A report by BrandTotal, a New York-based analytics firm, found that Google-owned YouTube accounted for 36% of paid social impressions, with Facebook's share at 25%, Twitter on 21% and Instagram 19% during the period from December 8 to 22.
More than half (51%) of ads that BrandTotal examined were specifically targeted at Gen Z consumers, with just 16% aimed at people aged 45 and over.
BrandTotal CEO and co-founder Alon Leibovich said: “Retailers are catering to the channel. Gen Z is increasingly buying through social channels. Brick-and-mortar retailers are trying to activate shoppers in those environments, where they spend most of their time. The new variant hasn’t changed that strategy. They’re not suddenly targeting older shoppers, for example, to drive turnout amid omicron.”
It was noted that TikTok was a notable absence in the research, especially given that it overtook Google as the most-visited website this year according to a new Cloudflare analysis.
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