How Different Generations Are Utilising Social Media
Recent research from Sprout Social reveals the key trends that are shaping the social media landscape in 2024. If you're looking to optimise your brand's social media strategy, keep the below insights in mind!
Instagram Takes the Lead
Instagram has overtaken Facebook as the most popular platform across multiple age groups. Here's a breakdown of platform preferences by generation:
- Gen Z gravitates towards Instagram, followed by TikTok, Snapchat and Facebook.
- Millennials also favour Instagram, with Facebook, TikTok and YouTube trailing behind.
- Gen X remains loyal to Facebook but engages significantly with Instagram, YouTube and TikTok.
- Baby Boomers prefer Facebook, with YouTube, Instagram and X (formerly Twitter) rounding out their top choices.
The Rise of Edutainment in Brand Content
When it comes to content, consumers are increasingly looking for more than just entertainment. The survey found:
- 65.5% of consumers favour content that educates them about a product or service in an engaging, entertaining way.
- 40% enjoy posts featuring memes.
- 38% appreciate serialised content and one-off video skits.
- 34% are drawn to interactive content like polls and stickers.
It's clear that edutainment - a blend of education and entertainment - should be at the core of your content strategy.
The Impact of AI and Production Value
While AI-generated content is a hot topic, 46% of consumers are less likely to engage with brands that rely on it. Additionally, even though lo-fi, casual content is trending, many consumers still expect a certain level of production quality. This highlights the importance of maintaining a balance between authenticity and professionalism in your social media posts.
What Drives Consumers to Unfollow Brands?
Understanding why consumers might unfollow a brand can help you avoid common pitfalls:
- 43% of consumers are turned off by unoriginal content strategies.
- 42% would unfollow a brand that collaborates with influencers who don't align with their values.
Key Takeaways for Brands
- Platform Preferences Vary by Age: While Instagram is on the rise, platform preferences differ by generation. Tailor your content accordingly.
- Edutainment is Essential: Consumers want to be educated while being entertained. Ensure your content strikes this balance.
- Avoid AI Overuse: A significant portion of consumers view AI-generated content negatively. Use it sparingly and focus on authentic, high-quality content.
- Stay True to Your Values: Collaborating with influencers who resonate with your brand's values is crucial to maintaining your audience's trust.
Incorporating these insights into your social media strategy can help you stay ahead of the curve and foster stronger connections with your audience.
