Right message, right platform: Strategic social media content by generation

It’s a dilemma we hear all the time…

“We have so many audiences we need to speak to, but we're still posting the same content on every channel.”

So, how can you speak to all of them without your feed feeling cluttered, creating digital fatigue or spending all of your time on content creation? Keep scrolling to find out...

Meet your audiences where they are

Recent data from Sprout Social shows us which social media platforms each generation has a presence on. Overall, Instagram and Facebook still reign supreme when it comes to potential reach, while YouTube is consistently popular across all generations.

Data like this is great at giving an overview of what social media channels are popular with each generation, but it doesn’t tell us how they’re using them.

Take Gen Z, for example. 67% have a Facebook account, but that doesn’t mean that it’s a great channel to engage them on. Many younger generations have a Facebook account purely out of convenience - they aren’t checking it daily or following and engaging with brands. On average, Gen Z spend just 15 minutes per day on Facebook. In contrast, the average 18-24 year old spends 64 minutes per day on TikTok, making it a much more valuable and reliable platform for connecting with young people.

They might use the same platforms, but generations behave differently on social media…

When Gen Z follow brands on social media, they want to feel like more than just a follower; they want to feel part of a community. Gen Z have had access to the internet their whole lives, so online spaces are just as important for human connection as they are in-person. As a result, they’re much more likely to trust their peers than big celebrities or traditional advertising.

For Millennials, their social media usage will vary wildly depending on how old they were when social media gained momentum. Older Millennials will have been young adults when Facebook was the new, exciting platform, while younger Millennials grew up using Instagram. A defining characteristic of most Millennials is that they grew up in the blogging era, so, much like Gen Z, influencers and content creators play a significant role in their decision making.

Both generations value honesty and authenticity, so human-led content that focuses on storytelling will resonate best. Younger audiences are much more likely to search for community, conversation and recommendations online - and they can’t do that if they only see graphics and still photographs.

Gen X’s social media usage is growing rapidly as they become more confident using different platforms, so don’t assume that you can only reach them on Facebook! They value reliability and trust from organisations and are typically more hesitant than younger people when it comes to brands taking an active stance on an issue, so think about whether you can relate a cause back to your mission and values as an organisation when creating content.

For Baby Boomers, no-frills customer service is key - they want straightforward answers and communication from the organisations they engage with. They're not as interested in memes and jokes, but that doesn't mean that every post has to be serious. They love to share things with loved ones, so educational and entertaining content will work well.

Both Gen X and Baby Boomers treat social media much more like the other media sources they grew up with - they’re both loyal to the brands and organisations that they trust and are much more likely to engage with traditional advertising than influencer content, for example.

What does this look like in practice?

RSPB has nailed generational marketing, adapting its content and tone of voice to engage its audiences across each platform.

On Instagram, they've partnered with brand ambassadors, content creators and celebrities to raise awareness of the charity and help audiences connect through human-led storytelling about birdwatching. The content is shot in a documentary style and focuses on education and entertainment through well-produced, informative videos.

Unlike Instagram, TikTok takes a much more lighthearted approach, and although Gen Z aren’t the only generation who uses the platform, it’s clear that this is who RSPB is directing their content at. On TikTok, they’re raising awareness of the charity among an entirely new demographic, laying the groundwork for people who will be the volunteers, supporters and donors of the future.

Facebook has a much more neutral tone of voice, with factual but visual content that will appeal to Gen X and Baby Boomers. They’ve used a range of content formats to keep their audiences engaged, but the visual and written style is suited to more traditional types of media.

Finally, X (Twitter) uses a combination of educational and lighthearted content in a short and snappy format that's perfect for the platform.

What next?

Public information typically has huge sample sizes, which is great for generalising, but isn't the only tool you should be using. Charities and purpose-driven organisations have unique and diverse audience groups who might not always conform to the typical social media user.

Your own data will provide an extra layer of information about your audience demographics and help you understand who the people you already speak to are. This, in turn, can inform how you create content to reach new target audiences. Want to know what media your audiences read and watch, what brands they're fans of and what language best resonates with them? We can offer in-depth audience analysis as part of your social media strategy or as a standalone project.

You can also speak to your audiences! Run focus groups, surveys, or speak to members of your team who engage directly with them to better understand them.

Want to learn more? Let’s talk about how we can help you better understand your audiences on social.