for shopping.

It is notable that shopping habits are shifting due to the accessibility of mobile devices. Consumers don’t need to sit in front of computers to shop online.

Wilkinson said that holiday shopping has become synonymous with mobile shopping. Consumers have the option to shop from their own homes and businesses are taking advantage of this convenience. We are seeing higher rates of impulse shopping because of increased time on phones, improved ad targeting, SMS marketing and buy-now/pay-later options.

SimpleTexting discovered that one-fourth of Americans are more inclined to buy an impulse product if the site offers “buy now and pay later.” One in five Americans also found it more common to purchase online within hours of seeing an advertisement, even if they were on social media.

However, more than half – 53% – also said they’d cancel an online purchase before it shipped. This study further revealed the social media platforms on which Americans make the most impulse purchases. YouTube came in at 30%. Instagram was next with 27%.

Social Commerce: The Rise of Social Commerce

Even those not actually shopping on social media can still use the platform to find gift ideas.

Greg Sterling (social media analyst, Near Media), co-founder said: “Social media can be a great awareness medium for brands or marketers.” “It can have an impact on purchases, regardless of whether these sites receive credit.”

Sterling said that many online shoppers still look for gift ideas on Amazon and Google, but prefer social media, where the discovery process is more random.

He suggested that while the vast majority of online users use social media, young people are more likely to use it for holiday shopping. “Some users younger than 40 have abandoned Google for TikTok when they purchase certain types of products. However, this is not an all-or-nothing thing. Many people use multiple sites to find inspiration for their shopping and do research.

There is also the matter of social commerce.

Sterling stated, “While Meta is pulling back, TikTok keeps moving forward.” We should also see direct purchasing on social media sites grow in the US, even though it is not as widespread. Most adults will eventually use social media in their active shopping.

There have been recent reports that younger people are now leaving – or at least threatening to leave – Twitter following Elon Musk’s purchase of the social media platform last month. However, it’s not just happening in the United States. Fair Betting Sites conducted a survey and found that 41% would abandon the platform.

Musk is only one of the factors that may be causing a Twitter exodus among young people from the U.S., UK and elsewhere in Europe and Asia.

Since early 2016, Twitter has experienced a steady decline in the number of users who are both Millennials and Generation Z. A YPulse study earlier in the year found that Twitter’s declining popularity among young users, aside from a slight increase in March 2018, is part of a continuing trend. It found that in March 2016, 51% of Millennials and 42% of Gen Z respondents said they used the platform – while that number has fallen to 32% and 28% respectively.

Twitter Exodus

It is important to take seriously the fact that many young users threaten to quit. Musk’s policies will not reverse this decline, even though it has been steady over many years.

“This survey doesn’t surprise and should be of concern to Twitter and its investors,” said technology analyst and social media trend watcher Susan Schreiner of C4 Trends.

Schreiner said that Gen Z and Millennials proved they can follow their convictions, and they have done so in response to the U.S. Election results. A new philosophy seems to be emerging against such a backdrop.

Gen Zers, Millennials and Gen Zers are signaling their readiness for social media corrections. They will leave Twitter under Musk if it does not offer a safe platform that has guardrails.

Schreiner stated, “Survey data appears to indicate that due their anti-authoritarian tendencies Musk is a turnoff based his tweets or business decisions.”

Musk’s Vision For Twitter

Musk may have claimed to be a total freedom of speech extremist but many Twitter users don’t like what’s being allowed.

This is why Gen Z and Millennials don’t want it.

“They were raised in times when the Internet was changing from its noble beginnings as an innocent town square, to the unexpected consequences of becoming a platform for misinformation spreading and hate. Schreiner stated that the Internet and social media sites like Twitter became an area for bullying and other harmful behavior. “The evidence is mounting that Millennials and Gen Zers indicate they’ve had enough, and since they are now of age – they are ready to be the catalyst for change for good even if it means abandoning Twitter.”

It is unlikely, however that this mass departures will be sufficient to alter the way Twitter works under Musk.

Schreiner argued that Musk wouldn’t have listened to major advertisers who placed their campaigns on hold and revenue streams for Twitter during the holiday season. “

Further, she explained how Twitter and social media were discussed at a Las Vegas health technology event called HLTH. It’s possible that there will be a Twitter replacement sooner than you would think, according to thought leaders. It could be easier than Mastadon and safer than TikTok. And it would likely have more substance than Instagram.

Schreiner stated that “the market is ready to accept an alternative.” Musk’s latest moves in social media will accelerate defections, and serve as a catalyst to competitive innovation within the space.

Kim Kardashian, a social media star and social media guru was fined $1.26million by the Securities and Exchange Commission for failing to reveal that she had been paid via Instagram to promote crypto tokens. Gary Gensler, Chair of the Securities and Exchange Commission (SEC), stated that celebrities should be reminded by the law to inform the public about how and when they were paid for their investment advice.

Gensler also stated, “We encourage investors consider investment’s possible risks and opportunities in light their own financial goals.”

