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ocial media marketing is ubiquitous among luxury brands these days, but that doesn’t mean it’s easy. Each channel has unique audiences, with unique needs and perspectives. They also have certain expectations about what type of content they’re likely to see on each channel, which means that creating one social post and publishing it everywhere, exactly the same way, isn’t a smart strategy.
Much like everything else in the marketing industry, social media is all about personalization, and crafting thoughtful content that delivers audiences exactly what they’re looking for. Here’s a look at how each generation interacts with their favorite social media channels, what they gravitate toward, and what they don’t. (Just remember, you still have to do your homework to determine your unique audiences and their preferences.)
We’ll start with the youngest and work our way up:
Gen Z (Born 1997-2012)
Your first thought might be that all of Gen Z lives on TikTok. And it’s true that the short-form video platform is used by 61 percent of users in this age group. The most popular platform, however, might surprise you – it’s YouTube. Around 84 percent of Gen Z social media users engage with what many might consider to be a legacy channel. Snapchat and Instagram are next, followed by much lower numbers on Facebook and X (formally known as Twitter).
Social Media Do’s
- Do create attention-grabbing video content that is concise and impactful. (This is possible on YouTube by uploading YouTube Shorts, which are 60 seconds or less and filmed vertically, much like TikTok videos)
- Do incorporate interactive elements like polls, quizzes, and challenges. Gen Z enjoys participating and co-creating content.
- Do embrace highly visual platforms like Instagram, TikTok, and Snapchat. Gen Z prefers platforms that prioritize imagery over text. Luxury brands can excel in the visual arena!
Social Media Don’ts
- Don’t ignore Stories and temporary content features on platforms. Gen Z values real-time and ephemeral content experiences.
- Don’t come across as inauthentic or insincere. Gen Z can spot inauthenticity quickly and tends to disengage from brands that don’t align with their values.
- Don’t rely solely on traditional marketing tactics. Gen Z responds better to content that feels like an organic part of their online experience.
Millennials (Born 1981-1996)
The millennial generation, the oldest of whom remember life pre-social media, tend to have interest in the widest variety of channels. Facebook is the most popular at 87 percent, although 72 percent of millennials use Instagram and 66 percent turn to YouTube. This generation loves the ephemeral nature of Instagram Stories and Snapchat, and they love to shop online: 78 percent of millennials have purchased a product after seeing it on social media.
Social Media Do’s
- Do create attention-grabbing video content that is concise and impactful. (This is possible on YouTube by uploading YouTube Shorts, which are 60 seconds or less and filmed vertically, much like TikTok videos)
- Do incorporate interactive elements like polls, quizzes, and challenges. Gen Z enjoys participating and co-creating content.
- Do embrace highly visual platforms like Instagram, TikTok, and Snapchat. Gen Z prefers platforms that prioritize imagery over text. Luxury brands can excel in the visual arena!
Social Media Don’ts
- Don’t ignore current trends or cultural references. Staying relevant is vital when interacting with millennials.
- Don’t flood your feed with promotional content. Balance promotion with entertaining and informative posts to avoid coming across as too sales-y.
- Don’t ignore comments or messages. Millennials expect timely and meaningful responses to their inquiries and comments.
Generation X (Born 1965-1980)
While younger generations have moved on to newer, trendier social channels, Gen X still calls Facebook home. With 74 percent of this generation on the platform, it’s safe to say that Facebook is their go-to for social networking and staying in touch with friends and family. Like their younger counterparts, they’re also big fans of YouTube (70 percent). They treat Instagram much the same as Facebook, posting content related to their lives, travel experiences, family, and hobbies. And they’re a growing presence on TikTok, although their content – especially in relation to trends and challenges – looks very different from their younger counterparts.
Social Media Do’s
- Do be authentic and transparent in your interactions. Gen X values honesty and straightforwardness (and has zero time or patience for anything else).
- Do offer a mix of content that balances professionalism and informality. Gen X appreciates a versatile approach.
- Tap into nostalgia! Some of the most popular videos among Gen Xers are laughing at young people trying to use “old” technology, like rotary phones, and introducing childhood games and music to a new audience. (Here’s something that might surprise you: One of the most popular TikTok creators among Gen Xers is AARP – the company has perfected the way they communicate with this generation.)
Social Media Don’ts
- Don’t disregard feedback, whether positive or negative. Address comments and messages professionally and constructively. (See first Gen X bullet above.)
Don’t inundate them with excessive information or content. Keep it concise and relevant.
Don’t assume that Gen X is automatically proficient with every social media platform. They may not be as tech-oriented as younger generations.
Baby Boomers (Born 1946-1964)
This audience is simple to find: They’re on Facebook. It’s long been the favorite choice for connecting with friends and family, sharing updates, and staying informed about various topics. It is the most commonly used platform in this age group. Boomers are also the fastest-growing audience on YouTube, where they go for both entertainment and how-to videos.
Social Media Do’s
- Do communicate your message clearly and concisely. Baby Boomers may prefer straightforward language and easy-to-follow content.
- Do provide educational content that offers insights, tips, and useful information. Baby Boomers appreciate content that helps them learn or solve problems.
- Do respect their privacy. Avoid intrusive or overly personal questions. Gain their trust by demonstrating that their information is safe with you.
Social Media Don’ts
- Don’t overwhelm them with technical jargon or assume they are tech-savvy. Use plain language and explain concepts when necessary.
- Don’t neglect visuals entirely, but avoid overcomplicated graphics or excessive use of emojis. Baby Boomers may prefer text-based content.
- Don’t employ aggressive sales tactics. Instead, focus on building relationships and trust before promoting products or services.
It can be a little easier to define your audience when it’s divided strictly by age group. But oftentimes it’s not that easy. When you’re appealing to habits and needs that span multiple generations, successful engagement often hinges on authenticity, offering value, and being mindful of privacy and data security.
If you’re not targeting specific sub-campaigns to focused groups, speaking to diverse audiences in a way that resonates with all of them requires a nuanced approach that balances the use of technology with human connections.
Finally, we’re sure you’ve noticed the common thread among all generations – YouTube. It’s a wonderful place to illustrate your brand story with gorgeous moving imagery, and a great one-stop-shop to keep all of your video content.