Gen X and Social Media: The Underestimated Power Users
Generation X, often overlooked in social media discussions, is actually a highly engaged and influential demographic online. Including them in your social strategy may be the best ROI thing you do this fall.
Gen X's Social Media Habits
Contrary to popular belief, Gen X spends a considerable amount of time on social media. On average, they dedicate about 7 hours per week to these platforms, surpassing Millennials who spend around 6 hours. This demographic is particularly active on Facebook, with 74% of Gen Xers using it regularly but also heavy users on Instagram, YouTube and Linked In. Their engagement is not limited to personal use; they follow brands, read reviews, and make purchase decisions based on social media interactions. They know to call everything “demure” now just like all the cool cats.
Moreover, Gen X makes 55% more visits to social media sites compared to other generations. They are not just passive users; they are actively engaged, sharing content, commenting on posts, and participating in online communities. This high level of engagement translates into significant marketing opportunities for brands.
The Social Media Savvy
Gen X's high social media usage indicates their comfort and fluency with digital communication. Unlike Baby Boomers, who often view social media with skepticism, Gen Xers embrace it as a valuable tool for both personal and professional purposes. They are savvy consumers who use social media to stay informed, connected, and entertained.
For brands, this means maintaining a strong, authentic presence on platforms like Facebook and Instagram is crucial. Engaging content, particularly video, resonates well with this demographic. Videos are not only consumed for entertainment but also for learning about products and services. Gen Xers appreciate content that is informative, entertaining, and easy to share.
Furthermore, Gen X is more likely to trust and engage with brands that have a robust social media presence. Nearly 50% consider a brand's social media presence an important factor in their perception of the company. This trust translates into loyalty and higher conversion rates, making social media an essential component of any marketing strategy targeting this demographic.
The Gen X Influence
Gen X is a key demographic in influencer marketing, both as avid supporters of influencers and as significant influencers themselves. Surprised? They bring credibility and authenticity, often resonating with audiences who value experience and reliability. Influencers such as Gwyneth Paltrow and Snoop Dogg have built trust over years of public presence, making them highly credible voices in their niches. Influencers like Eva Chen, the director of fashion partnerships at Instagram, and Ree Drummond, the Pioneer Woman, exemplify this trend with substantial followings and impactful content.
Gary Vaynerchuk, commonly known as Gary Vee, is a prominent Gen X influencer. He is an entrepreneur, author, speaker, and internet personality known for his expertise in digital marketing and social media. His influence and following across various platforms underscore the significant role Gen X can play in the influencer landscape. Additionally, Gen X influencers often excel in niche markets such as fitness, travel, and lifestyle. Influencers like Courtney Kerr (fashion and lifestyle) and Jennifer Pappas (fitness and wellness) have carved out significant spaces in their respective fields, further highlighting the impact of this generation in the influencer domain.
Takeaway
To tap into Gen X's purchasing power, brands should prioritize them as part of their social media and influencer strategy. This includes creating engaging, informative content and leveraging social proof to build trust and drive conversions. Recognizing Gen X as a significant and profitable demographic on social media and including them in your creative brief to your social agency can lead to more incremental business, ultimately driving brand loyalty and sales.