Leveraging Social Media Marketing to Different Generations
Each generation uses social media in a unique way, thus businesses need to know how to reach each generation in a way that resonates with them.
Marketers have been using generational divides as a means of marketing for decades, and it rarely fails. Understanding generational social media use helps businesses tailor their campaigns to reach the right people and increase their bottom line.
Here are the basics that businesses should know to get started:
Baby boomers are more active on social media than you might think, but businesses need to pay extra close attention to how they’re engaging their boomer customers. As the generation born between the years 1944-1964, they grew up with mostly face-to-face interactions. Because of this, they tend to expect top-notch customer service when they’re on social media, and they don’t like sifting through content to find what they’re looking for.
A critical fact that all businesses should know about boomers is that they largely prefer Facebook to any other social media site, and they tend not to experiment much with newer sites like Instagram and Snapchat. Although LinkedIn comes in second to this demographic, Facebook is generally the place where boomers are the most receptive to ads.
Born within the years of 1965-1980, Gen X has the largest spending power of any generation at 31%. With that much buying power, businesses can’t afford to ignore them. As boomers begin to retire, Gen X is taking over as the leaders of the workforce, and as the new decision-makers, they’re the generation that businesses need to target when marketing their B2B products.
Although Gen X’ers use other social media sites far more frequently than boomers do, Facebook is still their social media platform of choice with Instagram a close second. Not only is Facebook advertising highly effective for Gen X, but companies that engage this generation can also benefit from higher rates of brand loyalty.
Those born between 1980 and 1995 are considered Millennials. Because this generation grew up with social media from a young age, they can generally be found liking, following and sharing content on their favorite social media sites. But despite this generation’s inclination toward social media, reaching your ideal millennial customers might take more work than you originally thought.
Unlike boomers and Gen X’ers, Millennials are active on a wider variety of social media sites. Instagram and Twitter are much more popular among this generation than with the previous generations, meaning your business might need to engage this group on more than just Facebook to see its desired results. Even though 89% of Millennials have Facebook accounts, only half of them use the platform regularly. Instagram tends to be the millennial social media site of choice, with 53% using it on a daily basis.
Using these tools and tricks to engage leads through social media can be a tried-and-true generational marketing strategy, and can be a great starting point for your business.