Act Their Ages: How Social Media Marketers Can Better Reach Each Generation

More than half of Gen Z (53%) and Millennials (56%) have made a purchase through social media in the last three months, stats that recent Emplifi research say marketers “can’t ignore.”

“They’re active buyers, and social is their shopping mall,” the Marketing Across Generations report says. “But they’re not buying because of logic. They’re buying because something clicked — the look, the tone, the sense that this product was made for them.”

The report dives into the message-emotions that move those various audiences the most, including relevance, tone, and energy for younger generations and clarity, trust, and proof for older generations. Being relevant for all audiences means brands need to deliver more than one type of content, the report says, and for social media, that means brands can’t “just chase followers.”

(Source: Emplifi)

Emplifi recommends the following for each generation:

• Gen Z: Publish strong, entertaining content they’d “share in a group chat”
• Millennials: Aim beyond the wallet and “blend lifestyle with value
• Gen X: Demonstrate value clearly and not “overthink it”
• Boomers: “Lead with utility” and informative calls to action, as 80% follow brands on social media for promotions and discounts.

“If your brand only delivers one type of content, it’s only resonating with part of your audience,” the report says. “And that leads to missed opportunities.”

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