Gen X Social Media Information and Habits

Era X (Gen X), born between 1965 and 1980, was one of many first generations to develop up with conventional media and go digital later in life. Their social media habits mirror this evolution, with them having profiles on each long-standing and rising social networks.

In accordance with the 2024 Social Media Content material Technique Report, Gen Xers are loyal to legacy social networks, with 92% having a profile on Fb, 78% on Instagram and 74% on YouTube. They’re additionally steadily turning into extra current on newer and rising networks, with 54% having a TikTok profile and 13% being on Threads.

Gen X social media utilization exhibits they’re digital adapters, adjusting their conduct as expertise and social media have advanced. As with every era, to efficiently have interaction with them and develop an impactful social media technique, it is advisable know them first.

Learn on to be taught Gen X’s social media habits and tricks to construct simpler advertising methods that resonate with this influential (and sometimes underestimated) demographic.

The Gen X demographic

At the moment between the ages of 45 and 60, Gen X goes by many names, all for various causes:

• The center baby era: They fall between the Millennials that come after them and the Child Boomers that precede them.
• The latchkey era: This refers to the truth that Gen X children have been usually left alone after faculty as a result of each dad and mom have been at work.
• The MTV era: They have been the primary era to develop up with cable tv and MTV, which have been cultural fixtures.

To say lots has modified of their lifetime can be an understatement. When Gen Xers have been rising up, tradition was created and mirrored in conventional media. Now, social media drives tradition.

Gen X grew up throughout a time of huge technological and cultural shifts, such because the rise of private computer systems, the appearance of the web and electronic mail, the launch of MTV and the early levels of social media. By dwelling by means of these shifts, Gen X turned unbiased, pragmatic and adaptable.

Gen Xers are additionally robust advocates for work-life stability, whilst they attain the height of their careers. In accordance with DDI’s International Management Forecast, Gen Xers held 51% of management positions globally in 2018.

Whereas some Gen Xers are nearing retirement, others are extending their careers and persevering with to work into their 60s and 70s. In consequence, they’ll stay a significant drive in enterprise and political management for the following decade or extra.

Once they’re not working, Gen X is elevating children, dwelling with their grown youngsters and in lots of instances, caring for getting older dad and mom or grandchildren. Though Gen X accounts for 19% of the U.S. inhabitants, they symbolize 24% of latest homebuyers and are the highest-earning homebuyers.

Gen X social media utilization

A 2023 survey discovered that 92% of Gen Xers use social media daily.

On common, Gen X spends about 1.5 hours scrolling every day, indicating that they’re snug with social media, even when not fully immersed.

What units Gen X aside is how they have interaction on-line. In accordance with Sprout’s Q2 2025 Pulse Survey outcomes, Gen X social media habits are sensible and closely formed by their hybrid media upbringing. Look no additional than their search conduct for an instance. Gen X nonetheless depends on Google to look, with solely 15% of Gen Xers utilizing social for search.

Their intentional, but arms-length, strategy to social media additionally manifests of their shopping for habits. Gen X is way much less influenced by social media in the case of purchases.

The heartbeat survey stories that:

• Half of Gen Xers mentioned social media had no impression in any respect on their monetary selections
• 31% of Gen Xers mentioned none of their purchases previously 6 months have been influenced by social media
• Solely 8% of Gen Xers mentioned over half their purchases have been socially influenced

Whereas they’re usually hesitant to undertake new networks, they’ll present up in the event that they’re correctly motivated.

In accordance with the identical survey, Gen Xers say they’re most probably to strive a brand new platform if:

1. “My associates or household are utilizing it” (43%)
2. “I’m interested by distinctive options or codecs” (37%)
3. “I’m concerned about area of interest communities or particular content material matters” (25%)
4. “I desire a break from conventional platforms like Instagram or Fb” (25%)

The survey additionally discovered that as a result of Gen X didn’t develop up with social media, their engagement tends to be extra passive. Understanding nuances like this in Gen X social media conduct is important for entrepreneurs seeking to construct real connections.

