How to Market to Various Generations on Social Media

Regardless of whether you’re a Millennial, a Baby Boomer, or belong to Generation X, there’s a good chance that you use some form of social media. There are over 4.4 billion internet users on Earth, and over 2 billion of us use social media. However, we don’t all use social media in the same way. This means that a blanket approach to social media marketing is not recommended if you’re hoping to optimally reach a brand’s target audience via social media channels. Let’s take a look at how each generation uses social media, and how this information can be used to shape a successful social media marketing strategy:Baby BoomersAged between 50 and 65, Baby Boomers didn’t grow up in the technological world we live in today. Most of them didn’t know what a cellphone was until adulthood. However, this generation is the fastest-growing demographic of social media users, with usage of Instagram and WhatsApp up 59% and 44% respectively between 2016 and 2019.When looking at where Baby Boomers hang out online, it seems like Facebook and Pinterest lead the pack – with Instagram usage increasing. A staggering 84% of Baby Boomers have Facebook accounts, and around 41% own a Pinterest account. Another interesting statistic about Baby Boomers is that over 58% of them will visit a brand’s website after encountering them on social media.How to engage with Baby Boomers:Utilise Facebook, Pinterest and InstagramPost in the morning (between 5am and noon)Link content to a landing page or websiteGeneration XIf you’re between 36 and 49 years of age, you belong to Generation X (also known as the ‘MTV Generation’). Generation X were in their youth when things like wireless phones and personal computers came about, and grew up before the internet became commonplace across the planet. Generation X spends around two hours a day using social media, which is more than Baby Boomers but less than Millennials and Gen Z.Twitter is not a good place to reach the MTV Generation. While 48% own Twitter accounts, less than half are active users. Generation X are in the parenting stage of their lives, so social media marketing campaigns that focus on things like healthy living and providing for their families are popular among this demographic. Generation X are also more brand loyal than Millennials, so once you have them – you keep them.How to engage with Generation X:Utilise Pinterest, Facebook and LinkedInReach Generation X with motivational contentPost in the evening (between 7pm and 11pm)

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