The experiences we have as teenagers and young adults influence the rest of our life. It is during this particular period in our lives, the time when we’re poised between the certainties of childhood and the anxiety of adulthood that we tend to be the most open and receptive to new aesthetic experiences.  Some fashion experiments we make as teens turn out to be cringe-worthy in retrospect, but there will be at least a few looks that become a life-long part of who we are.

With this in mind, it can be very important for the jewelry brand to begin building relationships with people during their teenage and early adult years. While these customers don’t always have the cash to purchase the most high end pieces of jewelry themselves, they can be ardent brand advocates – and they’re often not shy to tap parents to provide their favorite looks as birthday or graduation presents.

Business Insider has just released their most recent research which delves into what social media platforms are used by each demographic groups. The report looks at age, gender, and socio-economic level, among other factors. Key takeaways relevant to reaching your youngest customers include the overwhelming importance of Instagram – fully one third of teens rank Instagram as the most vital social network – as well as the central role messaging apps have in younger people’s lives. If you’ve been pondering who you’d connect with on WhatsApp or Snapchat, the answer turns out to be teens and young adults.

Facebook is starting to get a little gray, according to this report, with over 60% of its user base being 34 or older. However, it’s important to remember that people’s social media usage patterns change with time. Today’s teen in love with Instagram may very well be planning their wedding on Pinterest in just a few short years. Having an appealing, effective presence there when your customer is ready for it is smart marketing, a vital part of a long term strategic plan. As a good best practice, look at where your customers are spending their time on line now, and project where they’ll be in 18-24 months. This will help you be everywhere you need to be, when you need to be there.