Generational Marketing: How to Reach Each Generation on Social Media

Businesses must update their marketing approach to reach consumers in the digital age. A company must know each generation’s values and preferences to create tailored approaches for each. Additionally, it’s important to recognize the different types of content and tactics that yield the best results on various social media platforms. This way, businesses can reach their target market and target demographic better.

Gen Z

Gen Z (1997-2012) are the world’s first digital native generation, and rely heavily on TikTok, Instagram and Snapchat. To engage Gen Z, companies must create authentic content which reflects their values and commitment to social causes. Influencer marketing is a key strategy as Gen Z puts more trust in influencers than traditional advertising. Brands can tap into this by sponsoring sponsored content or influencer-led campaigns.


Millennials (born 1981-1996) are the largest generation in the workforce and have considerable buying power. Popular social media platforms amongst them are Instagram, Twitter and TikTok. Millennials seek personalized experiences from brands, so companies should engage with them via comments, messages and customer service.  Using social media to highlight a company’s culture, values and employees will also resonate. Finally, a company can make cause-related marketing appeals which align to their beliefs.

Generation X

Generation X (1965-1980) were the first to embrace the personal computer and the internet. On social media platforms such as Facebook, Instagram and YouTube, they prefer practical, informative content. Companies should create material to educate Gen X on product features while highlighting its benefits. Discounts and promotions are also of interest – utilizing social media ads and email marketing campaigns to target them.

Baby Boomers

Baby Boomers (born 1946-1964) embraced televisions and have handled digital technology well, using social media like Facebook, Twitter and LinkedIn. “Boomers” value product quality and customer service. To engage with this generation, companies should create professional, informative content that stresses the quality of the products and services. Content should be emotionally-driven and target Baby Boomer values like nostalgia or family-oriented messaging.