How Different Generations Engage with Content – And What It Means for Your Marketing Strategy

As a marketer, understanding your audience’s content preferences is essential. Each generation has unique expectations for the type of content they engage with, and recognising these can make or break your strategy.

Recent research from NP Digital (November 2024) surveyed over 6,600 people to reveal how Baby Boomers, Gen X, Millennials, Gen Z, and Gen Alpha interact with different content formats. The findings? Each generation has clear favourites, and knowing these can help you craft a strategy that truly resonates.

Baby Boomers (Ages 59-77): Loyal to Email and Long-Form Video

Baby Boomers prefer email newsletters and long-form videos. They value trustworthy, information-rich content that allows them to learn at their own pace.

How to Reach Baby Boomers:

• Email Marketing: Send value-packed newsletters covering topics like health, travel, and finance.
• In-Depth Content: Use explainer videos and detailed articles. Quick content isn’t their style.

Generation X (Ages 44-59): The Versatile, Cross-Platform Users

Gen Xers engage with nearly everything—emails, images, long and short-form videos. They bridge traditional and digital media, making them comfortable across multiple formats.

How to Reach Gen X:

• Varied Content: Experiment with emails, videos, and images to keep them engaged.
• Nostalgic Touches: References to the 80s and 90s can resonate, tapping into their memories.
• Useful Information: Avoid overly promotional content. Gen X values practical, actionable advice.

Millennials (Ages 28-43): Mobile-First, Video-Hungry

Millennials favour video content, both long and short. They prefer dynamic, authentic, and mobile-friendly content that’s easy to consume on the go.

How to Reach Millennials:

• Invest in Video: Tutorials, stories, and quick explainers work well with this group.
• Be Authentic: Avoid overly polished content. Real stories and testimonials resonate with them.
• Optimise for Mobile: Make sure your content is mobile-friendly, with simple designs and easy-to-read text.

Generation Z (Ages 13-27): Quick, Visual Content Lovers

For Gen Z, short-form videos and images are essential. With shorter attention spans, they’re drawn to content that’s fast, visually engaging, and trend-driven.

How to Reach Gen Z:

• Keep It Short: Use visually appealing, bite-sized content under one minute.
• Stay on Trend: Gen Z loves trend-driven content. Be active on social media and adapt to popular challenges.
• Podcasts for Depth: While short-form video is their go-to, podcasts allow them to consume more detailed content while multitasking.

Gen Alpha (Ages 0-14): The Young Digital Natives

Gen Alpha, still young, already shows preferences for short-form videos and images. Growing up with screens, they’re drawn to interactive, visually engaging content.

How to Reach Gen Alpha (Indirectly):

• Family-Friendly Content: Create family-oriented videos on platforms like YouTube to engage both kids and their Millennial parents.
• Educational and Fun: Make content interactive and colourful. Kid-friendly educational videos are highly engaging.
• Think of the Parents: Content appealing to Millennial parents indirectly shapes Gen Alpha’s brand perception.

Key Takeaways for Your Content Strategy

Each generation has distinct content preferences, but with a strategic approach, you don’t need separate campaigns for each. A few adjustments can go a long way.

• Prioritise Video: Across generations, video consistently scores high in engagement. It’s worth investing in.
• Tailor by Audience: Baby Boomers and Gen X prefer email and long-form content, while Millennials and Gen Z lean towards quick, visually engaging formats. Adjust your content types accordingly.
• Repurpose Content: With Gen X, Millennials, and Gen Z engaging across formats, consider repurposing. Turn a long-form blog post into a video, then break it into shorter clips for different platforms.

Final Thoughts

In today’s crowded digital landscape, understanding your audience’s content preferences isn’t just beneficial—it’s essential. By aligning your strategy with each generation’s content style, you’re not only capturing attention but building lasting connections.

Take these insights to heart, adapt your content, and watch your engagement soar. The brands that truly know their audience are the ones that succeed.

Planning content for each generation? Start by learning how to create a content calendar for 2024, which will help you keep your strategy organised and timely.

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