The 2025 generational marketing playbook: How to engage every age group on social

Demographic data is a key building block in defining your target audiences on social media. Incorporating generational marketing insights into your strategies can greatly influence how people connect with your brand, from the awareness stage all the way to advocacy.

Building relationships across age demographics starts with an up-to-date understanding of how each generation interacts with social media networks and content. To help, our team at Sprout Social regularly researches how audiences are responding to emerging social media trends.

The data included in this guide involved an analysis of the following generations:

• Generation Z (survey respondents ages 18-28)
• Millennials, aka Generation Y (survey respondents ages 29-44)
• Generation X (survey respondents ages 45-60)
• Baby Boomers (survey respondents ages 61-79)

As social adoption surges across all age groups, understanding how different generations use social media is more important than ever. This guide outlines everything you need to know about the social media behaviors and expectations of each generation, to help you tailor your efforts for maximum impact.

Generational marketing is a strategic approach that involves segmenting audiences by age groups and targeting them based on the values and experiences that resonate with their generational cohort.

This doesn’t mean creating individual label-specific marketing strategies (e.g., for Baby Boomers, Millennials, Generation Alpha). Instead, it means tailoring specific aspects of your existing strategy so that it feels relatable to your target audience.

Every generation witnesses a range of defining moments and trends, whether they be cultural, political or digital. In turn, these generational markers can significantly impact how these groups react to specific messaging.

Will everyone born within the same fifteen-to-twenty-year period share the same interests, hobbies or shopping habits? Of course not. That would make our jobs way too easy. While generational cohorts aren’t entirely monolithic, they’re still helpful for marketers to understand.

Here’s why:

They inform a stronger market message

Have you ever come across a marketing effort that felt like it was speaking directly to you? The kind that makes you pause and think, ‘Wow, they really get me’?

Chances are, extensive amounts of data, including generation-specific market research, informed every aspect of that initiative. These insights help teams understand what will resonate with their target audience, from design choices to TV references. It’s a vital ingredient in the recipe for great messaging, helping set the foundation for campaigns that drive stronger connections.

Generational marketing strategies help brands craft unique messages that resonate with each generation’s values, preferences and experiences. They create meaningful connections that inspire and drive brand loyalty.

They allow brands to maintain relevance

As time passes, the individuals within your target audience will age, and new generations will emerge as potential consumers. These new generations bring unique experiences that influence their interests and preferences—and those are often considerably different from previous generations.

Generational marketing plays a key role in understanding your customers. It’s a framework that helps you see how different age groups perceive and interact with brands.

Age demographic data may not be the bedrock of your strategy, but it ensures your messaging evolves in harmony with the changing expectations of your target buyers. In doing so, you secure your brand’s continued relevance and resonance with your audience.

They support market expansion

Generational marketing strategies don’t just help your brand maintain relevance with its current target audience. They also provide a structured approach for reaching entirely new age demographics.

Consider this: Say you work for a makeup company that discovers an unexpectedly strong presence of Gen X consumers purchasing your products and talking about them online. Rather than navigating this audience without any prior insight, you could use generational data to provide basic intel into their preferences and what might appeal to them.

This data serves as a starting point for informed experimentation, allowing you to craft targeted marketing initiatives that will eventually help you identify what exactly resonates with your emerging demographic.

They help you evolve your brand messaging and target audience

As generations age, their needs, values and buying power change. That means your brand’s messaging and target audience may need to shift, too.

Generational marketing strategies provide structure for this evolution. For example, if a once-loyal audience is aging out of your core offerings, generational insights can reveal which younger consumers are gaining influence and how to connect with them. This might involve rethinking your social media strategy, updating your visual identity or partnering with creators who better reflect your new audience.

Rather than overhauling everything, these strategies allow you to evolve intentionally and stay relevant, while still honoring what your existing customers love.

Most generational marketing data tends to be broad, often overlooking the diverse identities and preferences that individuals within a specific generation may embody. To truly understand what resonates with your unique audience, you need social data.

Social platforms serve as the optimal channels for testing messaging and creative approaches, allowing marketers to quickly gauge what works with their target audience. This ripe testing ground supports the exploration of various hypotheses and concepts, unveiling the core values and concerns of specific audiences that span across generations.

By leveraging social data, marketers can move beyond generalizations and tailor strategies to the nuanced preferences of their diverse audience segments.

Social media use by generations

Every generation scrolls differently. And knowing how they use platforms matters just as much as where they are. According to Sprout Social’s 2024 Social Content Strategy Report, Gen Z is most active on Instagram (91%) and TikTok (86%), Millennials favor Instagram (86%) and Facebook (87%) and Gen X and Boomers stick with Facebook (92% and 91%).

Gen Z treats TikTok like a search engine, news source and shopping hub. For both Gen Z and Millennials, Instagram is more about connecting with friends and discovering new products. Gen X and Boomers use Facebook to stay in touch, get news and reach out for customer support.

Understanding each generation’s go-to platforms and habits helps you design smarter tests, social listening prompts and content experiments. It’s like using a map instead of wandering aimlessly. You’ll uncover better insights with less trial and error.

