Social Media Showdown: How Each Generation Really Feels

It’s no surprise that our views on social media vary depending on when we were born. MySpace and Friendster kicked things off in 2003, followed by Facebook in 2004, Twitter (now X) in 2006, Instagram and Snapchat in 2010, and TikTok in 2016. 

By the time social media took off, the youngest Boomers were 40, Gen Xers were 24, Millennials (Gen Y) were just 8, and Gen Z hadn’t even arrived yet! Gen Zers are often called “digital natives,” having grown up with tech from an early age.

Interestingly, Millennials (Gen Y) are the most active on social media, followed closely by Gen Z, then Gen X, and Boomers. This trend extends into AI on social media, with Gen Z being the most open to trusting AI-generated content. 

In fact, 80% of Gen Zers are likely to engage with content they know is AI-made, compared to just 67% of Boomers.

AI is just one example of how generational attitudes toward social media differ. For businesses aiming to connect with potential clients and grow online, understanding these differences is essential. Knowing what each generation expects and values from brands on social media—and identifying where their target market falls—enables businesses to craft messages that truly resonate.

Social media trends vary widely across generations, with video and AI leading the charge. Social platforms are also evolving into powerful search engines and shopping destinations. Video has been on the rise for years, with TikTok maximizing this trend and experiencing the most growth recently. 

Short-form video is especially popular, with 57% of Gen Z preferring quick clips to discover new products and services. TikTok is also experimenting with longer video formats, testing 30-minute and horizontal videos (similar to YouTube and Facebook). It’ll be interesting to see how these new formats are received across different age groups.

Brands are increasingly adopting AI, especially for tasks like customer service and image editing. However, generational differences in AI perception mean companies need to be strategic. Gen Z, more comfortable with AI, feels confident distinguishing real from AI-generated content and tends to trust and engage with it more. Boomers, on the other hand, remain wary, with Gen X and Millennials (Gen Y) falling in between. For brands targeting younger generations, embracing AI can be effective, while companies focused on Boomers might benefit from a lighter AI touch.

Social media is quickly becoming a go-to search engine and shopping hub. Think back to the last time you clicked on something in your feed, hit purchase, and eagerly awaited the arrival of your purchase! Instagram leads in social shopping, with 44% of users making purchases on the app each week, an approach especially popular with Gen Z. 

Across generations, people are turning to social media over Google for searches. Over half of Gen Z now prefer TikTok for information searches, and by January 2023, 94.6% of us visited a social network site versus 81.8% using a traditional search engine. For product research, 81% of Gen Z and 48% of Millennials rely on social media. Many of us now look to Instagram over Yelp for reviews and prefer DMing brands for customer service—everyone, that is, except Boomers.

One thing is clear: across generations, we all crave authenticity. Content that feels overly self-promotional tends to fall flat—we prefer to be entertained. Playful, engaging content reigns supreme, and TikTok has truly mastered this art. 

Gen Z, more than any other generation, consumes and amplifies social media trends and viral content. Millennials use social media not only to stay connected but also to catch breaking news, pass the time, and discover new trends.

Ultimately, brands that prioritize authentic, engaging content will resonate best. By tailoring their approach to each generation’s preferences, brands can make genuine connections that go beyond just promotion. After all, creating meaningful engagement is what social media is all about.

Author: Lisa Nicholls, CEO, Tira! Strategies

About the author: Lisa Nicholls is a consummate networker and community builder who intuitively understands how to form genuine connections with people in real life and online. Throughout her career Lisa gravitated to customer-facing positions that had her as the conduit between product and customers. She uncovered a universal truth about business and sales: it’s not about the product so much as seeking out commonalities, forming genuine connections, and deeply seeing and hearing customers that leads to strong, consistent business results.

Lisa built on these skills when she joined the Reston Chamber of Commerce in 2007 and became instrumental in expanding the Chamber’s presence. As a board member, she served as the Chairperson of the newly formed Restaurant & Hospitality Committee. She expanded the Chamber’s presence into the restaurant community by creating and launching Reston’s very first Restaurant Week, one of the Chamber’s most successful annual events that continues to be a hallmark event of the Chamber. Lisa also served as the co-chair for the Chamber’s annual holiday party for several years.

In 2009 Lisa realized her ability to connect with people and build thriving communities could also work in the online world, so she founded Tira! Strategies, a consultancy dedicated to helping small business owners navigate the complex and dynamic world of social media. For the past 10 years, Lisa has developed a deep expertise around best practices for online engagement, social media ads, and how to leverage social platforms for optimal business results. Her strategies are centered around truly seeing the customer as a person, developing rapport, building relationships one at a time, and ultimately cultivating a community of engaged and inspired followers that turn into sales for her clients.