Quotes on Marketing to Seniors and Baby Boomers on Facebook

Trends in how generations use social media channels correlate with the types of content people adopt and what people hope to gain from online interactions. Social media users across generations are drawn to visual content such every bit images and videos. This has led to growth in visually driven platforms such as YouTube, Instagram, and Snapchat, especially amidst younger generations.

Although people tend to think of social media in terms of Facebook, Instagram, and Twitter, the reality of the social media landscape is much more diverse. Other platforms such as YouTube, Pinterest, and, to a bottom extent, LinkedIn and Reddit are still popular simply not among every generation.

As a whole, younger generations such as Generation Zers (ages thirteen-17), millennials (ages eighteen-34), and Generation Xers (ages 35-54) use social media more ofttimes than infant boomers (ages 55+). Even so, this is non the case for every social media aqueduct.

Different generations are drawn to unlike social media platforms that correlate with the types of content people prefer and what they promise to proceeds from their fourth dimension online.

The Manifest surveyed 627 social media users from across the U.S. to understand how social media employ varies beyond generations and what types of content fuel their social media habits.

Businesses can use this report to meliorate empathise their consumers' social media habits and what types of content on which platforms might appeal most to their target audience.

Our Findings

• More than than lxxx% of every generation uses social media at to the lowest degree once per 24-hour interval making social media part of their daily routine.
• The bulk of Generation Zers (77%) and millennials (79%) use social media multiple times a day, but millennials are more likely to split up their time beyond a wider range of platforms, while Generation Zers spend more time on fewer platforms.
• Images remain the nigh popular type of content: Around three-quarters of Generation Zers (77%), millennials (77%), and Generation Xers (72%), along with 52% of baby boomers, prefer posting images on social media.
• Facebook's popularity is failing with younger generations with only 36% of Generation Zers use Facebook at least in one case a week, compared to 87% of millennials, 90% of Generation Xers, and 96% of baby boomers.
• The bulk of Generation Zers (89%), millennials (86%), Generation Xers (68%), and infant boomers (52%) utilise YouTube at least one time a calendar week to access video content.

Social Media Is Role of Every Generation's Daily Routine for Different Reasons

Social media was once associated with only the younger generations, but now, all generations utilize social media as part of their daily routines.

More than 80% of every generation uses social media at least once per twenty-four hour period.

Lxxx-nine percent (89%) of Generation Zers, 88% of millennials, 81% of Generation Xers, and 86% of babe boomers use social media daily, only why? Easy access to the internet and mobile devices is one reason.

"Our daily use of social media reflects what is happening culturally with mobile devices and everyone having such easy internet access," said Nicole Rados, social media director at Convertiv, a digital marketing bureau. "Social media is such an like shooting fish in a barrel way to arrive touch with people, follow the news, and just stay upward-to-engagement on culture and events."

What people promise to gain from their feel online drives their social media habits, and people use dissimilar platforms for various reasons such equally:

• Staying in touch with friends and family
• Finding a sense of community
• Searching for solutions to issues or information
• Looking for ideas or inspiration
• Entertainment
• Promoting professional person endeavors
• Expanding professional network

Ultimately, people's social media habits are shaped past their private preferences and interests, which are also influenced by their age and generation but not always.

"I'm a millennial, but so is my fiancé, and we both use social media very differently," said Anastasia Iliou, senior content manager at MedicarePlanFinder.com.  "I'm more of a Facebook user … My fiancé, on the other mitt, pretty much exclusively uses Reddit. I genuinely believe that preferred social media platforms take nothing to practise with age and everything to do with personality."

I genuinely believe that preferred social media platforms accept nothing to exercise with age and everything to practice with personality.

Discussing social media habits among generations is less virtually generalizing generational habits and more about thinking critically most the age of the generations, where they are in life, and what they hope to gain from their social media experience.

"Social media is driven by the interests of [a] specific private," said Mark McIntyre, CEO of MaxAudience, a San Diego advertizing and spider web design agency. "You only look at the generation, and each generation has a dissimilar personality … [but] y'all don't remember about it as merely the generational personality. You lot also have to layer on the age of the folks in that generation."

Social media habits are driven past people's private interests, only their historic period can play a part in which channels they are fatigued to.

For instance, a infant boomer may turn to Facebook to collaborate with others, while a Generation Zer may turn to Snapchat.

"I employ Facebook daily because so many of my peers and older friends use Facebook, and I like to catch up on [updates]," said Catherine Callahan, a baby boomer social media user, health advocate, and possessor of ICareHealthCare, a home health care agency in Santa Barbara, California.

Similar many other baby boomers, Callahan uses primarily Facebook to interact with others because that'southward where her community is and where her target audition consumes content the nearly.

Callahan posts content related to health intendance to share information and tips with people searching for answers. She besides uses Facebook to promote ICareHealthCare to those looking for in-home care.

