Building Your Online Business.
In today’s diverse and fast-paced digital landscape, effectively reaching different generations requires understanding their unique preferences and behaviors on social media. Each generation—Gen Z to Baby Boomers—interacts with technology, gathers product information, and communicates differently. For you, looking to connect with a broad audience, & tailoring your marketing strategy to match the habits of each generation is key.
This presentation will take you through a step-by-step breakdown of how to engage with each generation:
- Preferred Platforms: We’ll explore the most popular social media platforms for each generation, from TikTok and Instagram for Gen Z to Facebook and YouTube for Baby Boomers.
- Gathering Product Information: Discover how each generation likes to find out about new products, whether through influencers, social media ads, or traditional word-of-mouth.
- Search Habits: Understand how each group searches for product details, from using hashtags and TikTok videos to conducting Google searches and watching YouTube tutorials.
- Preferred Contact Methods: Learn the preferred communication channels for each generation, from quick DMs and video messaging for Gen Z to more formal emails and phone calls for Baby Boomers.
By following these steps, you’ll be able to craft a targeted social media strategy that speaks directly to the needs and preferences of each generation, enhancing your ability to engage, convert, and build lasting relationships with your audience.
- Total Population of North America (2024): 381M
- Generations Overview:
- Gen Z (1997-2012) – Age: Teens to early 20s
- Millennials (1981-1996) – Age: Mid 20s to late 30s
- Gen X (1965-1980) – Age: 40s to 50s
- Baby Boomers (1946-1964) – Age: 60s to late 70s
2: Gen Z
- Population Share: ~70M (18%)
- Preferred Platforms:
- TikTok (dominant for trends and discovery)
- Instagram (especially Reels and Stories)
- Snapchat (for personal connections)
- YouTube (for product reviews and tutorials)
- Where They Get Product Information:
- TikTok influencers and viral trends
- Instagram Reels and Stories
- YouTube unboxing and haul videos
- How They Search:
- TikTok for quick product discovery
- YouTube for detailed reviews
- Instagram hashtags and trends
- Preferred Contact Methods:
- DMs on Instagram or Snapchat
- Text messages (direct and fast)
- Short-form videos for communication (e.g., TikTok or video messaging)
3: Millennials
- Population Share: ~83M (22%)
- Preferred Platforms:
- Instagram (top choice for visual discovery)
- TikTok (growing rapidly)
- YouTube (for product tutorials and reviews)
- Twitter for news and updates
- Where They Get Product Information:
- Social media influencers and brand partnerships
- YouTube and TikTok videos
- Instagram Stories and Reels
- How They Search:
- Hashtags on Instagram and TikTok
- Product recommendations from influencers
- Google and YouTube for in-depth research
- Preferred Contact Methods:
- DMs on Instagram
- Email for formal communications
- Text messaging or WhatsApp
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4: Gen X
- Population Share: ~65M (17%)
- Preferred Platforms:
- Facebook and Instagram
- LinkedIn for professional connections
- YouTube for how-to guides and product demos
- Where They Get Product Information:
- Social media ads (targeted ads on Facebook and Instagram)
- Google searches
- Reviews from peers and influencers
- How They Search:
- Use of Google and YouTube for more in-depth research
- Product comparison sites
- Facebook Marketplace for local products
- Preferred Contact Methods:
- Text Messages
- Facebook Messenger or DMs on Instagram
5: Baby Boomers
- Population Share: ~70M (18%)
- Preferred Platforms:
- Facebook (dominant)
- YouTube
- Increasing use of Instagram (late adopters)
- Where They Get Product Information:
- Word of mouth and reviews
- Facebook Groups and community forums
- TV commercials and YouTube tutorials
- How They Search:
- Google Search (main source)
- YouTube for video tutorials
- Traditional websites and brand pages
- Preferred Contact Methods:
- Phone calls (especially for customer service)
- Facebook Messenger
6: Key Takeaways
- Gen Z relies heavily on TikTok and Instagram for product trends and prefers informal, quick communication like DMs and short videos.
- Millennials are visual shoppers, with Instagram and TikTok playing a major role in product discovery.
- Gen X leans on Facebook, Instagram, and YouTube, favoring Google searches for research.
- Baby Boomers trust traditional communication channels and are most active on Facebook and YouTube.
7: Strategies for Connecting Across Generations
- Gen Z: Create viral content on TikTok, use Instagram Reels, and communicate through direct messages and short-form video.
- Millennials: Invest in influencer partnerships on Instagram and TikTok, and maintain engaging email and DM communication.
- Gen X: Engage with Instagram and Facebook ads, offer email newsletters, and provide YouTube reviews.
- Baby Boomers: Use targeted Facebook ads, detailed YouTube tutorials, and email campaigns.
In Conclusion
- Understanding generational preferences allows you to tailor your marketing strategies effectively.
- Leveraging the right platforms ensures successful communication and higher engagement.
- Focus on personalized content and platform-specific trends to capture each generation’s attention.
Terri K's Journey of an Avon Lady 