Unfortunately, many young people – those in Generation Z – are all too often turning to social media over other sources for investment advice. Celebrities and influential people are often not open about being paid for promoting crypto or other investments. They also frequently fail to warn investors of potential downside risks.

It is important to question why Gen Z is following such social media advice.

In many cases, it is simply where they’re seeing the claims that they can make money – and many have little experience in investing. MoneyZine.com has released a report that shows Gen Z is five-fold more likely than older generations to receive financial advice through social media.

Luke Eales CEO of MoneyZine.com stated that “Gen Z is more likely to use social media than any other age group.” “Gen Z are a digital-first generation – the first generation to have grown up with instant access to the Internet. This is why the social media bite-sized format has a lot to appeal to them. It allows them access information via their phones and allow them interact directly.

One reason that younger generations are using social media to communicate is their distrust in traditional media.

Eales explained in an email, “Research revealed that more than 50% of Gen Z respondents and millennial respondents considered misinformation a major issue.” Eales explained via email that social media allows you to make connections with people and not just faceless media organisations.

The ability to connect with people personally and to build trust in their opinions is a huge selling point. This has the downside that influencers can be given too much power and responsibility. They may not make wise decisions.

“Many of these social media stars on TikTok and YouTube are luring followers with questionable advice for how to make money fast – with eye-popping screenshots showing dramatic results,” warned Susan Schreiner, senior editor/analyst at C4 Trends.

Schreiner added that financial freedom conveys the message, “If I can do it, so can you.”

Are the Platforms Doing Enough

Companies that use social media have already dealt with spreading misinformation, hatred speech and disinformation. Experts agree that they should do more. However, the service is failing in a lot of areas such as addressing poor investment advice.

“Certain types of financial information – such as promoting investment services, cryptocurrency, and other financial services – need to follow certain guidelines issued by the relevant regulatory bodies,” said Eales. It is up to the consumers to confirm the authenticity of financial advice that they receive via social media.

Kim Kardashian may have been fined a mega-fine by SEC, which could signal that there is an end to the “wild west” days of investing advice via social media.

Eales said that regulations regarding advertisements on social media have been more stringent in recent years.

“Celebrities and influencers alike can face hefty fines and lawsuits if they do not comply with advertising guidelines on their social media platforms – such as clearly disclosing when a post or story is a paid ad,” Eales continued. Eales said that celebrity financial advisors will continue to offer their services through paid partnerships provided that they are formatted correctly.

Social media can be used to spread information to young investors about their diligence. Celebrities are being targeted by the SEC for being too open about their problems. These stories have become viral. This could be a sign to Gen Z that Instagram and TikTok are not the right places for them to seek advice about their investments.

I’ve often wondered if we are all wrong about Facebook.

I don’t mean the part where we question the data security practices, since we’re definitely right about that. We also question business models that rely on selling us products rather than making compelling products.

Many times, the water cooler conversations around who uses this platform are incorrect. It’s easy to believe that Gen Z, as well as other age groups, have moved to TikTok and Snapchat. I’ve heard from readers and even colleagues who say Facebook is a dinosaur.

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Many of the reports I’ve seen about the user demographics on Facebook tell a different story. According to a report last summer, all age groups are using Facebook in roughly the same way. The global age distribution is more youthful, with the majority of users between 18 and 24 years old. Perhaps we are seeing an older generation choosing Facebook as their preferred app over others, while young adults continue to use it.

And then there’s this quick, throwaway comment from Mark Cuban in a recent podcast. Shark Tank host Mark Cuban mentioned that he was amazed at how many people are joining Facebook groups. That’s a brilliant observation, and one that matches up with not only the stats above but my own experiences with this age group.

Gen Z enjoys learning. They are often extremely proficient at their smartphones and are some of the most intelligent people in the world. Phones are seen as an open door to unknown possibilities. Gen Z will answer any question and engage in conversation. They seek truth. In mentoring students at a college, I found they were far less likely to accept something at face value or to follow a hunch or an assumption, which doesn’t make sense when you can Google it.

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Facebook Groups fit right in that same thinking process. When you can’t find the answer on Google, it makes sense to ask a real human instead, especially when you have a topic that is not exactly well formulated or lacks some context.

Gen Z isn’t posting as much on their news feed, but they still communicate through Groups like an ongoing chat. They also know that Groups members receive a notification when there’s a new question. Gen Z like to see results and don’t want to wait around for answers. Because they are confident they can find the answer quickly, they use Groups.

Cuban continued to praise Gen Z for another reason that was also remarkable. The Gen Z generation tends to be more analytical and research-oriented than the older generations. People aged 25 years and under have easy access the Internet, social media and other tools. You can ask any question on Google and you use Facebook Groups chats for homework help, questions about life, or to discuss job conflict. Cuban even called them “the greatest generation” for that reason. They don’t like to assume anything.

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Curiously, most people I know in the Gen Z age group don’t like to admit they use Facebook. Cuban was right. Their Facebook use is very different from that of the rest.