Digital adapters: How Gen X uses social media and why it matters to marketers

Generation X (Gen X), born between 1965 and 1980, was one of the first generations to grow up with traditional media and go digital later in life. Their social media habits reflect this evolution, with them having profiles on both long-standing and emerging social networks.

According to the 2024 Social Media Content Strategy Report, Gen Xers are loyal to legacy social networks, with 92% having a profile on Facebook, 78% on Instagram and 74% on YouTube. They’re also steadily becoming more present on newer and emerging networks, with 54% having a TikTok profile and 13% being on Threads.

Gen X social media usage shows they’re digital adapters, adjusting their behavior as technology and social media have evolved. As with any generation, to successfully engage with them and develop an impactful social media strategy, you need to know them first.

Read on to learn Gen X’s social media habits and tips to build more effective marketing strategies that resonate with this influential (and often underestimated) demographic.

The Gen X demographic

Currently between the ages of 45 and 60, Gen X goes by many names, all for different reasons:

• The middle child generation: They fall between the Millennials that come after them and the Baby Boomers that precede them.
• The latchkey generation: This refers to the fact that Gen X kids were often left alone after school because both parents were at work.
• The MTV generation: They were the first generation to grow up with cable television and MTV, which were cultural fixtures.

To say a lot has changed in their lifetime would be an understatement. When Gen Xers were growing up, culture was created and reflected in traditional media. Now, social media drives culture.

Gen X grew up during a time of massive technological and cultural shifts, such as the rise of personal computers, the advent of the internet and email, the launch of MTV and the early stages of social media. By living through these shifts, Gen X became independent, pragmatic and adaptable.

Gen Xers are also strong advocates for work-life balance, even as they reach the peak of their careers. According to DDI’s Global Leadership Forecast, Gen Xers held 51% of leadership positions globally in 2018.

While some Gen Xers are nearing retirement, others are extending their careers and continuing to work into their 60s and 70s. As a result, they’ll remain a major force in business and political leadership for the next decade or more.

When they’re not working, Gen X is raising kids, living with their grown children and in many cases, caring for aging parents or grandchildren. Although Gen X accounts for 19% of the U.S. population, they represent 24% of recent homebuyers and are the highest-earning homebuyers.

Gen X social media usage

A 2023 survey found that 92% of Gen Xers use social media every day.

On average, Gen X spends about 1.5 hours scrolling daily, indicating that they are comfortable with social media, even if not completely immersed.

What sets Gen X apart is how they engage online. According to Sprout’s Q2 2025 Pulse Survey results, Gen X social media habits are practical and heavily shaped by their hybrid media upbringing. Look no further than their search behavior for an example. Gen X still relies on Google to search, with only 15% of Gen Xers using social for search.

Their intentional, yet arms-length, approach to social media also manifests in their buying habits. Gen X is far less influenced by social media when it comes to purchases.

The pulse survey reports that:

• Half of Gen Xers said social media had no impact at all on their financial decisions
• 31% of Gen Xers said none of their purchases in the past 6 months were influenced by social media
• Only 8% of Gen Xers said over half their purchases were socially influenced

While they’re generally hesitant to adopt new networks, they will show up if they’re properly motivated.

According to the same survey, Gen Xers say they’re most likely to try a new platform if:

1. “My friends or family are using it” (43%)
2. “I’m curious about unique features or formats” (37%)
3. “I’m interested in niche communities or specific content topics” (25%)
4. “I want a break from traditional platforms like Instagram or Facebook” (25%)

The survey also found that because Gen X didn’t grow up with social media, their engagement tends to be more passive. Understanding nuances like this in Gen X social media behavior is essential for marketers looking to build genuine connections.

What social media does Gen X use?

These are the top six social media networks Gen X uses, according to the Q2 2025 Pulse Survey. We will take a closer look at how Gen X uses each of these channels and how you can tailor your social marketing strategy to reach them.

