It is widely discussed how well influencer marketing works with younger generations - especially Millennials and Generation Z. They are the most skeptical when it comes to traditional brand-produced ads. They heavily rely on social proof, online recommendations, and their peers’ thoughts. But what about other generations? Can influencers reach them?
Due to their upbringing and sociocultural background, each generation has its unique characteristics and behaviors, that impact the way they interact with influencer and brand content. It is logical, that brands must understand their traits, habits, and preferences and customize their marketing approach to capture their attention.
In this article, we will discuss five main generations: Baby Boomers, Generation X, Millennials, Generation Z, and Generation Alpha, as well as strategies and best practices that businesses can use to engage with them. By the end of the article, you’ll gain useful insights into what factors shaped their interests and intentions which affected their purchasing behavior and content consumption. Hence, you will understand how influencer marketing works for different generations.
Breaking Down Generations from Boomers to Alphas
Without wasting precious time, let’s delve into the unique nature of each generation, including what they value, which platform they are the most active on, and what content resonates with them.
Baby Boomers (born 1946-1964)
Born after the II World War, Baby Boomers are known as the hardest working of the five generations. They were very keen to avoid another world-size war and were the first to lay the foundation of the economic prosperity and comfort, Millennials were born into later.
Baby Boomers are extremely conscious about financial stability and work to provide for their children so that their lives would be easier. However, due to this, they often neglect their family’s emotional needs and try to replace them with material goods.
What are they like?
Baby Boomers are self-assured and often fix things themselves.
They believe that hard work pays off and makes a difference.
Boomers are very goal-centric and know their capabilities.
People born in this era respect authority.
They appreciate loyalty.
This generation is highly responsible and reliable.
What do they value?
They value traditions, stability, and safety above all.
They prioritize wisdom and financial security.
On what platform do you find them?
Facebook, and YouTube.
How to market to them?
As opposed to common belief, Boomers are becoming more and more tech-savvy. They still use Google for research, since they are a text-based generation, however they also appreciate face-to-face interaction. They grow up with traditional media: TV, radio, and magazine ads, so make sure to complement your social media marketing tactics with conventional marketing techniques as well.
As for the content, use elements of nostalgia. Highlight values they care about, such as reliability and expertise. They want to receive value for their money, so accentuate the quality of your products and services for them. Use content that is educational and informative. They are likely to trust an influencer their age, who has similar life experiences as they have.
Generation X (born 1965-1980)
Often referred to as “the middle child” between two powerful generational groups: the Baby Boomers and the Millennials. Generation X may be neglected by many marketing professionals, which is a shame. Gen X has the second largest disposable income making them a robust purchasing power.
Younger Gen X individuals - especially those whose parents are hard-working Baby Boomers - realized early the importance of work-life balance. This is an attribute they are mostly known for and they raised their children in this spirit.
Although they experienced traditional media, they were exposed to technological advancements in their young adult years and managed to adopt many of these technologies successfully.
What are they like?
Often referred to as “kids with key”, meaning they arrived home from school to an empty house and were tasked with numerous house chores. Yet, these circumstances made them independent and practical.
Due to the above, Generation X people are self-reliant workers. They know their responsibilities and know how to accomplish them without micromanaging, meetings, and collabs.
This is a very resourceful generation.
They are adaptable. They didn’t grow up with the internet and social media but they learned it on the way.
They witnessed major civil rights movements, therefore they are the first generation who are interested in social causes.
What do they value?
They value expertise and quality - in this regard, they are similar to Boomers.
As opposed to Boomers they pursue to maintain a balance between family life and career.
On what platform do you find them?
YouTube, Facebook, LinkedIn, and Twitter.
How to market to them?
Generation X people don’t like sugarcoating and fluff, brands must be straight to the point in their content. Authenticity and credibility are key, so businesses should team up with subject matter experts and specialists if they want to successfully reach them.
Another reason why Gen X is referred to as the “middle child” is because they bridge the gap between Baby Boomers and Millennials. They enjoy learning about new developments and using them, as much as spending time with family and working relentlessly.
Brands can reach them with a mixture of nostalgia and innovative elements. Similarly to Boomers, they also want quality for their money, so brands need to pay attention to their pricing.
Due to the internet's prominence in their teen years and childhood, the next three generations are used to educating themselves online. Therefore, they are extremely suspicious of brand-generated content and value authenticity and honest reviews above all.
Millennials also known as Generation Y (born 1981-1995)
They were born into the relative stability of the 80s and 90s–all this accomplished by the former two hard-working generations. They are the first generation whose childhood was influenced by the internet to some extent. Those born in the 80s were exposed to it from their teenage years, while the younger members of this group experienced it from their childhood.
Apart from the economic, social, and cultural prosperity, they were overprotected by their Baby Boomer and Gen X parents. They grew up in a world where participation was equally recognized as victory. They are self-centered. These are several of the many reasons why they are often called the “Me, me, me generation”.
Technology is an integral part of their lives, especially smartphones. (Remember the first iPhone models? Well, Millennials do!) Influencer marketing owes its rise to their consumption habits. It was the Millennials who started to use social media - especially Instagram - extensively. To this day, Millennials spend an average of 3 hours on social media per day and have multiple social media accounts.
What are they like?
They trust their friends and peers.
Millennials get and share recommendations on social media and use online sources to inform themselves about brands, national and international news, and events.
Those born in the first half of the 80s still consume traditional media and content, but predominantly they rely on online content.
They are digital pioneers and tech-savvy.
What do they value?
They value hands-off experience over material possessions.
They believe they can make the world a better place, and thus prefer brands and products that contribute to this change.
On what platform do you find them?
YouTube, Instagram, TikTok, and Snapchat.
How to market to them?
