Depending on your business, you probably have a certain demographic or generation you’re most trying to reach with your products or services. If you’re a company that fixes cars, you want to reach people who own cars. If you own a laser tag company, maybe you’re trying to reach a young family-oriented demographic. Whatever your company, it’s important to know how the different generations engage with online marketing, because each one is surprisingly different. Of course, there are no hard-and-fast rules when it comes to who is engaging where. Every person is unique.
For the sake of time, we’ve broken down the generations into a group of quick tips on how best to reach them.
Gen Z, born 1996 to 2010, is a generation of short attention spans and amazing adaptability when it comes to technology. This generation was born into technology, and they have their hands in almost every honey jar. The best way to reach this generation is through quick deals and short videos. They expect to see honest, genuine representations online. If you’re advertising to Gen Z, then you’ll need to show the person behind the screen, and prove why and how your business is unique.
The Millennials, born 1977 to 1995, are the group that is taking over the workforce from the Baby Boomers. A huge portion of Millennials are active primarily on Facebook and Instagram, with a rising number on LinkedIn. This group relies heavily on social media for news, information, and decision-making. If you are looking to reach this generation, you will want your posts to be open to opinions and recommendations. Millennials take reviews very seriously when looking at a business, so you’ll want to make sure you’re asking your customers for online reviews to reflect their experiences. Millennials enjoy content that is artistic, nostalgic, and experience-oriented, so try to make your content reflect that.
Gen X, born 1965 to 1976, is the most active demographic on social media, with heavy usage on Facebook and YouTube. This generation has the most comfortable living, meaning they are the most willing to spend money. They use social media as a shopping platform, but prefer easy links and straightforward access to shop pages or websites. Because Generation X spends so much time online, they are more likely to watch longer video content, and share content that applies to them, or asks for them to engage. If you are advertising to Generation X, you should be offering deals and discounts when available. Brand development and customer loyalty are key to your success when targeting Generation X.
Baby Boomers, born 1946 to 1964, are mainly Facebook users. For them, Facebook is a way to share their beliefs and values, and to connect with friends and family. Because this generation did not grow up with fast-moving technology, it is important to target them with paper-like media. Articles, emails and polls are the best way to reach Baby Boomers online. A call-to-action is important if you want them to engage with and share your content.
Target A Demographic
You need to know who your customer is, and find a way to target that group online. While Facebook is one of the main social media platforms used for advertising, there are tons of other platforms out there. Don’t waste money on boosting posts that no one is interested in seeing. Find your audience, and show them your business in a meaningful and memorable way.