1. Facebook

Facebook is the go-to social media for Gen X. The affinity for Facebook makes sense, as it was the first social network of its kind when it launched in 2004, and therefore their first experience with social media. Like other generations, Gen X uses Facebook to stay in touch with friends and family, and get news and updates.

Here are some other insights into Gen X Facebook use:

• According to the 2024 Social Content Strategy Report, 72% of Gen X consumers turn to Facebook for customer care, which is more than any other social network.
• Although Gen X isn’t easily influenced to purchase things because of social media, 40% of Gen X consumers use Facebook to find and buy products.

Use these insights to build and refine your Facebook marketing strategy. Gen X’s loyalty to Facebook, and to the brands that show up well there, is worth investing in.

2. YouTube

YouTube is Gen X’s second-most-used network based on the Q2 2025 Pulse Survey.

Nostalgic content is the key to reaching Gen X on this network, since 75% of Gen Xers use YouTube to watch videos that remind them of their youth. They also head to YouTube for more practical content, like how-to videos, product reviews and fitness follow-alongs. It’s a utility platform and an escape, which makes it a sweet spot for this generation. Keep these preferences in mind when building your YouTube marketing strategy.

3. Instagram

While the 2024 Social Content Strategy Report found that 78% of Gen Xers have an Instagram profile, adoption continues to grow, making it worthwhile to optimize your Instagram strategy to reach this audience.

This generation uses Instagram to keep up with friends, family and kids, as well as to follow influencers and brands for inspiration across categories, including travel, home, food and fashion. For product-based brands, take advantage of this insight by posting content that offers new ways to use your product or by sharing user-generated content. Service-based brands can share inspiring customer stories or offer expert tips that speak to Gen X’s lifestyle goals and values.

According to the State of Influencer Marketing Report, Gen X is almost twice as likely to engage with influencers on Instagram as Boomers. If you’re looking to connect with Gen X on Instagram, it’s strategic to invest in partnerships with influencers and content creators who have a Gen X audience.

4. WhatsApp

WhatsApp is the most popular mobile messenger app worldwide. And while it’s not a traditional social network, the Q2 2025 Pulse Survey found that 47% of Gen Xers use WhatsApp. Typically, Gen X uses WhatsApp for private conversations with close contacts, but there’s still an opportunity for brands.

Once customers opt in, WhatsApp Business messages have a 98% open rate, making it a smart way to reach Gen X directly. Use it to offer live or automated customer support, send personalized WhatsApp marketing campaigns or provide updates.

5. TikTok

Gen X is the fastest-growing generation on TikTok. Sprout’s Q2 2025 Pulse Survey found 42% of Gen Xers use TikTok, turning to it for entertainment and inspiration.

Here are some deeper insights into Gen X TikTok use:

• Gen X TikTok users are 127% more likely to watch livestreaming when considering a purchase (compared to other apps/platforms).
• 54% of Gen X TikTok users watch whatever the algorithm suggests.
• 31% of Gen X TikTok users found inspiration for activities, travel, tips and more within the last 30 days.

Leverage trending sounds, produce a series of edutainment content or create clever or unexpected stitches in your TikTok marketing strategy. If your goal is to move Gen X toward buying, consider hosting product demos, customer interviews or question-and-answer sessions on TikTok Live.

6. LinkedIn

The 2024 Social Content Strategy Report identified Gen X as one of the primary audiences for LinkedIn. They are using it for networking, hiring and sharing expertise, which is reflective of the fact that they are at the peak of their careers and likely to hold leadership roles.

Lead with high-value content in your LinkedIn strategy to build trust. Share industry and leadership insights, practical career advice or behind-the-scenes looks at your team culture to humanize your brand. Thought leader ads featuring Gen X voices are another strategic way to target Gen X on LinkedIn, especially given this generation’s desire for representation (a topic we’ll dive into in the next section).

