Information in this blog was obtained from hubspot.com, socialmediaexaminer.com, and socialmediatoday.com
Social media marketing is a great way to establish brand image and build positive relationships with customers, but how do you know you are reaching your target audience most effectively? Different age groups have different preferences when it comes to online marketing, and these differences need to be catered to.
Every generation is online, but each one uses social media differently. While Gen Z and Millennials are often grouped together, it is important to understand the fundamental differences in generational preferences online. These differences also can be noted in Gen X and Baby Boomers’ online behavior.
The SMMU is here to help you distinguish the core differences in each generation's online habits to make the most out of your social media campaigns!
Gen Z
Let’s start with the youngest: Gen Z. Gen Z has been coined as being the chronically online generation. Considering members of this generation have grown up with social media, they know the ins and outs of most platforms. With members of Gen Z getting older and making more purchases, now is the time to best understand how to market toward them and make the most out of your content.
Gen Z is resisting traditional marketing approaches. Members of this generation prefer short, quick videos that are attention grabbing and cut to the chase. HubSpot Academy notes that Gen Z consumers are much more likely to purchase a product when it is presented to them through an influencer. Value is added to the product when they see someone speak about it. They view influencers as a more genuine approach to traditional marketing and can trust the product more when it is seen being used in a video.
Video is the most important element for Gen Z marketing. According to HubSpot Academy, 57% of Gen Z users prefer short-term video content to learn about a product. Their top social media platforms are TikTok, Instagram, and YouTube. YouTube and TikTok are both built around video content, and Instagram has major video components, especially with the recent growth of Instagram Reels and Stories.
Video content made for one of these platforms can also be reworked for the other platforms. For example, a one-minute TikTok can be made that grabs the user's attention, and then the user can be directed to go to a YouTube channel to see the full video. This can be beneficial to make the most out of your video content and increase engagement. Just make sure that the video is differentiated slightly with each post and that users are gaining something by visiting a different platform.
Snapchat is another platform to take advantage of for Gen Z users. Snapchat offers fast-paced content that quickly captures a user's attention. Many members of Gen Z use Snapchat as their main communication form with their friends, so it is important to capitalize on this platform and its unique approach to delivering content.
Producing a variety of content for all the major platforms that Gen Z uses is important, but The Social Media Examiner notes that TikTok is the platform to guarantee you will reach your Gen Z audience. Video is the best way to reach Gen Z consumers.
Millennials
Millennials are known to be the most educated buying generation. With a preference for short-term videos, feed content, and sponsored posts, millennials offer a wide variety of marketing opportunities. They also consume longer video content and podcasts, making them a very versatile generation.
According to Social Media Today, Millennials spend on average 18 minutes researching a product before purchasing it. This is about 5 minutes more than the Gen X average and 8 minutes more than the Baby Boomer average. In addition, generally, Millennials received a higher education than previous generations, which influences their purchasing habits and available income.
Another benefit of Millennials is their longer attention span than Gen Z. This allows you to explore different content ideas and approaches. The longer attention span goes hand in hand with Millennials' top choice of social media platforms. While TikTok is growing in popularity among Millennials, the content you make should be geared toward Facebook, Instagram, and YouTube. These platforms not only allow for easy research and access to reviews but also have both short and long-term video options built into the platforms.
Due to the versatility of Millennials' preferred social media platforms, I think it is important to repurpose content. A podcast can be recorded and made into a video as a promotion. A blog post can expand on the podcast, and a graphic can be posted to Instagram or Facebook with an overview of the subject. Millennials consume a wider form of media than Gen Z, so when marketing to Millennials you should try and incorporate a variety of media types.
Similar to Gen Z, Millennials largely make their purchases and research products from their mobile devices. This means that a call to action must be clear in your post, and the user should be able to easily access a link to view whatever is being promoted. Another important element to include in marketing for Millennials is reviews. While some Millennials enjoy influencer marketing, a large portion of the generation would rather rely on reviews from others. Whether this is through Google, comments, or friends speaking about a product or service on Facebook, Millennials prefer to read reviews while doing research.
Gen X
Gen X is one of the harder generations to reach on social media. They are active on social media, most notably Facebook and Instagram. However, a select few members of this generation can be found on TikTok and other newer platforms.
Social Media Today found that over half of Gen X users do not follow influencers, so the best way to market to Gen X is through feed posts, online communities, and short form videos. Sponsored ad posts are a good method for reaching this generation, especially given that they spend a considerable amount of time on Facebook and tend to share major life updates through that platform.
Gen X enjoys online communities. This can be seen through their active engagement in Facebook groups and their posts asking for others' input and opinions on a situation. Firms targeting Gen X should create a space where they can engage with others and the company in order to create an online community.
To build off of the community aspect, Gen X takes into consideration the reviews a company receives online, typically through Google. While they don’t research as much as Millennials, they just need an average star rating, and around 100 reviews to build trust in a product.
By creating sponsored posts for Gen X members to see, utilizing online communities, and establishing an average to good rating online, Gen X can be successfully reached through social media.
Baby Boomers
Baby Boomers are the least tech-savvy generation. They have Facebook to keep up with family, but typically aren’t active on other platforms. While their social media usage is limited, it is not nonexistent! Baby Boomers, similar to Gen X, are best reached through ads and sponsored content, feed posts, and online communities.
I feel that establishing trust and a relationship with a consumer of this generation is one of the most important steps. Ads should be direct with a clear call to action, but there should be an availability for the user to easily contact the firm outside of social media.
59% of Baby Boomers have made a purchase through an online channel. They typically require a higher rating and fewer reviews compared to other generations. This is where I feel that the option to speak with someone in the firm and have customer service experience would help reach Baby Boomers. They can be targeted online through social media and then finish the sale through another online platform or over the phone.
There are many different ways to approach social media marketing. It is important to know your target audience so you can compose content that is best suited for them. Spreading your content across various social media platforms in different content forms is a great way to maximize your reach.
In addition, don’t forget that there are members of each generation on every social media platform! Just because your target audience isn’t as active on TikTok, doesn't mean that short term videos wouldn’t benefit you or that TikTok is off limits. Social media is a great way to get creative. It has completely changed the way that we market and it should be taken full advantage of!
Social media marketing is a useful tool for establishing brand image and building a more personal relationship with consumers. This starts with knowing where your consumers are most likely to interact with your posts and the best ways to reach them!
If you're interested in reading more about how to boost your engagement once you have reached your target audience, check out my colleague Holly's post here!
Resources
Bernazzani, S. (2023, March 20). 7 pieces of content your audience really wants to see [new data]. HubSpot Blog. Retrieved April 22, 2023, from https://blog.hubspot.com/marketing/content-your-audience-actually-wants
Bump, P. (2021, June 10). Millennials vs. Gen Z: Why marketers need to know the difference. HubSpot Blog. Retrieved April 22, 2023, from https://blog.hubspot.com/marketing/millennials-vs-gen-z
Stelzner, M. (2021). TikTok strategy: A proven growth plan. Social Media Examiner. Retrieved April 22, 2023, from https://www.socialmediaexaminer.com/tiktok-strategy-a-proven-growth-plan/
Walker-Ford, M. (2022, December 21). How to use online reviews to market to different generations [infographic]. Social Media Today. Retrieved April 22, 2023, from https://www.socialmediatoday.com/news/how-to-use-online-reviews-to-market-to-different-generations-infographic-1/639043/
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