How can you build a brand that resonates with Baby Boomer and Gen X audiences on social media?

Building a brand that resonates with a particular "generation" makes no sense. Sure, there are some common traits in broad strokes, but marketing has evolved beyond mere demographics. To create a brand that resonates, shift your focus towards understanding behaviors and tapping into psychographic insights instead.

To build a brand that resonates with both generations, you need to first understand these differences. Baby Boomers are more likely to use social media to stay connected with friends and family, learn new things, and share their experiences. They are also more likely to trust recommendations from people they know and respect. Gen X, on the other hand, is more likely to use social media to research products and services, stay informed about current events, and network with other professionals. They are also more likely to be skeptical of advertising and marketing messages. Understanding the unique needs and preferences of baby boomers and Gen X is essential for creating content that resonates with both audiences.

While age groupings are certainly valuable, within social media it only tells half the story. On one hand, individuals within the same generation share basic attitudes and relationships with media. In part, it's because they shared the same educational foundations that taught them how to research information, find answers to questions, define reference materials, etc. Plus, each generation has a social platform that established itself as they were establishing their own adolescent and adult habits: Gen X had Facebook (or MySpace), Millennials had Instagram, Gen Z has TikTok. That said, TikTok is proving that shared interests, hobbies, and human experiences may be even more important than demographics when planning relevant content.

It's helpful to me to keep in mind that different generations expect and require different things from brands in order to trust them. Tools like GWI or MRI can help you identify the characteristics of your particular target audience that they look for in the brands they love the most. Generally, Boomers are more interested in convenience and value. Gen X are also more practical and functional in their expectations, while younger generations have expectations of brands more similar to their expectations of people or communities. Boomers and Gen X are less personally connected to brands generally.

Today, there are so many metrics available for each social platform that matching your metrics to your performance goals is particularly critical so as not to get overwhelmed. For example, imagine that you've identified that consumers don't understand all of the ways to use your product and you've got a section of your website that addresses those options. On social, if you're posting content with the hopes of driving back to that section of your website, then click-thru rates and perhaps reach are more important to track than engagement rates or comments.