What social media does Gen X use?

These are the highest six social media networks Gen X makes use of, in accordance with the Q2 2025 Pulse Survey. We’ll take a better have a look at how Gen X makes use of every of those channels and how one can tailor your social advertising technique to achieve them.

1. Fb

Fb is the go-to social media for Gen X. The affinity for Fb is sensible, because it was the primary social community of its form when it launched in 2004, and subsequently their first expertise with social media. Like different generations, Gen X makes use of Fb to remain in contact with family and friends, and get information and updates.

Listed here are another insights into Gen X Fb use:

• In accordance with the 2024 Social Content material Technique Report, 72% of Gen X shoppers flip to Fb for buyer care, which is greater than some other social community.
• Though Gen X isn’t simply influenced to buy issues due to social media, 40% of Gen X shoppers use Fb to search out and purchase merchandise.

Use these insights to construct and refine your Fb advertising technique. Gen X’s loyalty to Fb, and to the manufacturers that present up properly there, is value investing in.

2. YouTube

YouTube is Gen X’s second-most-used community primarily based on the Q2 2025 Pulse Survey.

Nostalgic content material is the important thing to reaching Gen X on this community, since 75% of Gen Xers use YouTube to observe movies that remind them of their youth. In addition they head to YouTube for extra sensible content material, like how-to movies, product evaluations and health follow-alongs. It’s a utility platform and an escape, which makes it a candy spot for this era. Hold these preferences in thoughts when constructing your YouTube advertising technique.

3. Instagram

Whereas the 2024 Social Content material Technique Report discovered that 78% of Gen Xers have an Instagram profile, adoption continues to develop, making it worthwhile to optimize your Instagram technique to achieve this viewers.

This era makes use of Instagram to maintain up with associates, household and youngsters, in addition to to observe influencers and types for inspiration throughout classes, together with journey, dwelling, meals and trend. For product-based manufacturers, reap the benefits of this perception by posting content material that provides new methods to make use of your product or by sharing user-generated content material. Service-based manufacturers can share inspiring buyer tales or supply knowledgeable suggestions that talk to Gen X’s way of life objectives and values.

In accordance with the State of Influencer Advertising and marketing Report, Gen X is nearly twice as more likely to have interaction with influencers on Instagram as Boomers. Should you’re seeking to join with Gen X on Instagram, it’s strategic to put money into partnerships with influencers and content material creators who’ve a Gen X viewers.

4. WhatsApp

WhatsApp is the hottest cellular messenger app worldwide. And whereas it’s not a conventional social community, the Q2 2025 Pulse Survey discovered that 47% of Gen Xers use WhatsApp. Usually, Gen X makes use of WhatsApp for personal conversations with shut contacts, however there’s nonetheless a possibility for manufacturers.

As soon as clients choose in, WhatsApp Enterprise messages have a 98% open charge, making it a wise option to attain Gen X instantly. Use it to supply dwell or automated buyer assist, ship personalised WhatsApp advertising campaigns or present updates.

5. TikTok

Gen X is the fastest-growing era on TikTok. Sprout’s Q2 2025 Pulse Survey discovered 42% of Gen Xers use TikTok, turning to it for leisure and inspiration.

Listed here are some deeper insights into Gen X TikTok use:

• Gen X TikTok customers are 127% extra more likely to watch livestreaming when contemplating a purchase order (in comparison with different apps/platforms).
• 54% of Gen X TikTok customers watch regardless of the algorithm suggests.
• 31% of Gen X TikTok customers discovered inspiration for actions, journey, suggestions and extra throughout the final 30 days.

Leverage trending sounds, produce a sequence of edutainment content material or create intelligent or sudden stitches in your TikTok advertising technique. In case your aim is to maneuver Gen X towards shopping for, take into account internet hosting product demos, buyer interviews or question-and-answer classes on TikTok Reside.

