It’s no surprise that in this technological age, social media plays a huge part in how we live our day to day lives. So integral it’s become, for many it’s hard to imagine what life would be like without it. But does our age have an impact on how we use and interact with social media?
In our 2 part series, we’re going to take a look at how social media is utilised by different generations, from the youngest users of Generation Z, through to the more mature Baby Boomers.
There are a number of differing factors that relate to social media with each generation. Each one of these factors can impact how successful a marketing campaign is. If your campaign is specifically targeting a particular age range, it’s important to know what works and what doesn’t. Below you’ll find some of our observations and how best to approach a targeted campaign for each generation:
How to Market to Generation Z
The new wave of social media users, typically born after 1996, they’re fast, sharp and limited in their knowledge of what life was like before social media. For Generation Z, we discovered that content should be kept short, positive and visually pleasing with the opportunity to interact.
Video based content is the most favoured by Generation Z, with 54% recommending Vine as the number one social media platform for those under 20. A video sharing website that anyone can join, it seems that keeping it real is highly valued by Generation Z. Authenticity is king, surprisingly big name celebrities aren’t as much of an influence as you may think, preferring promotions which involve real people.
Known as the “Pluralist” generation, Generation Z are more globally aware, more switched on to current affairs and what’s going on around the world. 80% of Generation Z will more often buy into a product/service if it has a social or environmental impact. Offering a visible result for their loyalty will also attract attention.
Ambitious and switched on, Generation Z respond well to empowerment and motivation, a campaign that makes them feel good about themselves and what they’re capable of will help build a captive audience.
Generation Z are also most likely to use social media when they wake up and when they’ve finished school or college, which means the optimum time for social media marketing is between the hours of 7am to 9am and 3pm to 5pm. Thursday and Friday are the best days of the week to market to Generation Z.
How to Market to Millennials
Millennials are most noted as those that were born between 1980 and 1995, coming of age around the turn of the century. In recent times the term Millennial has been seen as a negative term, however as the largest generation and currently the most influential on social media, there is far more to this generation than they’re given credit for.
The key to successfully marketing to Millennials is to focus on influence rather than being direct.
Millennials are a more idealistic generation and are vocal about subjects they care about so being able to connect with influencers in real time about these subjects will massively increase loyalty. Getting brand advocates to speak on your behalf using platforms such as Facebook Live will rouse interest and help develop relationships.
Millennials are very much at the stage of their life where personal development is important, networking online has allowed them to diversify their social circle, creating new opportunities. 87 million Linkedin users are Millennials, accounting for 38% off its user base, so key industry influencers can have a massive impact when developing loyalty and credibility.
Millennials also rely heavily on ratings and reviews to determine their decision about a company or product. With 34% of Millennials turning to social media when making purchasing decisions, offering authentic feedback from genuine customers/users will help cement a trustworthy reputation.
A non-conformist generation, Millennials respond well to relevant, credible content with a unique almost artistic approach. Providing an opportunity for them to respond will also help develop relationships.
With a buying power of over $1 trillion per year, Millennials are also a more money savvy generation so a focus on added value will also help.
Make sure you keep an eye out for part 2 where we look into How to market to different generations on social media for Generation X and Baby Boomers to complete our two part series.