How Gen X engages on social media

In this section, you’ll learn what kinds of content capture Gen X’s attention, how they use social media to make decisions and what makes them stick around. You’ll also get strategic takeaways you can use to create content that earns their trust and drives results.

Gen X uses social media for inspiration and research

Gen X grew up consuming traditional media and later started consuming social media content, which explains why they tend to treat it more as a tool than a stage.

Only 24% of Gen Xers have shared a ‘selfie’ on social media, showing they’d rather browse and gather information than post. While they may not share updates frequently or create trends themselves, that doesn’t mean they aren’t quietly shaping the algorithm.

The Q2 2025 Pulse Survey found that Gen X most often uses social media to make informed choices about what they eat, watch, listen to and do. They are scrolling to learn, connect and occasionally be entertained. Given that they are the decision-makers of their households, it makes sense to use social media to figure out what’s for dinner, what’s worth watching or where they should go on their next family trip.

Here are the five things Gen X relies on social media for the most:

1. Cooking and recipe inspiration and education (53%)
2. TV and movie recommendations (47%)
3. Finding new music (35%)
4. National and global news (35%)
5. Sports news and updates (34%)

When they engage on social, Gen X is looking for DIY tutorials or how-to content (33%), local recommendations such as restaurants and bars (33%), news or trending topics (31%), or product reviews and recommendations (31%).

Try this to target Gen X: Show up with content that answers a question, solves a problem or adds real value. A tool like Sprout Social Listening helps you conduct in-depth market research and identify relevant trends in topics and behavior, so you can create more targeted and useful content for your Gen X social media strategy.

Gen X wants to see brands be bold on social

Gen X finds brands that show up, respond directly and lead with originality are more memorable. According to the Q2 2025 Pulse Survey, the top traits that make a brand memorable to Gen X are responding to customers (55%), prioritizing original content (39%) and engaging directly with their audience (33%).

For Gen X, boldness on social media is about being clear and unapologetic about who you are, what you offer and what you stand for. Sprout’s Q2 2025 Pulse Survey found that Gen X considers bold brands to be honest (48%), inspirational (40%) and humorous (36%).

If you’re wondering what this looks like in practice, Liquid Death’s “Pit Diaper” campaign with Depend is one such example. The mix of pop culture, honesty, humor and edge is exactly the kind of bold Gen X can get behind.

When brands strike the right tone, the results speak for themselves. Gen Xers are more likely to engage with bold brand content (34%), follow the brand (27%), recommend it to friends or family (13%) and even make a purchase (10%).

Try this to target Gen X: Use social media to take a stance, showcase your brand’s personality, and lean into humor or inspiration when it aligns with your brand voice. Use Sprout’s Post Performance Report to identify which of your posts resonate most with your Gen X audience. You can also use Sprout’s Scheduling and Publishing to A/B test different creative directions.

Gen X wants influencer marketing that feels real and represents them

According to Sprout’s Q2 2025 Pulse Survey, 56% of Gen Xers say they’re more likely to buy from a brand that hires an influencer they like, but only if that partnership feels real. Gen X wants to see authenticity and reliability in influencer marketing.

Having said that, 44% remain skeptical or indifferent, and 14% say they’d call out a brand on social media if a campaign feels inauthentic or forced.

And when it comes to selecting creators, thought leaders or influencers, Gen X wants to see themselves represented. The State of Influencer Marketing Report found that campaigns featuring Gen X creators resonate 73% more with Gen X audiences and lead to a 43% increase in website visits for advertisers.

Try this to target Gen X: Partner with influencers who genuinely reflect your brand and your audience. Solutions like Sprout Social Influencer Marketing help you find influencers and creators who connect with Gen X social media audiences based on real engagement data. Also, try amplifying user-generated content from Gen X creators or featuring Gen X faces in your visual content. A little recognition can go a long way.

