Cracking the Code: How to win over your target age group with social media marketing

For marketing strategies to be successful, a business needs to understand how different demographics use and experience the current digital landscape.

Boomers (60 to 78)

Top social media platforms in order of most used to least used:

1. Facebook
2. TikTok
3. Instagram
4. LinkedIn

Don't underestimate the 'Silver Tsunami' (AdWeek, 2024)!

• 83.9% of this age demographic reports (Pew Research Centre - online survey) that social media is improving their lives.
• These tech savvy 'Granfluencers' are creating UGC (User Generated Content) to promote products they use and believe in. (AdWeek, 2024)
• This demographic may use social media as a news source; however, they tend to get most of their news via trusted online publications, and traditional media.

Tips: This demographic has been known to stop following brands because of excessive advertising, and poor customer service. Businesses should approach this demographic positively, not carelessly.

Gen X (44 to 59)

Top social media platforms in order of most used to least used:

1. YouTube
2. Facebook
3. Instagram
4. LinkedIn
5. Pinterest
6. TikTok

• This demographic is sometimes touted as "The Lost Generation", so acknowledging Generation X and the nostalgia that follows, would be a great marketing tactic.
• This generation is most likely to get their news from social media (AdWeek, 2024). This means that there is a need to aim for quality over quantity (if the content is to embody the quality journalism that this group is seeking).
• When someone from this age group of influencers shows high standard values and proves to be 'trustworthy' - Gen Xers tend to trust them and be somewhat loyal to the brand.
• 85% of this demographic self-report in online surveys that authenticity is the most important factor in choosing between brands.

Tips:

• 32% of this age demographic self-reported that they watch over an hour of online videos each day - Video demonstrations, UGC, and short form videos tend to be a valuable marketing asset.
• Gen Xers (aka: the skeptical generation) tend to have a pragmatic, self-reliant, and skeptical outlook - it is a good idea for businesses to establish a customer communication online forum where reliable customer service can be found.

Millennials (28 to 43)

Top social media platforms in order of most used to least used:

1. Facebook
2. Instagram
3. TikTok
4. YouTube
5. SnapChat
6. X (though this platform is experiencing a mass exodus, and so we wait and see which emerging platform takes its place)
7. WhatsApp
8. Discord Servers
9. Pinterest

• This generation experiences the highest percentage of multi-channel use out of the three listed in this article. They tend to report that Google search results are "not organic" (Pew Research Centre) - and so they choose to search via social media reviews and UGC.
• This demographic relates to digital media as a way to generate an image of success. This is why highly relevant influencers hold sway for them, and they expect high-quality, accurate, and up to date digital marketing content.
• As a highly visual demographic, storytelling through imagery tends to be well received.

Tips:

• Businesses should social media as a way of establishing identity in the formation of their brands to reach this age group. Curating a high-profile social media presence - shapes how brands are perceived.
• By creating shareable, high-quality, values-led content: businesses can establish their brand and bring this audience into its 'digital town square'.

Summary

Tracking global social media trends across age groups can bring immense value to a digital content marketing strategy. Doing this allows business owners and marketers to spot trends and interplay across channels to deliver airtight 'omnichannel marketing'. This also gives a starting point to learn how to increase audience engagement with the brand.

Here is how you can help your marketing efforts:

• Platforms: Consideration A --> Hire agencies or freelancers who specialize in the platform(s) most used by your target demographic.
• Platforms: Consideration B --> Factor those platforms in the training of new and existing team members.
• Video usage: Consideration A --> do you want to increase capacity fast by hiring established video specialists?
• Video usage: Consideration B --> do you want to use the 'slow-burn' approach by upskilling your existing team members?

• Incorporate a "Call to Action" with highly visible buttons in your digital content marketing strategy.
• Provide visual assets that help your target audience feel connected to your brand.
• Engage as a business with relevant influencers by liking, sharing, commenting, or supporting on their initiatives. If they follow you back - Bonus! You will be visible to their followers as well as your own.
• Create high-quality, values-led, relevant content to begin a "conversation" with your desired audience and allow them to feel heard through implementation of an online customer service forum (i.e.: or at least turn on the comments section and provide a customer service email address). The most important thing with a customer service forum, is to make sure to respond in a timely manner (i.e.: have an employee monitor for important questions).

A word about video:

Short-form videos tend to increase user engagement on the customer acquisition journey. TikTok is a dominant platform, however Instagram and Facebook have stepped up their game by enhancing their reels and stories features (i.e.: short video reels).

In conclusion, your digital marketing strategy should look different based on your target demographic. It is also important to note that trends change and evolve, therefore brands should also review their social media marketing strategies regularly for the most accurate and current insights. Brands that leverage these strategies will be well positioned to thrive in their respective markets.