Gen X meets Gen Z

Category: Social Media

Social Media

  • How Gen Z and Gen X use social media differently — and what it means for your marketing

    How Gen Z and Gen X use social media differently — and what it means for your marketing

    Gen Z and Gen X are both highly active online, but they don’t use social media the same way — not even close. If your digital marketing strategy doesn’t reflect that, you could be missing the mark with half your audience.

    In this post, we’ll break down how each generation interacts with social media, what platforms they prefer, what kind of content they engage with, and how you can tailor your approach to speak their language — and earn their attention.

    🧭 Platform Preferences: Where They Spend Their Time

    Gen Z:

    • 👻 Snapchat for daily chats and quick updates
    • 📸 Instagram for lifestyle inspiration and influencer content
    • 🎥 TikTok for trends, entertainment, and product discovery
    • 📺 YouTube for tutorials, entertainment, and long-form content
    • 📱 BeReal for authentic, unfiltered content

    Key insight: Gen Z treats social media as both entertainment and personal expression. They’re creators, not just consumers — and they love brands that embrace authenticity and originality.

    Gen X:

    • 📘 Facebook for news, events, and community
    • 🧑‍💼 LinkedIn for professional networking and thought leadership
    • 📺 YouTube for how-to content and entertainment
    • 📷 Instagram for photos and family updates

    Key insight: Gen X uses social media with a practical mindset. They look for value, information, and connections — not just trends or memes.

    🧠 Content Expectations: What Grabs Their Attention

    Gen Z:

    • Short-form video (Reels, TikToks, Stories)
    • Authentic behind-the-scenes content
    • Creator/influencer partnerships
    • Interactive formats (polls, duets, challenges)
    • Memes, humor, and cultural references

    They want: Realness over polish. Creativity over corporate-speak. Community over one-way messaging.

    Gen X:

    • Informative blog links or long-form posts
    • How-to videos and tutorials
    • Product reviews and customer testimonials
    • Case studies and industry news
    • Engaging but professional tone

    They want: Trustworthy content. Useful takeaways. Proof that your brand delivers.

    📈 Engagement Patterns: How They Interact With Brands

    Gen Z:

    • More likely to DM a brand than email
    • Engages with polls, quizzes, trends, and video replies
    • Highly responsive to creator-led campaigns
    • Values responsiveness and casual tone in replies

    Gen X:

    • More likely to comment or share content publicly
    • Prefers clear CTAs and structured brand messaging
    • Appreciates helpful customer service over DMs or comments
    • Less influenced by creators; more by peers or experts

    🎯 Marketing Takeaways: How to Tailor Your Strategy

    If You’re Targeting Gen Z:

    • Lean into vertical video (15–60 seconds)
    • Partner with micro-influencers in your niche
    • Be playful and human in your tone
    • Post often and adapt to trending formats
    • Don’t be afraid to show your messy side — authenticity wins

    If You’re Targeting Gen X:

    • Focus on informational and evergreen content
    • Use storytelling and testimonials to build credibility
    • Maintain a professional brand voice
    • Share content that’s useful, not just entertaining
    • Make sure your CTAs are clear and benefit-led

    🧩 What If You’re Targeting Both?

    Here’s where it gets fun. You can design your content strategy to segment by platform and tone. For example:

    • Use TikTok + Instagram Reels for Gen Z, showing real stories and brand personality
    • Use LinkedIn + Facebook for Gen X, focusing on trust-building and value-driven content
    • Use YouTube to meet both audiences with educational or storytelling content
    • Use email as a re-engagement channel that aligns with both generations (personalised and strategic)

    📌 Final Thoughts

    Social media is not one-size-fits-all — especially when you’re working across generations. If your brand wants to stay relevant in 2025 and beyond, it’s time to speak the right social language for the right audience.

    Whether you’re building relationships with career-focused Gen X or trend-savvy Gen Z, the key is clarity, consistency, and connection.

    Need Help Building a Cross-Generational Strategy?

    We specialise in messaging, content, and strategy that bridges the gap between Gen X and Gen Z — so your brand speaks fluently to both.

    Let’s chat — or call 07712.105.711 to book a confidential call today.