Reaching different generations with your content requires a tailored approach. Generations X, Y and the emerging generation Z each engage with and consume different types of content in their own ways.
Generation X were the first generation to grow up with the internet as a part of their everyday life and so use it regularly. ’Pew Generations’ states that 86% of Generation X go online daily with a large portion of their online time spent downloading and streaming television and movies. 78.7% of Generation X download or stream one or both of these types of media in a given month. Members of this generation, born from 1960 to 1980, enjoy educational and engaging posts while generally limiting their desire for interaction to discussion within their own social groups.
Generation Y, or Millennials, are most easily defined by how they choose to engage with content online and the ease with which they can access that content while on the move. Smart phones, tablets and laptops are near ubiquitous and use of these devices is near constant with a survey completed by ‘In Mobi Insights’ revealing that Generation Y use their devices to surf the internet while waiting for someone(88%), while lying in bed(88%), commuting(66%) and even while watching TV(64%).
Generation Y is much more active on multiple types of social media, with the average member of this generation joining 2.5 social networks and over 80% logging on every single day. 43% of this generation said that they rank authenticity over just content, meaning that they would rather trust a brand or news source as genuine before they even consume the content that they produce.
Forbes revealed in the same study that 62% of Generation Y, born 1980 to 1994, say that if a brand engages with them on social networks they are more likely to become loyal customers. 60% follow that up by saying that once they become a loyal customer they stay that way.
Generation Z are on their way, while they are easily confused for Generation Y by some, they are making their own way in this world and are entirely determined to do so.
To give a flavour of Generation Z, ‘Sparks and Honey’ revealed that 76% wanted to turn their hobbies into full time work and 76% are concerned about the impact of humanity on the planet. Their desires and concerns are driven by an ease and confidence in using the internet and social media for education and play. 52% of this generation use social media for school activities and research.
Generation Z are the first to shift away from Facebook as their primary point of interaction on the internet, with 25% of the 13-17 year olds surveyed by ‘Sparks and Honey’ saying that they have left Facebook within the last year. Instead this generation prefers more private social media such as Snapchat, Secret and Whisper.
41% of Generation Z, born after 1995, spends over 3 hours a day on devices for non-school related activities. Streaming content is popular, however unlike generation X this content is not traditional media such as movies or TV but is instead high quality ‘homegrown’ content that includes watching others play video games on websites such as Twitch.tv. Short, organic, engaging and easily digestible content are the way to grab the attention of a member of Generation Z.
So how can you reach each of these user groups? TAMBA know Generation X, they lead busy and full lives meaning that posting every single day with educational and entertaining posts is vital. Providing value will allow members of Generation X to use the information on offer and share amusing content with their social group. Do this right and you reap the rewards, gaining their recommendations and encouraging sharing of content within this group.
For Generation Y TAMBA recommends a proactive and reactive social media strategy. Providing amazing experiences, answering questions and showing this generation behind the curtain of your operation is the key to engaging the Millennials.
Generation Z are the new comers, young and ambitious, they are keen to get involved in creative projects. Naming competitions, collaborative works and live streaming interaction engage this generation in the ‘here and now’ allow you to tap into the raw, informed and driven energy they possess. As possibly the most exciting demographic, this generation allow dynamic companies to gain both loyal customers and incredible insight into the brilliant young minds that are out there.