OK Boomer, Let’s Market: Because Grandpa’s Not on Snapchat

Team Social Depot
May 13
3 min read

Let’s face it: marketing on social media is like hosting a family reunion. You’ve got Baby Boomers chatting on Facebook, Gen X lurking in the comments, Millennials posting memes, and Gen Z filming dances for TikTok.

Everyone’s under the same digital roof—but they all speak a slightly different language.

If you want to connect with your audience (and get results), you’ve got to tailor your social media strategy by generation. One-size-fits-all just doesn’t cut it anymore.

So, let’s break it down, generation by generation.

Baby Boomers (Born 1946–1964): The Facebook Fans

Where are they? Mostly on Facebook, with some activity on YouTube and Pinterest.

How to reach them: Boomers didn’t grow up with the internet, but they’ve adapted, especially when it comes to Facebook. They’re using it to connect with family, share articles, and even follow brands they trust.

When marketing to Boomers:

Keep it simple and informative. Avoid slang and flashy gimmicks.
Use longer-form posts or videos. They’re more likely to read through a detailed caption or watch an explainer.
Highlight trust, quality, and value.

According to Pew Research, 73% of Boomers use YouTube, and 50% are on Facebook. Don’t write them off—they’re online and they’re buying.

Pro tip: Run Facebook ads focused on lifestyle and values, not just product features.

Not everyone’s on TikTok—and that’s OK (looking at you, Boomers).

Gen X (Born 1965–1980): The Silent Scrollers

Where are they? Facebook, YouTube, and LinkedIn (especially for B2B marketing).

How to reach them: Gen X often gets overlooked, but they’re in their peak earning years, and they’re savvy shoppers. They're skeptical of hype but loyal to brands that deliver.

To win over Gen X:

Provide proof. Reviews, testimonials, and case studies go a long way.
Use YouTube for how-to content—think tutorials and product demos.
Target them with Facebook and LinkedIn ads.

This group does their homework before buying, so make sure your social content links to helpful, informative landing pages. Hootsuite notes that Gen X is highly engaged in online research, so give them substance.

Pro tip: Highlight time-saving benefits and real-world practicality.

Millennials (Born 1981–1996): The Experience Seekers

Where are they? Instagram, Facebook, YouTube, X (formerly Twitter), and increasingly TikTok.

How to reach them: Millennials are digital natives who grew up alongside the internet. They value authenticity, experiences, and social impact.

When marketing to Millennials:

Use storytelling and user-generated content. Think real people, real stories.
Prioritize mobile-first content. They’re browsing on the go.
Embrace memes, humor, and pop culture references—as long as it feels genuine.

They’re also more likely to support brands that stand for something. According to Deloitte’s Millennial Survey, values like sustainability and ethics drive purchasing decisions.

Pro tip: Collaborate with micro-influencers—they trust peer recommendations more than celebrity endorsements.

Great marketers speak fluent Boomer and Gen Z — Great marketers speak fluent Boomer *and* Gen Z

Gen Z (Born 1997–2012): The Digital Natives

Where are they? TikTok, Instagram, Snapchat, and YouTube. (Facebook? What’s that?)

How to reach them: Gen Z grew up with smartphones in their hands. They can sniff out inauthentic content in milliseconds. If you try to sell to them too hard, they’ll scroll past in a flash.

To connect with Gen Z:

Get to the point. Quick, punchy videos rule (especially on TikTok and Reels).
Be real. Ditch the corporate speak. Show behind-the-scenes, bloopers, or team takeovers.
Leverage trends—but move fast. What’s cool today could be cringe tomorrow.

According to Statista, 60% of Gen Z uses Instagram daily, and 41% use TikTok regularly.

They're your trendsetters—so give them content they can share, remix, or respond to.

Pro tip: Tap into viral trends, but add your unique brand twist.

Bonus: Gen Alpha (Born 2013–Present): The Up-and-Comers

Too young to buy? Maybe. But they’re already influencing what their parents purchase—and they’re glued to YouTube and TikTok. If your product is family-oriented or kid-friendly, now’s the time to start thinking about this next-gen audience.

Pro tip: Partner with family influencers or kid-friendly content creators.

Attention spans are short, expectations are high, and algorithms don’t care. Welcome to modern marketing

Wrapping It All Up: Meet Them Where They Are

Marketing by generation isn’t about stereotyping—it’s about empathy. Each group has unique preferences, values, and digital habits. The more you understand their world, the more effective (and human) your marketing will be.

So before you hit “publish” on your next post, ask yourself: Who am I talking to? Then tailor your tone, visuals, and content style to speak their language.

And remember: Don’t try to do it all at once. Pick your priority audience, nail your message, and grow from there.