How digital marketers can reach millennials, baby boomers and more

Consumers of different generations consume social media content in vastly different ways. Consider these facts when crafting your posts.


The 15th century poet John Lydgate famously said:

You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time.

That quote is aptly applied to social media marketing.

With baby boomers, Generation X, millennials and Generation Z consumers plugging into their social media feeds on average of 17 times per day, it’s a wonder that social media marketers don’t just throw their hands up in disgust and walk off the job every day.

Each generation is different in the way they consume social media content, including which platforms they use, devices they prefer and how they would prefer that brand managers reach them.

Navigating these waters can be tricky.

For example, Generation Z (ages 13 to 19) tends to eschew Facebook, instead preferring to use Instagram to connect with friends and consume content. Even though 87 percent of millennials are on Facebook, they believe that user-generated content is more trustworthy and memorable than branded content.

Tons of Gen-X consumers have Twitter accounts, but only half of them are active users. Seventy percent of baby boomers have disposable income, but good luck finding a way to get them to spend it.

With all of these peccadillos and differences, marketers often seek help to sort them out. Hubspot provides a guide, with the below infographic:

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