Generational content marketing: How to optimize your Content for Every Age Group
You already know that targeting your marketing to specific groups of people can help you save money, increase revenue and reduce your cost per impression. Determining just how to segment those people and then market to them based on their collective values, needs or fears can be a more difficult task than it looks on the surface.
This infographic was designed to help you see, at a glance, the needs and wants of generational groups, as well as to provide tips for how to best reach them with the kind of content with which they prefer to engage and interact.
Generational targeting isn’t really a new concept in the marketing world.
Even when you’re doing ad buys for television spots, you have some idea who is watching during that time of day, whether it’s a bunch of kids during Saturday morning cartoons or their grandparents during the evening news. And it makes perfect sense to adopt generational targeting for the right products and services, since generations often share particular characteristics or beliefs.
Today’s ultra-fractured audiences can be hard to reach, even if you’re perfectly on message. Don’t let that deter you, though, you may just need to try a different platform or approach. According to Convince & Convert, there are six distinct generations alive today, but we’re just going to cover those that actively participate in digital media.
We’ve compiled information on the most common groupings by generation to help you do just that.
Who are Our Generations?
Business Insider recently released a brief based on an eMarketer survey of generational use of media. The brief offers a lot of interesting insights, including what might be a surprising (for some) revelation that teens are fleeing Facebook in great numbers. They’re swapping grandma’s photos of them as babies for the temporary social network, Snapchat.
Today’s marketer needs to be familiar with several different groups of people, from the Boomers to Gen Z. When they’re put head to head, there are already obvious and major differences in how they function in media spaces, including these:
- Baby Boomers (1946 to 1964): 74 million
- Generation X (1965-1980): 66 million
- Millennials (1981-1996): 71 million
- Generation Z (1997-2012): 60 million
- Boomers: 67 percent
- Gen X: 85 percent
- Millennials: 92 percent
- Gen Z: 95 percent
SOCIAL MEDIA PLATFORM USE:
Baby Boomers: 57 percent
– Facebook: 31.9 million users
Generation X: 75 percent
– Facebook: 45 million users
– Instagram: 23.5 million users
Millennials: 85 percent
– Facebook: 59 million users
– Instagram: 43 million users
– Instagram: 73 percent usage
– Snapchat: 69 percent usage
Knowing who your audience is, whether you’re selling a cool hoodie to Gen Z on Instagram or life insurance to Boomers on Facebook, is the first step. It’s a vital step, no doubt. There was a time when finding an audience wherever they happened to be meant you had two or three rocks to turn over. Today, however, you have literally hundreds of potential outlets complicating your efforts.
Doing the legwork is important, though. Otherwise, you’ll be flashing the wrong message to the wrong person, increasing ad spend for no results. No one wants that.
What kind of content does my target generation prefer?
This is where the rubber really meets the road. With so many outlets available for audiences, it’s vital that you use the right media to share your message. Luckily, or maybe unluckily since it can require a great deal more effort to feed all the buckets, the above detailed generations all consume online media in very different ways.
- For example, Baby Boomers prefer text-light content, with a range of about 300 words considered ideal. They also enjoy slower-paced videos that are information-heavy. As far as social media is concerned, Facebook-optimized content is where it’s at. Fifty-seven percent of this group will visit a company’s website after seeing their content on social media, 34 percent of those visitors make a purchase.
- Generation X is a big fan of longer-form video with 30 seconds being the sweet spot for mobile video ads. Helpful videos are also a big hit, 48 percent of Gen X smartphone users are more likely to buy from a company that offers instructional video content.
- Millennials, everyone’s favorite generation to simultaneously love and hate, are online shoppers to the core. Sixty-six percent prefer it to in-store shopping. But that’s not all. They’re a great group for all kinds of different media. Short-form video? Interactive content? Email campaigns? They’ll all deliver. Those short video ads should be around 10 seconds.The generation has spoken, with 98 percent likely to buy after an experiential campaign. When it comes to email, Millennials spend a whopping six hours a day going through email, even so 77 percent of them still want to hear from you.
- Generation Z is just getting started, but the data says that their online shopping is highly influenced by social media. They also like online video ads, with 56 percent taking action after seeing an ad and 19 percent making a purchase. YouTube video marketing has the attention of 85 percent of teens, especially boys. Gen Z is also looking for a different kind of message: they want businesses to take stands on environmental and social issues.
Know your audience, sell your product
There’s no substitution for intimate knowledge of your target audience. But even if you’re new to targeting, grouping viewers by generation can help you drive that message home with more precision and less ad spend per quality lead. Remember, you’ve only got about eight seconds to catch your customer’s eye, so whatever outlet you choose, start strong with a message that resonates.