Content Engagement By Age Group

Choosing the right types of content for your marketing and advertising materials is crucial for boosting engagement and conversions, and it varies quite a bit across different age groups.

The way people engage with content is deeply influenced by generational differences, as each age group has their own distinct preferences and behaviors shaped by their own unique experiences with technology and culture.

Below are the five different age groups and the types of content that resonate the most closely with them:

Baby Boomers

Baby Boomers (born 1946-1964) often prefer straightforward, informative content, favoring social media, email newsletters, and both short and long-form video. They value reliability and trust content that provides practical solutions or nostalgia-driven storytelling. The two most popular media channels that Boomers use are YouTube and Facebook.

Generation X

Gen X (born 1965-1980) engages well with content that balances professionalism and convenience, often consuming blog and text-based posts, articles, and video content during breaks on social media platforms like LinkedIn and YouTube. Testimonials, case studies, in-depth blog posts, and long-form video are the types of content Gen X'ers are particularly drawn to.

Millennials

Millennials (born 1981-1996) are drawn to visually compelling, shareable content, especially on video platforms like Instagram, TikTok, and YouTube. They place a high value on authenticity and resonate with user-generated content (UGC) and reviews. Millennials spend a lot of their time on social media and are comfortable with shopping online.

Generation Z

Gen Z (born 1997-2012) are the first truly digital natives, engaging with bite-sized, interactive, and visually dynamic content, particularly on Snapchat, TikTok, and other social media platforms. Their attention spans are short and they’re highly attuned to trends, entertainment, and values-driven messaging. Best types of content for Gen Z are all forms of video, images and carousels, and thoughtful blog posts.

Generation Alpha

Gen Alpha (born 2013 onward), the youngest cohort, prefers highly visual, gamified, and educational content tailored to platforms like YouTube Kids and emerging kid-friendly apps, with a focus on vibrant visuals and gamified interactivity.

Key Takeaways

Choosing the right types of content is crucial for attracting new customers. It must be relevant to have a better chance of resonating with target audiences. It should maximize engagement, ultimately drive conversions, and build brand loyalty. The next time you create new marketing or advertising content, make sure you choose the types that resonate best with new prospective clients.

Both short and long-form video content is popular across all age groups, so be sure to focus some time and budget on that area of creative development. Videos increase conversion rates by as much as 80%, are permanent marketing assets you own, and can be leveraged across all marketing channels.

If you need help creating new content that resonates and engages, contact me.