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  • Writer's pictureBrianna Fullerton


Updated: Sep 16, 2022

There is a common perception that Generation Zers use social media more frequently compared to older generations. While this stereotype exists for a reason, this is not the case for every social media channel. In fact, around 80% of each generation uses social media daily!

Each generation is drawn to different platforms that correspond with the content catered to their preferences, making it crucial that you are understanding your audience when it comes to social media posts and interactions. The Harris Poll surveyed over 1,000 US consumers about their social media habits and some of the numbers may surprise you. Here is an in depth look at how each generation interacts with social media.

GEN Z: THOSE BORN BETWEEN 1997-2012 (AGES 10-25)

Known for being glued to their phones and scrolling through social media “mindlessly,” Generation Z is actually well-versed in the social media world, and they are eager to interact with brands. In fact, 78% report using social media to learn about new brands and are likely to interact with a brand's post through a comment, like, or poll. TikTok, Instagram, and Snapchat are the top social media platforms used by this generation. Pinterest is also used by 32% of this age group. Any business targeting Gen Z should ensure they are utilizing these platforms by creating content they can interact with. Posting an Instagram story with a poll, a TikTok to trending sound, or linking a product in a Pin on are just a few examples of ways in which you could specifically target Gen Z.


This generation may not be as well-versed as Gen Z, but they still use social media often. In fact, 72% state that social media is an essential part of their lives, which is the highest of all age groups! Millennials may find it difficult to keep up with the latest and greatest trends, leading to 47% of this age group stating that they use social media to learn about them. It is probably no surprise that nearly 86% of millennials use Facebook, making this social media platform the most influential to this generation by far. Millennials also use a fair amount of Instagram, Snapchat, and Pinterest as well, but only 22% prefer Instagram and 15% prefer Snapchat. About 34% of this generation uses Pinterest, which is similar to the statistics of Gen Z. However, Facebook remains predominant in this age group compared to other platforms. A business wanting to target this specific age group should ensure they are producing plenty of Facebook content, whether that is through shopping links, reels, Facebook reels, or just a photo post. Instagram and Pinterest posts are still great ways to reach this age group. Not sure where to start with Pinterest? Read our blog all about gaining interest on Pinterest!

GEN X: THOSE BORN BETWEEN 1965-1984 (AGES 38-57)

You are less likely to find this generation on Instagram, Snapchat, or TikTok…but you can definitely find them on Facebook, Pinterest, or Youtube as well. Gen X is drawn to “how-to” videos, tutorials, and even a cute puppy reel on Facebook! This age group is more likely to interact with content if a video is involved, so if this is your target audience, videos are crucial! Gen X users use social media mostly to stay connected to friends and family, but it also comes in handy when they are searching for information, like a new baking recipe or watching a DIY video.


Knowing your audience and communicating effectively will make or break your small business. Understanding your audience, what they want, and why they want it will ensure success as your business flourishes.

Want to know how you can better manage your business’ social media presence? Get a free social media audit and let us help!

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