Generation Z, also known as “Gen Z” or “Zoomers,” is extremely online. Most of these digital natives have had some kind of social media presence for more than half their lives.

Findings from a Sprout Social Q2 2025 Pulse Survey indicate that Gen Z social media usage won’t be slowing down anytime soon. They expressed the most interest in spending more time on community-, creator-, and emerging social platform types, such as Reddit, Bluesky and Substack, over the next six months.

They’re most likely to join because their friends are there, but they’re also drawn to unique features, niche communities and creators they already follow. Nearly a third say they’re simply looking for something different from the usual Instagram or Facebook experience.

Social is also now the top place they search, over Google and traditional search engines.

What Gen Z expects from brands on social media

Gen Z is eager to interact with brands beyond the storefront, but they’re still looking for customer-centric experiences.

The Q2 Pulse Survey revealed that Gen Z wants brands to be bold, but not fake. They’re more likely than other brands to support brands that hop on trends (31%) and partner with influencers (32%), but they’ll also be the first to call out inauthentic collabs.

Zoomers also pay close attention to brands’ social interactions, ranking them as their second-biggest trust signal after reviews. They gravitate toward honest, trend-setting and inspiring brands. Show up with personality and purpose, and they’re more likely to engage, follow, share with friends and even buy.

How your business can reach more Gen Z consumers on social

To target Gen Z, prioritize social content that sparks two-way interactions and engages them in relevant conversations. Start by evaluating your current strategy through the lens of your customer experience. Here are a few questions to consider:

• Does your awareness content promote engagement (e.g., polls, user-generated content, quizzes, etc.)?
• How long does it typically take your team to respond to questions or comments?
• Do customer insights and data currently inform your content strategy? To what extent?

If customer feedback hasn’t been at the forefront of your strategy, think through what that could look like for your brand. Test new content at least twice a week, and see how those posts perform against your standard social content.

Not sure how fast your team’s replying? Sprout’s Inbox Activity Report gives you a clear view of the average time to action in the Smart Inbox. Use the report findings to set new benchmarks and identify process improvements to accelerate your time to resolution.

Gen Z marketing example breakdown: Cocokind

Cocokind is a California-based skincare brand that promises “clean and conscious skincare for all.” They’re serious about transparency, and they use their social strategy to show it.

Across Cocokind’s social media profiles, you won’t find forced memes or try-hard slang. Instead, they lean into Gen Z-friendly formats (think: notes app slideshows and behind-the-scenes team content) while keeping the tone educational and true to their brand.

Through this strategy, Cocokind establishes its expertise beyond its products, into the broader world of skincare chemistry. Whether they’re answering questions in their social media comments or creating entirely new content based on FAQs, they deliver on customer experiences that delight existing and future fans.

Millennials are often saddled with outdated stereotypes from their early years on social, which doesn’t give marketers an accurate picture of who they are today. They aren’t college kids taking duck-face selfies. Most are navigating the ‘sandwich’ stage of adulthood, marked by the excitement and uncertainty that come with it, including job milestones, parenthood and elder care.

Although they may be growing up, they’re not aging out of social media. With nearly 70% estimated to be using social platforms in 2025, Millennials are everywhere: from Facebook and YouTube to Instagram, TikTok and LinkedIn.

They’re also leading the charge on creator-driven platforms like Substack and Patreon, with 53% saying they plan to spend more time there over the next six months, outpacing even Gen Z. Although they might not be as ‘chronically online’ as Gen Z, Millennials know their way around a feed. They regularly turn to social for product discovery and purchase inspiration.

What Millennials expect from brands on social media

To make an impact with Millennials, you’ll need more than just meme templates and trending audio. Similar to Gen Z, Millennials appreciate brands that show up authentically. They’re drawn to companies that are honest, inspiring and in tune with the trends, without trying too hard.

To meet Millennials where they are, focus on genuinely helpful content, such as digestible tips or concise explanations. Also, try search-friendly formats like “how-to” short-form videos or list-style carousels to reach the more than a quarter of Millennials (27%) who use social media to look for information.

Lastly, pair educational content with connection-driving content, such as “ask us anything” stories and polls, to foster a more community-driven social presence and help you build deeper, creator-like relationships with your Millennial audience.

How your business can reach more Millennial consumers on social

There’s no one-size-fits-all strategy for creating a social media community. However, there are a few essential steps to ensuring its success.

Start by identifying the purpose behind your community. Conversations specific to your product or service will get stale after a while, so zoom out. Align your brand with high-level topics that encourage long-term discussions.

Use social listening tools like Sprout to identify broader topics of interest that relate to your brand. Analyze conversations happening with your fans, competitors and industry overall. Once you’ve identified some common threads, use that information to inform a community-specific content plan that promotes ongoing engagement.

Millennial marketing example breakdown: Our Place

Our Place is a kitchenware brand best known for its viral Always Pan. However, its real strength lies in how it brings people together. The brand has built a thriving community on Instagram by regularly asking their audience to share their favorite colorways and weigh in on new drops.

Their content also goes beyond product shots to highlight cultural traditions, behind-the-scenes team moments and home-cooked meals from their community. They also take the time to respond to every comment they get, so their audience feels heard and valued.

