The Social Media Generation Gap
The social media landscape is constantly evolving, which means different generations are born into different “eras” of social media. Just as each generation might identify with a TV show or album that debuted when they were growing up, they also have preferences when it comes to social media platforms. Understanding generational tendencies is an incredibly powerful marketing tool, so let's take a look at how each generation uses social media!
Generation Alpha: The Mini Millennials
Generation Alpha, born between 2011 and 2025 and coined as “Mini Millennials” by some and are projected to reach a worldwide population of
two billion! Making them the largest generation, with the most buying power any generation has ever had. Although a part of Gen Alpha has not been born yet, data indicates that they favor
Instagram and TikTok and are less likely to be on X (Twitter) and Facebook. Since this generation is being raised by millennials, we can assume they will pick up on some of their parents’ tendencies, like
interest in personalization, healthcare, and humanized messaging.
Generation Z: The Digital Natives
Born between 1997 and 2012, Generation Z is the first generation to grow up with social media as a part of daily life. For them, social media usually takes up at least
4 hours of their day and they prefer platforms like YouTube, Instagram, TikTok, and Snapchat. Gen Z is highly familiar with online shopping, while still valuing real-life interactions, and they don’t seem to have a heavy
preference for one or the other. They are vocal about ethical issues like climate change, but identify with brands that don’t take themselves too seriously, and who know how to have fun with
trends and memes. If you want to resonate with Gen Z, be ethical and know your memes!
Millennials: The Innovators
Born between 1981 and 1996, millennials were the first generation to weather the storm of social media, adopting it at a young age. Millennials aren't all Harry Potter, selfies, and avocados anymore, they are between the ages of 27-42 and have likely developed their careers, have children, and so on. Millennials are most present on
Facebook, Instagram, and X, and value informative, personalized, and user-generated content. Testimonials, influencers, and blogs are some good ways to capture the millennial audience.
Generation X: The Skeptics
Born between 1965 and 1980, Generation X is sandwiched between two generational extremes. They generally view social media with skepticism, and while they have social media accounts, they’re often
less active on social media compared to Millennials and Gen Z. They are most active on Facebook. Gen X also seems to be on the lower end of sharing content on social media. For example, only
24% of them have reported sharing a selfie on any social media platforms. This is because Gen X prefers using social media to simply talk with friends and family, and search for information. When reaching out to Gen X, remember to be informational and let them make the informed decision on their own; after all, they are the skeptics.
Baby Boomers: The Latecomers
Born between 1946 and 1964, Baby Boomers are the generation that initially struggled to connect with the concept of social media. Boomers use social media the least compared to other generations and are most active on LinkedIn and Facebook. Boomers use social media for communication and research, as opposed to other generations that come to social media for entertainment. While they are using social media for research, they are also the least likely to make a purchase through a smartphone or on an app. Boomers are likely to share interesting content, and use social media for information, so when marketing to this generation be a resource for them to share.
Understanding how different generations view and use social media can help your brand establish trust and connect with them. At SparkShoppe, we uncover relevant trends and data to help you connect with your audience. Ignite your digital strategy today with a free 30-minute consultation!
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