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How to create content for several generations: ending the generational gap

Much has already been said about the role of social media in the daily lives of citizens, and even more about the many advantages of Social Media Marketing for companies.

However, many brands still find it difficult to tailor content to their target audience, often making the mistake of trying to target multiple consumer groups rather than targeting content to a particular segment.

Analyzing generational differences in social media usage and content and format preferences is a good way to get started. Sprout Social interviewed 1000 Baby Boomers, 1000 Generation X individuals and 1000 Millennials to understand the differences between behavior, perception, and expectations of each generation.

Baby Boomers

Baby Boomer is the term used to refer to people born between 1946 and 1964. Over the years, Baby Boomers have been unfairly stereotyped as a generation that is not permeable to technologies. However, the data indicate that this generation has the fastest population growth in social media, with 82.3% of the active generation in at least one social network.

It is known that Baby Boomers like online content, spending more time online than any other generation. The social platform in which they spend the most time on is Facebook, and they are not fans of Instagram. Regarding format, Baby Boomers respond better to slower, information-rich images and videos. Leave the memes, GIFS, and videos with loud music to the Millennials.

Generation X

Generation X is the demographic band born between Baby Boomers and Millennials, not having precise dates for when it ends or begins. It is used as a reference for individuals born between the mid-1960s and the early 1980s.

Generation X did not grow with the Internet like the Millennials, but they quickly adopted it as young adults. Now, they spend about seven hours a week on social media. This data, coupled with the fact that they have a high purchasing power, should be taken advantage of by the brands that have them as a target audience.

Generation X preferred formats include blogs, pictures, infographics, e-books, and case studies. According to data from Sprout Social, they are the most likely to follow a brand for contests and promotions.

To get better, brands must publish at the times when they are most active: between 8 pm and midnight.


Millennials are the first native generation of the internet, but this does not make them the age group easier to reach, rather the opposite. Having grown up with the Internet, Millennials are very selective about the online content they consume. You can say that Millennials "have seen everything," so they are not easily impressed. Millennials consume entertainment primarily from themes like technology, sports, and comedy and are the generation that most shares memes and gifs related to popular and social culture.

Generation Z

Generation Z is composed of those born between 1996 and 2010. Contrary to previous generations, Generation Z grew in the digital world, with technology always present in all aspects of their life. It is estimated that by 2020 Generation Z will represent about 40% of all consumers. So, it is imperative that your company include this generation in your marketing strategy.

Based on the above information, it is essential that brands identify their audience on the various social networks and define the most efficient method to achieve it or risk creating content for anyone.

Data on how each generation interacts with online content will help brands develop a smarter, more generational content strategy. Remember, if you try to reach everyone, you probably will not reach any one. 

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