Gen X loves story-driven content

Content that’s easy to follow and tells an entire story in a single post is what 49% of Gen X prefer, while 38% are drawn to familiar, recurring characters. Social validation plays a role too, with 34% of Gen Xers being more likely to watch if others they follow are talking about it, according to Sprout’s Q2 2025 Pulse Survey.

The Washington Post excels at creating this type of content on TikTok, where its social team shares headline-worthy news updates through clever, informative skits.

Try this to target Gen X: Lean hard into storytelling and make sure videos have a clear beginning, middle and end. And don’t underestimate the power of consistency. Familiar formats or recurring characters help create a sense of trust and recognition that keeps Gen X coming back.

Brands Gen X flock to on social

The brands that win with Gen X are those that aren’t afraid to be direct, authentic or nostalgic. Here are a few brands doing it right on social.

LEGO

LEGO has mastered the art of marketing to Gen X without losing its younger audience. They have a variety of limited-edition sets that draw inspiration from Gen X pop culture hits. For example, they recently released a The Simpsons™ Krusty Burger set, to the delight of the Gen X collectors who grew up watching a new episode of The Simpsons on cable TV every week.

Beyond beloved pop culture references, LEGO connects with Gen X by helping them embrace modern creativity. The brand’s YouTube video, “Unleash Your LEGO Botanicals Creativity with Jeff Leatham,” shows the versatility of LEGO sets. By highlighting adult-focused sets and romanticizing building LEGO as a creative activity, LEGO is speaking to the Gen Xers who are looking for nostalgic activities.

Jones Road Beauty

Founded by Gen X icon Bobbi Brown, Jones Road Beauty skillfully targets a Gen X audience by focusing on authentic representation. As mentioned above, Gen X wants to see people their age, looking like themselves and Jones Road Beauty delivers. The brand uses Gen X models and collaborates with Gen X influencers like Jin Cruce (@agingwith_style_and_grays) who embrace their age.

Jones Road Beauty’s approach demonstrates building trust happens when you commit to delivering what your audience wants to see, which in this case is themselves reflected in the brand.

Costco

Costco has a massive following on Facebook (over three million followers), and primarily highlights staple or seasonal products, member savings and behind-the-scenes glimpses. Costco’s social strategy aligns with Gen X’s appreciation for content that is simple and informative over trendy and flashy.

For example, Costco posted a simple static image promoting a giant Plinko board with a nod to The Price Is Right, a show many Gen Xers grew up watching. Going through the comments, people are either tagging their friends, telling Costco to stock this product at their local store or making jokes related to the show. Simple, but effective at driving engagement.

Start engaging Gen X on social media

If you take one thing away from this, know that Gen Xers are thoughtful consumers, loyal followers and decision-makers both at home and in the workplace. Gen X social media usage is intentional and evolving, and their engagement can drive real impact for the brands that earn their trust.

For more insights into how consumers across all generations are adapting their relationships with social media, explore the latest Sprout Social Index™.

 

FAQs

What social media is Gen X using?

According to Sprout’s Q2 2025 Pulse Survey, outside of their use of WhatsApp (47%), Gen X’s top social networks include:

• Facebook (84%)
• YouTube (68%)
• Instagram (57%)
• TikTok (42%)
• LinkedIn (33%)

They’re also steadily using emerging platforms like Threads (11%), Bluesky (6%) and Mastodon (1%) more.

What are the digital habits of Gen X?

Gen X is less visible on social because they tend to post less, but that doesn’t mean they’re not around. They’re daily social media users (92%), but spend less time on social than younger generations, averaging about 1.5 hours per day. Rather than scrolling endlessly, they use social media to stay informed, research purchases, and connect with family and friends. They’re also far less influenced by trends, and more likely to engage with content that’s practical, familiar and informative.

What is the traditional media for Gen X?

Gen X came of age with cable TV, radio and print newspapers, later adapting their consumption habits with the introduction of early social media networks in the 2000s.