Generation X is sandwiched between the much larger Millennial and Baby Boomer generations. Although this group is small in size, they make up a large number of users across top social networks.

According to our Q2 Pulse survey, Facebook remains the top platform for Gen X, with 84% having a presence there, followed by YouTube and Instagram. They also make up a significant share of LinkedIn users, which isn’t surprising given most would be in the mid to late stages of their careers.

Gen X frequently turns to social for customer support. According to our 2024 Social Content Strategy Report, they’re most likely to reach out on Facebook, but also rely on Instagram and YouTube for answers. However, they’re far less likely to use social as a search tool. Sixty-three percent still prefer Google, compared to just 15% who turn to social platforms to find information.

What Gen X expects from brands on social media

Bold brands that are honest, inspirational and have a sense of humor resonate the most with Gen X.

Unlike Millennials, they’re less interested in brands that ‘go viral’ or chase trends. They want content that respects their time and speaks to their values. Focus on being helpful and relatable to earn their trust and attention.

Because Gen X is often overlooked in marketing, they likely gravitate toward honest, inspirational and humorous content as these qualities signal that a brand really sees them. Plus, as ‘digital immigrants,’ they aren’t trying to keep up with every trend and are less swayed by hype. They appreciate creativity, but only when it’s relevant and easy to engage with.

How your business can reach more Gen X consumers on social

Gen X doesn’t grab headlines the same way their Millennial and Boomer counterparts do, and it shows. According to a 2024 study, more than half (54%) of Gen X consumers feel overlooked by brands that focus more on younger and older generations. With this in mind, businesses targeting Gen X will often find that even a little acknowledgment can go a long way.

This generation is a relatively untapped space for marketers. Few brands are investing in this established, well-resourced audience, making it ripe for exploration. Marketers looking to connect with this generational cohort should consider:

• Sharing user-generated content from Gen X creators
• Diversifying marketing strategies with Gen X influencers
• Requesting creative assets that showcase customers from across several age groups

The brands that let Gen X see themselves reflected in their generational marketing strategies will tap into this frequently undervalued demographic.

Gen X marketing example breakdown: Talbots

Isabella Thorp (@confessionsofasuperager on Instagram) is part of a growing wave of creators proving that style doesn’t expire with age. With over 140,000 followers, the 57-year-old shares midlife fashion content that showcases her polished, classic style.

Thorp recently partnered with Talbots for a fall campaign highlighting her fave fall activities, like apple picking with her grandkids, all while wearing timeless pieces from the brand. The collaboration helps reinforce Talbots’ appeal to women who want comfort and style without sacrificing personality.

By teaming up with creators like Thorp, brands can better connect with older audiences who want to see themselves reflected in fashion and media.

Baby Boomers may not be flocking to every new app, but they’re still highly active on the platforms they trust. Sprout’s Q2 2025 Pulse survey found that Facebook remains their top choice by far, with 88% using it regularly. YouTube (47%) and Instagram (39%) come next, while adoption drops significantly on newer platforms like TikTok (21%) and Threads (5%).

Unlike younger generations, Boomers don’t treat social media as a one-stop shop. Only 7% use it to search for information. Instead, they use social media in more traditional ways: staying in touch with family, keeping up with the news and seeking help from brands. Facebook, in particular, is their go-to for customer support.

What Baby Boomers expect from brands on social media

Social media still plays a key role in Boomers’ relationship with brands. However, reliable communication matters more to them than viral trends.

More than three-quarters (79%) use Facebook for customer care, and nearly a third use YouTube or Instagram for the same. This generation is also most likely to call out brands for poor customer service, with 31% stating that they expect timely responses to their questions.

Brands that show up consistently, respond quickly and keep communication clear will go far with this audience.

How your business can reach more Baby Boomer consumers on social

If Boomers make up a large percentage of your target market, prioritizing prompt customer care is key.

Sprout Social’s Case Management Report helps you deliver timely communication by giving you a clear view of your team’s performance. It will help you better track productivity, monitor response times and identify opportunities to improve your support workflows.

Pair this with tools like the Smart Inbox and Message Spike Alerts to handle high volumes of inquiries without missing a beat.

Baby Boomer marketing example breakdown: Kohl’s

Kohl’s is a U.S.-based department store known for its wide selection of clothing and home goods at accessible prices.

On Facebook, the brand delivers a masterclass in social customer care, using the platform to respond quickly and helpfully to comments, questions and concerns.

Kohl’s responses are polite, direct and resolution-focused. They acknowledge the concern, apologize when needed and provide clear next steps, like asking for a DM with order info or confirming how delivery estimates work.

This approachable and efficient customer care builds trust and loyalty with Boomers, who appreciate straightforward communication and follow-through.

Social media isn’t just a young person’s game. People of all ages are participating in the billions of conversations that take place online. As adoption continues to rise, brands need to be even more intentional about who they’re trying to reach and how.

By assessing social performance across key demographic factors, companies can learn what resonates with their customer base and identify market trends that can influence how and where they show up to consumers.

Social media has revolutionized generational marketing. For more data on where social media is today and where it’s headed, download The Sprout Social Index™.