In our first part we looked at how you can market to Generation Z and Millennials, now we continue the infographic into Generation X and Baby Boomers and how to market to them on social media.
How to Market to Generation X
Often branded as the middle child generation, Generation X are typically those born between 1965 and 1976 and they account for the smallest number of social media users, due in part to the fact they have the smallest population of all generations, but that doesn’t mean they should be ignored or forgotten.
As Generation X lived most of their life away from social media and the internet, they aren’t as web savvy as the generations that followed, simple and clear instruction such as straight forward click through links will offer the best solution. Surprisingly, Generation X spend on average 7 hours a week just on Facebook, which is more than Millennials. They’re also more likely to share content so always include a call to action when targeting Generation X.
Generation X are reported to have the second largest disposable income behind Baby Boomers, this affords them a more luxurious lifestyle and a willingness to splash out on non-essentials. Marketing that promotes luxury and comfort is more likely to appeal to Generation X.
Generation X are known to be a more reflective generation compared to Millennials and Generation Z who are more forward thinking and innovative, because of that a focus on nostalgia and yesteryear will invoke memories and indulge this trait.
Building a loyal fanbase is easiest with Generation X, 84% claim to be brand loyal which far outweighs any other generation. Using engaging and vibrant video or picture based content is more likely to build brand awareness, with 36% of all pinners on Pinterest belonging to Generation X, it’s clear to see that they favour visuals over written content.
How to Market to Baby Boomers
Born between 1946 and 1964, Baby Boomers are the generation that you would most likely avoid when it comes to online marketing. But with 91% of them purported to have at least one social media account, it’s hard to believe they aren’t targeted more often.
Boomers are quite specific in their needs when it comes to social media and will often favour more content based platforms such as Facebook. Inviting them to share their opinions and views is favoured by Baby Boomers and they’re 38% more likely to interact with content such as questionnaires and polls which will give them confidence that their voice matters. Baby Boomers also tend to be more motivated by politics and current affairs, so a focus on what’s going on around them today is most likely to appeal.
Boomers are keen to remain fully informed about a subject, so well executed, slower paced, information packed video content will increase the chances of interaction.
Only 5% of Baby Boomers actively use Twitter compared to a massive 84% that prefer Facebook, it’s imperative that you use the correct platform for maximum impact.
When it comes to communicating with a business, a massive 95% of Baby Boomers will opt for email over live chats. Encouraging newsletter signups will increase interaction with your business and help build awareness.
Marketing via social media can be a minefield, especially when you need to focus on a specific generation. Hopefully our fascinating insight into how best to approach your social media marketing will help you develop long lasting and meaningful relationships with those that matter the most.
Make sure you check out part 1 of our infographic here too!