6. LinkedIn

The 2024 Social Content material Technique Report recognized Gen X as one of many main audiences for LinkedIn. They’re utilizing it for networking, hiring and sharing experience, which is reflective of the truth that they’re on the peak of their careers and more likely to maintain management roles.

Lead with high-value content material in your LinkedIn technique to construct belief. Share trade and management insights, sensible profession recommendation or behind-the-scenes seems at your crew tradition to humanize your model. Thought chief advertisements that includes Gen X voices are one other strategic option to goal Gen X on LinkedIn, particularly given this era’s want for illustration (a subject we’ll dive into within the subsequent part).

How Gen X engages on social media

On this part, you’ll be taught what sorts of content material seize Gen X’s consideration, how they use social media to make selections and what makes them stick round. You’ll additionally get strategic takeaways you should use to create content material that earns their belief and drives outcomes.

Gen X makes use of social media for inspiration and analysis

Gen X grew up consuming conventional media and later began consuming social media content material, which explains why they have a tendency to deal with it extra as a device than a stage.

Solely 24% of Gen Xers have shared a ‘selfie’ on social media, exhibiting they’d fairly browse and collect info than submit. Whereas they could not share updates ceaselessly or create developments themselves, that doesn’t imply they aren’t quietly shaping the algorithm.

The Q2 2025 Pulse Survey discovered that Gen X most frequently makes use of social media to make knowledgeable decisions about what they eat, watch, hearken to and do. They’re scrolling to be taught, join and infrequently be entertained. On condition that they’re the decision-makers of their households, it is sensible to make use of social media to determine what’s for dinner, what’s value watching or the place they need to go on their subsequent household journey.

Listed here are the 5 issues Gen X depends on social media for probably the most:

1. Cooking and recipe inspiration and schooling (53%)
2. TV and film suggestions (47%)
3. Discovering new music (35%)
4. Nationwide and world information (35%)
5. Sports activities information and updates (34%)

Once they have interaction on social, Gen X is on the lookout for DIY tutorials or how-to content material (33%), native suggestions akin to eating places and bars (33%), information or trending matters (31%), or product evaluations and proposals (31%).

Do this to focus on Gen X: Present up with content material that solutions a query, solves an issue or provides actual worth. A device like Sprout Social Listening helps you conduct in-depth market analysis and determine related developments in matters and conduct, so you possibly can create extra focused and helpful content material to your Gen X social media technique.

Gen X desires to see manufacturers be daring on social

Gen X finds manufacturers that present up, reply instantly and lead with originality are extra memorable. In accordance with the Q2 2025 Pulse Survey, the highest traits that make a model memorable to Gen X are responding to clients (55%), prioritizing authentic content material (39%) and fascinating instantly with their viewers (33%).

For Gen X, boldness on social media is about being clear and unapologetic about who you might be, what you supply and what you stand for. Sprout’s Q2 2025 Pulse Survey discovered that Gen X considers daring manufacturers to be sincere (48%), inspirational (40%) and humorous (36%).

Should you’re questioning what this seems like in follow, Liquid Demise’s “Pit Diaper” marketing campaign with Rely is one such instance. The combination of popular culture, honesty, humor and edge is strictly the sort of daring Gen X can get behind.

When manufacturers strike the best tone, the outcomes converse for themselves. Gen Xers usually tend to have interaction with daring model content material (34%), observe the model (27%), advocate it to associates or household (13%) and even make a purchase order (10%).

Do this to focus on Gen X: Use social media to take a stance, showcase your model’s character, and lean into humor or inspiration when it aligns along with your model voice. Use Sprout’s Put up Efficiency Report back to determine which of your posts resonate most along with your Gen X viewers. It’s also possible to use Sprout’s Scheduling and Publishing to A/B check completely different artistic instructions.

Gen X desires influencer advertising that feels actual and represents them

In accordance with Sprout’s Q2 2025 Pulse Survey, 56% of Gen Xers say they’re extra doubtless to purchase from a model that hires an influencer they like, however provided that that partnership feels actual. Gen X desires to see authenticity and reliability in influencer advertising.

