19 Generational Patterns and Social Media

Generations, or age cohorts, are distinct groups with common experiences and characteristics related to the period in which they were born in the United States. They provide a framework for understanding how historical events, technological advancements and cultural shifts have shaped the values, attitudes and behaviors of each group. As a valuable tool for sociologists and marketers, generations help explain how people in different age groups interact with the world around them.

Here are the widely used generational categories:

• Generation Alpha – born in 2010 or later.
• Generation Z – born from 1997 to 2009.
• Millennials – born from 1981 to 1996.
• Generation X – born from 1965 to 1980.
• Baby Boomers – born from 1946 to 1964.
• The Silent Generation – born from 1928 to 1945.

Source: Defining Generations: Where Millennials End and Generation Z Begins

Surviving members of the Silent Generation spent most of their lives with no social media. After that, social media usage varies greatly across the generations:

• Baby Boomers and Gen X adopted early social media platforms like Facebook to connect with friends and family, share life updates and stay informed.
• Millennials were early adopters of Instagram, Snapchat and similar platforms, valuing visual content and personal expression.
• Born into a digital world, members of Gen Z had a strong presence on TikTok (prior to federal government intervention in 2024) and prefer short-form, visually engaging content.

Understanding generational preferences is crucial for marketers, as it allows them to tailor their messages and engagement strategies to specific generations, optimizing their reach and impact in an increasingly digital and interconnected world. 

Study the following presentation slides by using the forward button or clicking on sections of the control bar. To enlarge any interactive presentation in this guidebook, click on the lower-right full-screen option (arrows).

You should study the Pew Research Center’s Social Media Fact Sheet to view much more demographic information about U.S. social media usage, including gender, race and ethnicity, income, education, community and political affiliation. Consider how detailed information like this can be useful for advertisers and social media influencers to plan targeted campaigns.

THE LONG, BROAD VIEW

For a global perspective of the evolution of social media, the video below shows the most popular platforms from 1997 to 2023.

CONSUMPTION TRENDS

Generational media consumption trends offer insights into how people interact with and consume content. Baby Boomers and Gen X often gravitate toward traditional sources like television and printed materials. Millennials have played a huge role in the rise of digital streaming services, favoring on-demand content on platforms like Netflix and YouTube. Generation Z has shaped the popularity of visual platforms like Instagram (and TikTok), while also participating in gaming and e-sports communities.

These trends highlight the shift toward personalized, on-the-go media experiences, driving companies to cater to the distinct preferences of each generation.

One research summary from Colorado State University provides the observations used in the following interactive presentation.

Study the following presentation slides by using the forward button or clicking on sections of the control bar. To enlarge any interactive presentation in this guidebook, click on the lower-right full-screen option (arrows) .

MARKETING INTERESTS

Social media marketing has become a crucial avenue for brands to engage with audiences, and each generation has distinct expectations for the brands they follow. To profit from social media marketing, brands must ensure they are reaching their targeted audiences with the appropriate marketing tactics. Score, a non-profit resource partner of the U.S. Small Business Administration, compiled statistics about how different generations act on social media.

• Gen Z, while heavily involved in nearly all aspects of Internet culture, likes visuals of how things are made and business owners’ testimonials for the brand’s growth. Therefore, they are more likely to try/buy something if many have reviewed it (#Tiktokmademebuyit).
• Millennials follow brands for entertainment (38%) and information (42%). Moreover, they are the most likely to unfollow a business due to a bad experience (21%), or if they found its marketing to be annoying (22%).
• Gen X follows brands for contests (41%) and deals/promotions (58%). They are also more likely to unfollow a business if it offends them or opposes their beliefs.
• Baby Boomers are similar to Gen X in the way that they follow brands for deals/promotions (60%), but they also follow for information (53%). Also, they are likely to unfollow brands if they receive too much spam/irrelevant posts.

Across all generations, there is an emphasis on genuine, two-way communication, and a demand for responsive customer service. In this evolving landscape, brands must adapt their social media strategies to meet the unique preferences and values of each generation, fostering lasting relationships and trust with their audience.

The generational categories do not just apply to Americans. The following video from Cure Media, a European social media influencer company, analyzes the consumer behavior of Gen Z and Millennials.

GROWING CONCERNS

As you read in a previous chapters, research on social media suggests that younger, pre-adult audiences are especially vulnerable to social media. A New York Times project, titled “Being 13, cited a frequent concern that “adolescents are moving into this messy digital world at a time when they desire social attention most — and are not yet wired for restraint.” Moreover, adolescent girls struggle with depression and anxiety at higher rates than adolescent boys, a trend that the pandemic amplified.

This has led some schools to restrict or ban cell phone usage during the school day.

TARGETED TAKEAWAY

For students who plan to pursue a career in advertising and public relations, this chapter illustrates the importance of identifying the generation(s) of your target audience as you build a campaign. As a simple example, if you primarily want to reach Gen X and Baby Boomers, Pinterest probably won’t be the most effective and cost-efficient strategy. If you’re trying to reach a younger audience to establish brand loyalty, though, Pinterest or Instagram Reels might be a good choice.

In simple terms, keep in mind that, due partly to generational differences, not everyone likes the content that you like.