As a baby boomer, Callahan not only uses Facebook but also Instagram, Pinterest, Reddit, Twitter, and YouTube. Withal, she uses Facebook the most since that's where her community and target audience is.

Different needs and goals fuel each individual's daily social media habits.

Generation Zers Spend More than Fourth dimension on Fewer Platforms Compared to Millennials

Generation Zers (ages 13-17) and millennials (ages xviii-34) use social media more often than older generations, simply even younger generations' social media habits differ.

Although more than iii-fourths of Generation Zers (77%) and millennials (79%) use social media multiple times per day, Generation Zers tend to spend more time on fewer platforms, while millennials tend to utilize a more diverse range of platforms.

At least twoscore% of Generation Zers report using three platforms at least once a week: YouTube (89%), Instagram (74%), and Snapchat (68%).

Conversely, at least forty% of millennials study using six platforms at to the lowest degree once a week: Facebook (87%), YouTube (86%), Instagram (71%), Snapchat (52%), Twitter (42%), and Pinterest (42%).

Generation Zers and millennials spend similar amounts of time on social media merely use that time differently. Generation Zers focus on fewer platforms while millennials tend to use a greater variety of social media channels.

"Gen Zers are more targeted and know exactly what they want out of their social media use," said Joseph Rothstein, CEO of Social Media 55, a social media marketing bureau. "They don't have the time to diversify the platforms they use because they're focused on mastering the ones they utilise."

While millennials split up their time across multiple platforms, Generation Zers focus more than on mastering the platforms where their community exists.

Differences in how millennials and Generation Zers use social media may go more obvious as they both age and new platforms announced on the digital landscape, such as TikTok and Fortnite.

Facebook'southward Popularity Is Receding With Younger Generations

Facebook is oft hailed equally the rex of social media success, but its reign might ane day come to an terminate if Generation Zers' utilise of the platform is whatsoever indication.

Just 36% of Generation Zers use Facebook at least once a week, compared to 87% of millennials, ninety% of Generation Xers, and 96% of infant boomers.

Baby boomers and Generation Xers written report using Facebook most frequently, followed by millennials and so Generation Zers.

This gap signals Facebook's failing popularity with younger generations.

"Facebook came out with a Gen X and millennial age group when it hit its peak in terms of users joining at a fast rate," Rados said. "A lot of older people in the past [few] years have made up the majority of the newly joined user base of operations on Facebook, and Generation Z wants to have its own network and place to engage with their friends that isn't part of the older adult population."

Although the age grouping of Facebook'south user base might be deterring younger generations, then might the type of content Facebook specializes in. Content on Facebook tends to exist diverse, ranging from text-based to highly visual.

Some experts say this deters younger generations, who tend to only want to see content they are interested in.

"Snapchat and Instagram are cooler for younger generations because they take less content," McIntyre said. "You become to cull to see all the good stuff and none of the junk. It's way more than epitome-based and way less text-based, and y'all don't go everyone'south rant."

Platforms such as Snapchat and Instagram appeal more to younger generations because they're newer, tend to have a younger user base of operations, and specialize in visual content, including brusque-lived content.

More than ii-thirds of Generation Zers (68%) and 52% of millennials use Snapchat at least once a week compared to but 32% of Generation Xers and 5% of baby boomers.

Snapchat allows users to share and see merely the content they desire to see, giving them more control over their privacy.

Facebook'southward failing popularity with younger generations may also be linked to its recent information scandals.

"Younger generations are shifting dorsum from everyone sharing everything on the internet," Rados said. "It seems younger generations are wanting to exist more closed off and have their private groups … with Snapchat specifically, they can select which friends see content and take smaller groups within the platform itself."

Snapchat allows users a private feel contained to their own network, but information technology also gives users the option of connecting with others around the world. Snapchat'southward oestrus map features allow people to come across where the nearly "snaps" are taken in a specific location.

Snapchat users can run across the different sports events trending in the U.S., watch snaps from the Kaaba in Saudi Arabia, and view photos and videos from the Eiffel Tower.

"I used [the heat map] every bit a guide to find the most popular areas to visit while traveling," said Morgan Lathaen, a millennial social media user and marketing coordinator at Thumbprint, a branding bureau.  "I've also used it traveling to see where various monuments were based on my location."

Like Facebook, Snapchat is a versatile platform, just it allows its users more control over the content they see and when they see information technology.

Facebook has been the king of social media for a while, and although information technology remains the most-used platform, this may change in the futurity in light of younger generations' increased attention to privacy and content preferences.

All Generations Adopt Posting Images

People of all generations are visually driven and tend to post images more other types of content.

More than 70% of Generation Zers (77%), millennials (77%), and Generation Xers (72%) adopt posting images.

Fifty-two pct (52%) of infant boomers as well adopt posting images compared to other types of content such as updates, quotes, and opinions.

