跨代际营销：Z世代、千禧一代、X世代和婴儿潮一代如何与品牌互动不同

Generational behaviors aren’t converging. They’repulling further apart. And that divergence matters.It’s the difference between a post that entertainsGen Z and one that earns trust with Gen X. Betweena campaign that drives purchases among Millennialsand one that quietly flops with Boomers.There’s no such thing asone audienceon social media. Your followers maybe in the same place, but they are not the same people – and treatingthem as if they are is costing you attention, engagement, and revenue.Same channels,very different customersINTRODUCTIONBorn between1946 & 1964BABY BOOMERSBorn between1965 & 1980GEN X Here’s what we found:This is not a matter of preference. It’s a matter of performance.If your strategy isn’t generationally aware, it’s falling short. Theopportunity is there – and the brands who move first will win bigger.Channel expectations are shifting:prefer to hear from brands onsocialwhileBoomersstill want awebsiteof Gen Z52%Service norms aren’t universal:Gen Zreachout viaDMsBoomerspick up thephone81%&Purchase behavior is platform-driven:of Gen Z53%of Gen X46%of Millennials56%of Boomers39% This report unpacks insights from our exclusiveconsumer survey, focusing on how Gen Z, Millennials,Gen X, and Boomers who frequently use social mediadiffer in how they interact with brands on social. Fromwhat they value to how they buy to where they gofor help, the differences are sharp – and they’re onlygetting sharper.Born between1981 & 1996MILLENNIALSBorn between1997 & 2012GEN Z ofBoomersexpect arealpersonto answerhave bought viasocialin the pastthree months What you will find in this survey reportThis report examines the differences in generational data from a survey ofnearly 1,000 U.S.-based social media users from a wide spectrum of ages anddemographics to understand their behavior, preferences, and expectationsfor brand interactions on social media.Content strategyPurchase behaviorService expectationsWhy people follow brandsAction steps(CLICK SECTIONS TO JUMP TO PAGE) 0406081012 MethodologyNature of survey:This was a 15-minute online survey offered in English only.Sample size:The sample was 965 U.S.-based consumers (229 in Generation Z, 242 Millennials,241 in Generation X, and 213 Baby Boomers).When:Data collected Nov.14-26, 2024.Qualifications:To qualify, respondents had to:- Use at least two of the following at least twice a week: Facebook, Instagram, TikTok, or X.- Have interacted with a brand on social media in the past 90 days. Your content might look great. It might even be winning awards. But if it’s nottailored to the people actually seeing it, it’s missing the mark.Every generation shows up to social media with different expectations. Gen Z wants content that’s fun, fast, andimmersive – the kind they’d actually share. Boomers want content that’s helpful, clear, and to the point. That’s nota subtle difference – it’s a strategic fault line.The split is real:ofBoomers84%ofGen Z46%says interactivity is what makes abrand video good (Millennials33%,Gen X32%, Boomers15%).say informativeness makes thebiggest impact – not flash or flair(Gen X74%, Millennials63%,Gen Z56%).ofBoomersand42%say videos featuring real customers are more compelling,compared to less than 1/3 of Gen Z (Millennials30%, Gen Z31%).The content they want (and how to deliver it)CONTENT STRATEGY ofGen X40%And yet, too manybrands are postingthe same contentacross every channel,hoping it sticks. That’snot strategy – that’sguessing.ofGen Z17%are likely to engage with AMAs,almost 3 times that of Boomers(6%) and more than Millennials(10%) and Gen X (8%). What to do now:>ForGenZ:Use interactive formats like polls, quizzes, AMAs, and collabs.Keep content playful,fast-moving, and culturally relevant. This generation rewards brands that entertain and engage,not just inform.>ForMillennials:Blend inspiration with information.Highlight values, aesthetics, and user-generatedcontent (UGC). This group responds well to lifestyle framing and visually polished execution.>ForGenX:Focus on authenticity and practicality.Showcase real customers, behind-the-scenescontent, and clear product benefits. Trust matters more than flash.>ForBoomers:Be clear and concise.Lead with helpful, informative content that answers questionsand demonstrates value. Skip the gimmicks and long intros. Get to the point quickly.The bottom line:You need more than just a content calendar. You need a generational content strategy. Back to contents Top qualities of a good brand video – by generationFeatures real customers17%8%10%Shocking15%Qualities33%32%42%30%40%31% Back to contents9%6%BOOMERSGEN XMILLENNIALSGEN Z Not every scroll leads to a sale. But, for younger generations, it’s happeningmore often and more quickly. That is,ifyour content checks the right boxes.Gen Z and Millennials aren’t just passive viewers. They’re active buyers, and social is their shopping mall.But they’re not buying because of logic. They’re buying because something clicked – the look, the tone,the s