What is Gen X?
Gen X (short for Generation X) refers to people born roughly between 1965 and 1980. They’re the generation after Baby Boomers and before Millennials. Think of them as the “latchkey” kids—growing up independent, tech-savvy (they saw the internet’s birth), and now juggling careers, family, and digital life.
Who are Gen X on social media?
Gen Xers are active digital adopters. They tend to favor platforms like Facebook (92%), Instagram (78%), and YouTube (74%), but lots also use TikTok (54%) and even Threads (13%) . They use social media for both personal connection and practical research.
Why does Gen X matter for brands?
- 💪 High spending power: Many are at peak earning years and trusted household decision-makers.
- 💼 Brand loyal: Once a brand earns their trust, they stick to it.
- 🛒 Smart shoppers: They dig deep—looking up reviews, comparing options, and preferring fact-based info.
How do Gen Xers use social platforms differently?
While younger generations love short, flashy social posts, Gen X will engage more with longer, meaningful content:
- They have longer attention spans and are more engaged—average retention from peers’ content outpaces Gen Z/Millennial by 30–75%.
- They prefer real voices over influencers, trusting Gen X creators more than trending personalities.
What kind of marketing resonates with Gen X?
To connect authentically:
- Be honest and transparent—they’re independent and hate being sold to.
- Tap nostalgia—70s/80s references can strike a chord.
- Use video and storytelling—they like context-rich, personal stories, not flashy ads.
- Leverage testimonials and reviews—they trust peer insights over hype.
Where should you reach them?
- Facebook & Instagram for social discovery and inspiration.
- YouTube & Podcasts for thoughtful, longer-form content.
- Email & direct communication—they appreciate direct, relevant messaging.
Tips for engaging Gen X on social media
1. Keep it real. Avoid over-polished ads. Speak like a reliable friend.
2. Offer value. Discounts, loyalty perks, and quality storytelling go a long way.
3. Share reviews and testimonials. Show them what real users think—proof wins trust.
4. Personalize content. Use context-aware ads (e.g., “weekend project?”) to connect.
5. Mix nostalgia with relevance. A retro soundtrack or classic reference, with a modern twist, can resonate.
Bottom line:
Gen X is a powerful, discerning, yet often overlooked audience. They value authenticity, trust, and meaningful connections. To win them over, businesses should be honest, nostalgic (in a genuine way), and always provide real value. When you do, you don’t just get a sale—you get a loyal fan.