Generations on social media

When you think of social media platforms, your very first instinct is that it’s built for the younger generations right? Well, this is not necessarily the case, especially after social platforms boomed during the Covid19 pandemic.

As we all can tell, Gen Z is an extremely online group, but where do the rest lie when it comes to different social platforms? This is an important factor to consider with digital marketing as brands need to know which areas on the web to explore when considering their specific target audience. You wouldn’t place a newspaper advert to reach a teenage or young adult market today, right? It works the same with digital platforms.

Gen Z, Millennials and Gen X have been more comfortable with brands online for quite some time as the 2020 pandemic had more of an influence on the older boomer generation when considering how they spend their time on social platforms. A report published by GWI states that over 20% of boomers look for products to purchase on social platforms, meaning they have grown comfortable with the idea of brands on social media, even making online purchasing decisions.

As expected, Facebook is still the most used platform across multiple generations, excluding Z’s as they flock more toward Instagram. However, a platform not always considered by marketers and the second most used platform across all generations is Whatsapp.

(Dark pink = Gen Z, Light pink = Millennials, Light blue = Gen X, Dark blue = Boomers)

Owned by Facebook, the massager app has over 2 billion users daily, making it a golden platform for brands to market on. It has not been utilised as a marketplace yet and is also not oversaturated with pushed adverts and sponsored content. A pure app for communicating with friends and family, but the golden key to enter into when a brand wishes to connect with multiple generations at once.

When considering Influencer Marketing, it is clear that Gen Z’s statistics lead the way as they follow more influencers or celebrities than older generations. This is why Scout is based on micro-ambassadors. When you consider the statistics on social users who follow friends and family (the original reason why social media was created), the numbers are predominantly higher. Over 45% of each generation follow people they know personally, have an affinity with and trust their opinions and recommendations. If a friend or family member suggests a product to purchase on social media, 45% of each generation will be influenced by a recommendation, therefore acting as the core of what Scout was built on - Micro-Influencer marketing.


2020. Social Media by Generation. [ebook] GWI. Available at: <> [Accessed 27 October 2021].

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