It’s no secret that a crucial aspect of marketing your business is tapping into the expansive reach social media provides. However, going content crazy on every social media platform out there is not beneficial. Here at Aspen and Fort Lauderdale-based public relations agency Durée & Company, we know that to strategically reach your target market, clients need to take a deeper look into which age group is using what social media platform and, more importantly, how.
Baby Boomers
Born between 1946 and 1964, this generation is likely the oldest in the workforce. Even though social media may be a new concept to them, you’d be wrong to leave them off your digital marketing plan. Yes, baby boomers are definitely the least active when it comes to social media; however, 91% of them reported that they do, in fact, have a social media account. These folks tend to lean toward more content-heavy platforms such as Facebook, and typically avoid the likes of Twitter and Snapchat. This is because they generally lack the technical proficiency and understanding of the nuances across various social platforms, but they have embraced social media for communication and research. They also tend to be more vocal in sharing beliefs, opinions and reviews.
Key Takeaway: When trying to reach baby boomers, stick to Facebook. Keep your content informational and concise, and give them an opportunity to vocalize their thoughts ― think polls and quizzes.
Generation X
Often referred to as the ‘forgotten generation,’ Gen X’ers were born between 1965 and 1979. Despite their small size compared to the rest of the population, this generation now holds the majority of business leadership positions and even accounts for 31% of the total U.S. income, according to a recent Nielson report. Wedged between baby boomers and millennials, this ‘middle-child’ of generations tends to follow similar trends as both their generational neighbors. By this, we mean that Gen X’ers use social media just as much as, if not more than millennials, but similar to baby boomers, they spend most of their time connecting with friends and searching for information, rather than sharing their private life. They truly are a hybrid when it comes to marketing. Gen X’ers are not fooled by what’s trendy. Instead, they value consistency, reliability and discounts (due to the fact that they are likely busy building their family, dealing with children, paying mortgages and tuition).
Key Takeaway: In general, these guys haven’t hopped on the Instagram train, so stick to Facebook and Twitter when trying to reach them. Also, just as you would for baby boomers, be sure your content is informational and to the point. Incorporating giveaways and sweepstakes are very eye-catching to this deal-loving generation.
Millennials
Ah, the original social media gurus … millennials are those born between 1980 and 1995. Although they’re often the generation characterized by laziness, entitlement and self-absorption, they’re also currently the most influential group on social media. Millennials’ social platform of choice is Instagram, with Facebook trailing close behind. Unlike previous generations, this generation is heavily influenced by what they see on social media. According to a Nielsen report, 72% have reported buying fashion and beauty products based on Instagram posts, and 84% said they’ve been influenced to make a purchase based on user-generated content. This means millennials depend on their peers. In fact, they’re far more likely to trust a brand based solely on how influencers and advocates react to it in real-time.
Key Takeaway: If your target market is millennials, keep your focus on Instagram and Facebook. Also, influencers are key when it comes to social media marketing for this group. Millennials will gravitate toward brands that have a loyal and trusted following. It also doesn’t hurt to engage. Since this group looks at social media as a primary form of communication, they’ll expect their questions, comments and concerns to be addressed directly on the social platforms.
Generation Z
These new kids on the block were born after 1995 and have never known a world without social media. Because of this, social media is their primary form of media and entertainment. Psst … this generation is more likely to turn to YouTube on their phone than the television, so save your money on purchasing TV commercials! Their platform of choice: direct and time-bound social sharing like Instagram Stories and Snapchat … then of course, YouTube.
Key Takeaway: These kids are all about visuals. When marketing to Gen Z, content should be eye-catching, authentic and quick to capture their attention, since their average attention span is only a mere 8 seconds. You’ll also want to stick to YouTube, Instagram and Snapchat because you won’t find any Gen Z’ers scrolling through Facebook. So, get creative on video content and quick GIFs, because this YouTube generation is losing interest quickly!
While social media is essential to any brands’ awareness efforts, it’s important to be strategic in your social media marketing. Not sure which platform to head to? Give us a call! We’ll make sure your brand is staying in touch with the right generation.
About Durée & Company
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit arenas for local, national and international clients. Services include public relations, social media, marketing, content development, advertising, special events, branding, radio promotions and more. Durée & Company clients include well-known names in yachting, business, fashion, hospitality, travel, wellness and CBD, art and culture, nonprofit organizations, legal and professional services and real estate. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, go to https://dureeandcompany.com/, visit Durée & Company on Facebook at https://www.facebook.com/DureeCoPR/, Instagram at https://www.instagram.com/dureecopr Twitter at https://twitter.com/dureecopr or YouTube at https://www.youtube.com/user/DureeAndCompany, or call 954-723-9350.