Having mentioned that, 44% stay skeptical or detached, and 14% say they’d name out a model on social media if a marketing campaign feels inauthentic or compelled.

And in the case of deciding on creators, thought leaders or influencers, Gen X desires to see themselves represented. The State of Influencer Advertising and marketing Report discovered that campaigns that includes Gen X creators resonate 73% extra with Gen X audiences and result in a 43% enhance in web site visits for advertisers.

Do this to focus on Gen X: Accomplice with influencers who genuinely mirror your model and your viewers. Options like Sprout Social Influencer Advertising and marketing enable you discover influencers and creators who join with Gen X social media audiences primarily based on actual engagement knowledge. Additionally, strive amplifying user-generated content material from Gen X creators or that includes Gen X faces in your visible content material. Slightly recognition can go a great distance.

Gen X loves story-driven content material

Content material that’s straightforward to observe and tells a complete story in a single submit is what 49% of Gen X favor, whereas 38% are drawn to acquainted, recurring characters. Social validation performs a task too, with 34% of Gen Xers being extra more likely to watch if others they observe are speaking about it, in accordance with Sprout’s Q2 2025 Pulse Survey.

The Washington Put up excels at creating this kind of content material on TikTok, the place its social crew shares headline-worthy information updates by means of intelligent, informative skits.

Do this to focus on Gen X: Lean onerous into storytelling and ensure movies have a transparent starting, center and finish. And don’t underestimate the facility of consistency. Acquainted codecs or recurring characters assist create a way of belief and recognition that retains Gen X coming again.

Manufacturers Gen X flock to on social

The manufacturers that win with Gen X are people who aren’t afraid to be direct, genuine or nostalgic. Listed here are a couple of manufacturers doing it proper on social.

LEGO

LEGO has mastered the artwork of selling to Gen X with out dropping its youthful viewers. They’ve quite a lot of limited-edition units that draw inspiration from Gen X popular culture hits. For instance, they not too long ago launched a The Simpsons™ Krusty Burger set, to the delight of the Gen X collectors who grew up watching a brand new episode of The Simpsons on cable TV each week.

Past beloved popular culture references, LEGO connects with Gen X by serving to them embrace trendy creativity. The model’s YouTube video, “Unleash Your LEGO Botanicals Creativity with Jeff Leatham,” exhibits the flexibility of LEGO units. By highlighting adult-focused units and romanticizing constructing LEGO as a artistic exercise, LEGO is chatting with the Gen Xers who’re on the lookout for nostalgic actions.

Jones Street Magnificence

Based by Gen X icon Bobbi Brown, Jones Street Magnificence skillfully targets a Gen X viewers by specializing in genuine illustration. As talked about above, Gen X desires to see individuals their age, trying like themselves and Jones Street Magnificence delivers. The model makes use of Gen X fashions and collaborates with Gen X influencers like Jin Cruce (@agingwith_style_and_grays) who embrace their age.

Jones Street Magnificence’s strategy demonstrates constructing belief occurs once you decide to delivering what your viewers desires to see, which on this case is themselves mirrored within the model.

Costco

Costco has a large following on Fb (over three million followers), and primarily highlights staple or seasonal merchandise, member financial savings and behind-the-scenes glimpses. Costco’s social technique aligns with Gen X’s appreciation for content material that’s easy and informative over fashionable and flashy.

For instance, Costco posted a easy static picture selling a large Plinko board with a nod to The Value Is Proper, a present many Gen Xers grew up watching. Going by means of the feedback, individuals are both tagging their associates, telling Costco to inventory this product at their native retailer or making jokes associated to the present. Easy, however efficient at driving engagement.

Begin partaking Gen X on social media

Should you take one factor away from this, know that Gen Xers are considerate shoppers, loyal followers and decision-makers each at dwelling and within the office. Gen X social media utilization is intentional and evolving, and their engagement can drive actual impression for the manufacturers that earn their belief.

For extra insights into how shoppers throughout all generations are adapting their relationships with social media, discover the newest Sprout Social Index™.

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