They are the Instagram generation, they make up the major user base of the platform. Visual storytelling (in the form of images and videos) is the content format that catches their attention most likely.
Since they are used to socializing on the internet and trusting friends and like-minded people, brands can build their marketing efforts on the power of community formation. Use honest recommendations, ratings, and reviews. Millennials are the first generation, for whom user-generated content becomes crucial for marketing.
They are very receptive to influencers, they follow numerous prominent figures and brands on social networks that align with their values. In fact they prefer businesses that are purpose-driven and aid a good cause.
In a way, Millennials also serve as a bridge between Gen X who prefer exhaustive long-form content that educates, and Gen Z who love short, and fun content. This group enjoys both in-depth and educational content, as well as entertaining videos and interactive posts, typically consumed by younger individuals.
Generation Z also known as Centennials, iGeneration, or Zoomers (born 1996-2010)
They are definitely a far cry from Boomers and Gen X. They grew up with the internet, social media, and smart devices, thus they are true digital natives. They are masters of social media and creating and sharing content. They rely mostly on online content to inform themselves about real-life events, news, and brands. Yet, the downside of this is that they can be depressed and anxious which is due to social media’s stylized and unrealistic nature.
Apart from this, they also experienced global terrorism and heightened security concerns. They may witnessed their parents struggling during the 2008 financial crisis and the following recession, shaping their views on money and job security. Although, the youngest earning group and at the beginning of their professional journey, they are the most anxious about losing their jobs.
What are they like?
They can multitask like no other generation, they can switch easily between tasks.
Gen Z is famous for their short attention span.
Similar to Millennials, Gen Z is more likely to buy stuff based on reviews and trust influencers and their friends more than brand-produced ads.
The Gen Z cohort prefers to buy products that serve a good cause just like Millennials.
They love traveling.
They process information quickly.
Often described as superficial by older generations.
Gen Z is characterized by a collaborative mindset.
What do they value?
They value flexibility.
This generation is open to diverse cultures and inclusivity.
They value work-life balance.
On what platform do you find them?
TikTok, Instagram, YouTube.
How to market to them?
They have a mobile mindset. They are scrolling, tapping, sliding, and clicking. Brands must make sure that their content is mobile-friendly and leverage popular apps and social platforms to reach them.
They prefer short videos, whether they are informative or entertaining. They love bloopers, behind-the-scenes content, and anything that makes a content creator or a brand relatable, approachable, and vulnerable. They prefer authenticity above anything. They don’t watch traditional media at all.
Since they grew up with fast internet and are used to getting answers to their questions immediately, they are actively interacting with online content and want equally rapid answers and reactions to their inquiries and comments. Make sure influencers quickly respond to messages and genuinely engage with them.
Personalization and tailored content are other key elements that attract Gen Z. They keep up with trends and challenges and expect their favorite brands and influencers to do the same.
Generation Alpha (2011-)
Alpha is the youngest generation of them all. Obviously, they don’t have purchasing power since they don’t have any income. Their consumption habits are still shaping, such as preferred platforms. Still, technology - especially the internet, social media, and smart devices - is as natural and essential for them as breathing itself. They have several similar characteristics to Gen Z: short attention spans and wanting quick answers.
They are highly visual and need interactive content to be stimulated. They use apps for learning, and social media for entertainment. Since their early childhoods, this generation has been exposed to an abundance of information available on the internet, which often challenges traditional education and old customs.
How to market to them?
Marketers already started creating content for this group mostly through kidfluencers, who themselves are also Alpha kids. Apart from child influencers, brands can work with animated, fictitious characters, parent influencers, and teachers.
When it comes to marketing to these kids, brands must team up with age-appropriate influencers and create educational and entertaining content (mainly short-form videos) to grab their interests. Vibrant and multisensory content helps maintain their attention and encourages them to express their creativity.
Brands have a huge responsibility when they want to market to this group. They must pay attention to transparency, and meet several child protection regulations. Additionally, content plays an important role in shaping their behavior so they must select their topics carefully.
Comparing and Contrasting Strategies
As you can see, there is no one-size-fits-all strategy if you want to market to diverse generations. However, there are adaptable elements that may be used for several generational cohorts simultaneously. Let’s recap the main overlapping features and differences for a cross-generational campaign.
Overarching components:
Authenticity: No matter what generation you want to target, you must choose influencers whose content resonates with the target audience which will build trust and credibility.
Provide value: Offer value through your content. It might be valuable insights into an industry, or inspirational posts.
Visual storytelling always wins: Choose the length and depth and ensure your message is clearly delivered.
Generational differences:
Choose the right platform and format: Remember what platform each generation is mostly active on and what content format they prefer.
Tone and style: Align your style and messaging to each generation. The voice and language you use to communicate your message to Gen X will not encourage Gen Z to take action.
Values: You must consider what each cohort values the most when creating your promotion. Baby Boomers appreciate reliability and quality, while Millennials prioritize social causes and making a difference.
In Conclusion
Generations have their specific characteristics. Some of them are typical to all individuals of that group even if they come from different parts of the world. There are undeniable similarities between Gen X-ers in Latin America and Europe. However, some nuances are only familiar to the individuals growing up in a particular region. Before you launch an influencer collaboration - or really any type of campaign - make sure to inform yourself of local audiences and their habits and attitudes.
Remember that ethical considerations and transparency are crucial and authenticity is universal. However, the platform, the content format, and the tone and voice differ. Study each generation thoroughly and concentrate on offering value that resonates with their interests and preferences. Consider our detailed breakdown of each generational cohort and adjust your strategy to drive results.
Don’t let differences hold you back! Understanding the nuances and complexities of each group will help you break down generational barriers and ensure your campaign is received positively.
May your influencer marketing endeavors be successful across all generations!
