Facebook began as a site for college kids 20 years ago, but has largely evolved into the social platform du jour for boomers.

By the numbers: Only about a third of teenagers used Facebook last year, per Pew Research, while 71% of those 50 and older were on the platform, according to the AARP. Over the last year, Facebook has been working to change that and bring young people back, Dane Glasgow, VP and head of product at Facebook, told Marketing Brew.

Earlier this year, the company hosted an event for creators, where it handed out pamphlets claiming that the site is “not your mom’s Facebook” and is instead “a hub for all things culturally happening in the platform’s underground.” It’s also working on updating the platform’s main feed to offer up content that’s more attractive to younger audiences, including Marketplace, Groups, and Facebook Dating, Glasgow said.

“The vision for Facebook is really around social discovery,” he said. When a younger user visits Facebook for a specific need, like buying a used couch or finding a date, the hope is that they’ll stay and scroll the platform.

By the ’book: In May, Facebook announced that it had 40 million daily active users in the US and Canada between the ages of 18 and 29—the highest number of users in that cohort in three years. Now, the platform is further investing in AI, video content, and creator monetization in the hopes that it will continue to entice Gen Z, and more specifically, Gen Z creators.

But how many young people can creators actually bring in—and do experts think the move could change Facebook’s perceived age problem?

Continue reading here.—KH

Every marketer dreams of being the talk of the town, but the fact is the town ain’t big enough for everyone to be in the spotlight. That’s why you need a li’l something extra to help you turn heads.

That’s where Adobe Express comes in. It’s the one-stop shop for your content creation. Need to stay ahead of the changing social scene? The TikTok Symphony Assistant add-on in Adobe Express helps you brainstorm and find best practices and trends while creating with Adobe’s studio-grade ingredients—fast and easy.

Add music from TikTok's Commercial Music Library (precleared by TikTok for business use) directly to your videos to amp up the impact, all without leaving Adobe Express.

This how-to series can get you started with tips on all things marketing and AI, from creating mood boards to slaying your socials.

Break through the noise.

Mitch Monson, the man behind the last decade of NBC’s Olympic logos, never imagined he’d become a designer. His plan was to join the military.

“I’d always been one of those kids that drew all the time and spent a lot of time in art classes, but never really thought it was going to be a career,” Monson, who is now the executive director of creative and partnerships at brand studio Sibling Rivalry, told Marketing Brew.

After freelancing post-college, Monson ended up starting his own production and design agency and working with clients like Prince, which he said “opened up a bunch of worlds” for his career. Years later, in 2014, Monson was approached by NBC Olympics to visualize a logo design for the Rio 2016 Olympic Games coverage while working at branding and design firm Trollbäck+Company.

As an athlete himself, Monson said that “all [he] really wanted to do as a kid was to…be part of the Olympics in some way.” His résumé now includes the NBC logos for the Games in Rio 2016, PyeongChang 2018, Tokyo 2020, and Paris 2024.

We spoke with Monson about what goes into designing a logo for a broadcast viewed by millions, and what’s next after the Paris 2024 Olympic Games.

What’s in a logo?

When Monson was first approached by NBC Olympics over 10 years ago, he said the network was looking to shift away from its traditional Olympics design approach, which was “very shield-based and landmark-based,” in the hopes of appealing to a broader audience.

“They really hired us to completely break that whole design aesthetic and look at something that was fresher and more inclusive so male and female audiences would respond well to it,” Monson said. “That’s kind of been our mantra ever since. We’re reinventing all the way into what we’ve done for Paris.”

Continue reading here.—KH

When products earn high ratings from Consumer Reports, the nonprofit founded in 1936 whose independent reviews subject products to rigorous testing, that comes with serious bragging rights. How much brands can brag about those ratings, however, has long been restricted by CR’s “No Commercial Use Policy,” which for decades prohibited any mention of a rating in advertising.

In recent years, as consumer advocacy website Mouseprint reported in June, it has relaxed that prohibition. Now brands may mention CR ratings in ads—as long as they pay for the privilege.

But far from the creatively excerpted film reviews on movie posters, brands that pay to cite reviews in ads agree to restrictions that preclude cherry-picking, meaning brands end up highlighting the flaws that CR found with their products, too.

Continue reading on Retail Brew.—AAN

Buck tradition. It had a good run, but traditional advertising ain’t resonating like it used to. Influencer marketing is the new go-to for brands aiming to drive awareness, maintain authenticity, and rake in revenue. So, how can you get the most return on these initiatives? Find out in impact.com’s influencer marketing guide.

Executive moves across the industry.

• Panera Bread has a new CMO, ex-Papa Johns CMO Mark Shambura.
• Kate Spade and Scholastic vet Mary Renner Beech joins wellness shop Thorne as chief growth officer.
• NBCU elevated former head of DE&I for TV programming Jeanne Mau to EVP of DE&I for TV programming.