Reach the right generation with the right communication
February 17, 2023 at 11:00:00 AM
In today's digital age, there are five generations communicating and interacting on social media platforms simultaneously. So, how can you reach the right generation with the right message? The key is effective communication and knowing what kind of content captures the attention of each generation.
Baby Boomers, Gen X, Millennials, and Gen Alpha have unique characteristics and behaviors that require a tailored approach in your video production strategy. For instance, Baby Boomers still consume traditional media like TV and newspapers, while Gen Xers question advertising and want to be able to influence and express themselves.
Baby Boomers (1945-1964)
Baby Boomers, who are also referred to as Boomers, have a reputation for being highly successful. As a result, they can come across as materialistic and competitive, but also idealistic, task-oriented, and driven. Their career path often shapes their entire identity.
Boomers tend to spend most of their time on social media platforms, with Facebook and WhatsApp being the most popular. However, they can still be reached through traditional media channels such as TV and newspapers. To grab their attention, it is best to offer products or services that simplify their lives and provide value for their money. Although they have the patience and time, they do not want to waste their valuable time as they believe that time is equivalent to money.
Generation X (1965-1980)
Generation X, also known as Gen X, Slackers, or "The ironic generation," holds a starkly different perspective on work ethics compared to Baby Boomers. While Boomers prioritize a "do or die" attitude, Gen X is not afraid to challenge authority in the workplace. They have been called "slackers" or "The ironic generation" due to their inclination towards simple service jobs and a lack of drive for success.
To reach Gen X, advertising efforts should not be limited to traditional channels such as TV, newspapers, and social media platforms like Facebook and WhatsApp. Instagram, YouTube, and LinkedIn are also popular among them. However, given their tendency to question everything, they are the first generation to scrutinize advertising. Therefore, it is crucial to present products in a context that promotes a better society, which allows them to influence, change, and express themselves. A "come and buy" approach is no longer enough to entice Gen X.
Generation Y/Millennials (1981-1997)
Generation Y, also known as Millennials, has also been called "The Peter Pan Syndrome generation" or simply "The Peter Pan generation" due to their focus on staying young and living in the moment. It's not uncommon for them to continue living at home until they are over 20 years old, or even longer. Millennials are characterized as being aware, restless, and impulsive in their thinking. Their passion is the driving force behind the decisions they make. They also share a desire to express themselves, similar to Generation X.
Generation Alpha (2010-2024)
At present, it is challenging to ascertain the traits and aspirations of Generation Alpha, as they are either very young or yet to be born. Nevertheless, given that this generation is also born into technology and social media, it is probable that they will be as tech-savvy and connected as Gen Z, perhaps with even shorter attention spans. Similar to Millennials, they may not feel pressured to leave their parents' home before the age of 30. Moreover, Gen Alpha is likely to be more politically aware at an earlier age than any preceding generation. It is worth noting that a considerable proportion of this cohort has never handled physical money, as all transactions are conducted online.
To effectively connect with each generation, your video production strategy must align with their behaviors, interests, and preferences. Whether it's through traditional media or social media platforms, partnering with a video production expert can help you create video content that resonates with your target audience. If you need help targeting your communication, we are here to support you. Reach out to us, and we'll take it from there!