Lisa Dorenfest, a babe boomer, social media user, and circumnavigating sailor, said people prefer image content on social media because a good photo transports a viewer directly into the scene, stimulating the senses and generating a range of emotions.

"Words take more time to generate the same response finer," Dorenfest said.

Dorenfest uses mainly Instagram to share her photography from around the earth.

Dorenfest's images tell stories that she usually lets readers discern for themselves.

Posting images of her travels not merely helps her connect with her audience only also helps her audience connect with places and cultures they may non always feel themselves.

"Imagery tells a story that we can all fill in," said Jeremy Graves, CEO of Jeremy Graves Coaching and Consulting LLC which helps businesses with strategy and civilization. "Nosotros don't accept to read what someone else thinks. Nosotros tin connect through imagery, and the story becomes our own instead of having to read someone else's script."

We tin can connect through imagery, and the story becomes our own instead of having to read someone else'south script.

Images enable viewers to connect with scenes they've never seen in person.

They transport them to that moment while encouraging them to use their imagination to fill in the details that might non be reflected in the photo itself.

The Popularity of Visually-Driven Platforms Boosts the Influencer Market place

The popularity of images and platforms such as Instagram has also given rise to social media influencers and influencer marketing.

For example, Dustin Tyler is a millennial social media influencer and tattoo model who uses his social media presence to promote products such equally watches.

With more than 70K followers on Instagram, Tyler partners with companies to human action as a brand administrator and promote their products to his followers.

"Basically, I get paid to create content for sure companies and testify that content to my audience and followers," Tyler said. "I know the content I created on social media was successful if my followers purchased the products I promoted."

Currently, Tyler relies on images but recognizes that video content can expand his network and open up new opportunities for him as an influencer.

The power of images combined with the power of social media connects people to destinations and businesses through individuals' content.

YouTube Attracts Users of All Ages

Video content is as well popular among all generations, and equally the demand for video rises, and then does the popularity of the platforms that support it – especially YouTube

More than 80% of Generation Zers (89%) and millennials (86%) use YouTube at least once a week.

More than half of Generation Xers (68%) and baby boomers (52%) as well use YouTube weekly, signaling an increasing popularity in video content across generations.

While images can ship viewers to the scene by sight, video tin can appoint more of their senses by showing them what the scene looked and sounded like.

"Video content is the richest form of visual content," Rothstein said. "Video leaves an impression on y'all. It allows you not only to remember the sounds but too the sights."

Video leaves an impression on yous. It allows you non but to remember the sounds merely likewise the sights.

Video content is versatile in that it gives social media users options to:

• Watch and heed
• Picket with no sound
• Listen only to the audio

This versatility bodes well with an increasingly busy audience that appreciates the option to sentinel and listen, only watch, or only listen to a video, whether they're on YouTube for entertainment or looking for information.

For example, Jim Costa is a Generation Ten social media user and runs a video blog dedicated to helping senior citizens learn how to use technology to accomplish everyday tasks.

"I focus on senior citizens because while I'thousand fortunate enough to understand engineering science, I realize that many seniors aren't, so I do what I tin to help," Costa said.

His series on Google Chrome, for example, helps senior citizens learn how to perform tasks such as tracking packages using Chrome so they can alive more contained lives.

Other videos he produces explain how to download apps, offering iPhone tips, and discuss the meaning behind emojis – things that might seem second nature to younger generations but prove challenging to older social media users.

Video content'due south accessibility makes it i of the richest content types. Demand in video content has given rise to YouTube, especially among younger generations, and incentivized other platforms to cater their channels more than toward video content, including brusk-lived content platforms such equally Snapchat and Instagram stories.

Content Preferences Fuel Generational Social Media Habits

Well-nigh marketers and social media marketing agencies are aware that generations have different habits when it comes to social media. However, as generations age and new types of content are introduced to the social media landscape, marketers and businesses will demand to stay up to date on the latest social media trends.

• In 2019, more than baby boomers are using Facebook weekly than Generation Xers, millennials, and Generation Zers.
• Younger generations such as Generation Zers and millennials are more fatigued to visually-driven platforms such every bit Instagram and Snapchat.
• Every generation prefers posting images more than other types of content such every bit updates, opinions, and even video.
• The majority of every generation use YouTube at to the lowest degree in one case a calendar week.

Although people'south generation plays a role in determining which platforms they use, content preferences and what individuals hope to gain from their time online play a larger part in determining their social media habits.

About the Survey

The Manifest surveyed 627 social media users in the U.Due south.

Most survey respondents were female person (65%), and 35% were male.

About 14% of respondents are Generation Zers (ages 13-17); 36% are millennials (ages xviii-34); 31% are Generation Xers (ages 35-54); and 19% are baby boomers and older (ages 55+).

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Source: https://themanifest.com/social-media/how-different-generations-use-social-media

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