Transcript

A question came in about where Jenna and Gen. Z, uh, discover new brands. One of the questions we added in the spring to our survey was asking about how kids discover how kids search for and how kids share content they love. And when we say content, you think about games, toys, books, all kinds of content. You do see this contrast between what I would call middle grade and pre teens here and older teens, which is the social media factor is huge. The older teens, if you're wanting to reach that 15 plus audience, you need to have a social media strategy because that's where they connect with their world. I keep getting asked, kids, do kids like Facebook? Look, Facebook's like the pantry. It's like the larger, it's like the store cupboard. Lots of people on it, lots of organizations are on it. So young people have to use it. Whether a different question is whether you like it. As to whether you use it, if you need to use it, you have to use it it. It's still part of that social media mix. When we look at the younger kids, though, friends are the key driver. Those playground conversations, the playground, the schoolyard is a hotbed of discovery of brands and content. They're talking about stuff all the time. We have another question where we ask them what they're talking about with friends, and that backs up the point I've just made. But then YouTube is just as powerful Tiktok as smudging behind Youtubers influencers. Creators their own about a fifth and don't rule out TV you know a lot is written by the end of the doom of cable and broadcast television. It's still able to capture eyeballs. It's still able to capture a mass audiences it's still able to drive audiences to the screen for great content and media plan is so much more complex than it was Jack you'll know that it means you need this data to be able to. Of figure out you know how to use marketing budget very effectively to reach the audience you're trying to target.