It’s no secret that social media has changed the way people interact with one another. Each generation is using social media in different ways, depending on their age, lifestyle, and preferences. As a business owner or marketer, understanding these differences is extremely beneficial. Why is this the case? And what exactly are some of these differences? Let’s dive in.
Being able to recognize various styles of communication and play off of them can give a company the opportunity to personalize interactions, creating an endearing and human connection with potential customers. That connection is crucial for standing out and converting leads. Everyone from Millennials to Boomers is looking for something relatable and trustworthy when choosing where to purchase a product. But, by getting a better understanding of generational trends on social media, companies can also boost their sales by finding the right platform for their target market. All in all, grasping the nuances between generations on social media is an essential part of successful marketing for any business.
From Generation Z to Baby Boomers, let’s take a look at how different generations use social media.
Generation Z is the most digitally native generation, having grown up with technology as an integral part of their lives. They are the most active on social media, spending an average of 6 hours per day online. Members of generation Z prefer visual content like images and videos. As such, they are more likely to use visual-first social media platforms like Instagram and Snapchat. These platforms allow them to communicate with friends and family while also staying up to date on the latest trends and news. They are more likely than other generations to consume content on their smartphones which makes mobile-friendly websites essential for this demographic.
Millennials (ages 23-38) have been dubbed “the social media generation” due to their usage of multiple platforms such as Facebook, YouTube, Twitter, LinkedIn, and Pinterest. They are most likely to be found on Facebook than other generations because it was one of the first major platforms available when they were growing up. Millennials tend to be more engaged than other generations when it comes to messaging friends or posting comments or reviews about products or services they have used or experienced. Millennials also love video content. 93% of them watch videos online regularly. So, creating engaging video content can help you reach this age group effectively.
Generation X is not quite as technologically savvy as millennials or Generation Z but they do still actively use many different kinds of digital and social media platforms. They are typically less likely to jump onto new platforms such as TikTok or Reddit. Generation X (ages 39-54) generally have busy lives due to work commitments, family responsibilities and other activities. Because of this, they don’t always have time for long hours spent scrolling through social media feeds. Still, they do rely on it for day-to-day communication with family members as well as staying up-to-date on current events. Gen Xers prefer short form written content such as blog posts over visual content like photos or videos. However, they do also enjoy watching videos occasionally when they have time available.
Baby Boomers tend not to be as active on social media compared with the younger generations but they are increasingly using it for communication purposes such as keeping in touch with family members who live far away or staying connected with old friends from school days gone by via Facebook groups or pages dedicated to those topics. They are more likely than other ages groups to use email instead of instant messaging apps. For this reason, creating newsletters is a great way of reaching this demographic too.
Understanding how each generation uses social media can help you develop targeted marketing strategies tailored specifically for them so that your message resonates more effectively with your intended audience. For example, if you want to reach out to Millennials then you may want to focus your efforts on Facebook. But if you are looking to reach out to Generation X, then it might make sense to focus more heavily on LinkedIn instead. Knowing which platform each generation prefers can help you channel your resources into the right places so that you get the best possible ROI from your marketing efforts!
No matter which platform your audience prefers, 98 Buck Social can help you create a consistent presence where it matters most. Learn about our social media content services and get in touch with us today.