Social media is an integral tool in any digital marketer’s arsenal. However, not everyone uses these social channels in the same way. Have you ever stopped to think about the nuances in your audience’s social media behavior? It’s time to look into Social Media Usage based on the generation wave, who is spending time where?
As she makes her way in the digital marketing world as a Content Specialist, she also makes sure that she’s updated with the latest memes and trends among other things. With her inner rapper, Paula pops those headphones in and listens to her R&B and Hip Hop playlist during her long rides to and from the South. She either gets herself a venti cup or two of her fave iced coffee or a cold bottle of beer on a random day. There’s nothing in between.
Most audiences are on their mobile phones, scavenging for interesting content on their feeds or simply connecting with their friends and family. But the question keeps open, the social media usage trends between generation is different or the same?
Of the 3.196 billion social media users worldwide, there are four generations with completely different habits towards using Facebook, Twitter, Instagram, and other popular platforms. To create the best and most effective social media strategy that utilizes these channels, you need to research where your market is and what they are doing when they’re online.
The Generations at a Glance
You’ll be surprised to find out that it’s not only the millennials and Gen
Gen Xers are actually on social media more than millennials. People in this age range are all in the working class, which means most have access to browsing and posting late at night. They value brands whose values they align with, thus making this generation quite vocal about negative experiences with a business. Keep this in mind when targeting them, and always present authenticity and real value.
Millennials are truly creatures of social media: they are twice more likely to contact businesses via their social media customer support more than other generations. They’re online one-third of the day and communicate mainly through messaging apps. It could be tricky to target your posts to niches or specific groups, so it would be a good idea to strategically time your posts if you want them to notice you.
On the other end of the spectrum, half of the Gen Z crowd prefer Instagram over Facebook. Social media is a huge part of their lives that it can even influence how they feel at times. Being surrounded with so much tech, animations, and media growing up, these folks have short attention spans. This is another critical insight you should be looking at as a digital marketer: How can you grab their attention and get them to stay with you long enough to convert?
Understanding Each Generation’s Habits
Whether or not your social media team is in-house or outsourced, a good understanding of each generation’s habits will give your strategies an extra boost that will surely set you apart from the rest. At a time where there are so many pieces of content and information within reach, it’s essential to connect with your audience and build relationships with them to strengthen your brand’s presence.
In the infographic below, you will be learning more about each generation’s social media behavior and how you can craft compelling social media messages. You may also consider reading the original post for an in-depth explanation of each section.