As social media continues to evolve, marketers are adapting their strategies to keep up with the changing landscape in 2025. A new survey from Sociallyin reveals the social media habits of five generations, providing valuable insights for businesses looking to connect with their target audiences. Generation Alpha, born between 2010 and 2024, dominates video-centric platforms like YouTube (93%) and TikTok (85%).
Their preference for quick, engaging content reflects their immersion in a highly visual and interactive digital environment. Generation Z, born between 1997 and 2010, also favors platforms that emphasize visual content. Instagram (65%), YouTube (63%), and TikTok (58%) rank as their top choices.
Notably, 46% of Gen Z respondents use these platforms as their primary search engines, indicating a shift in how younger generations access information. Millennials, born between 1981 and 1996, continue to anchor their social media activity on Facebook (68%) while also networking actively on Instagram and LinkedIn.
Adapting to generational social preferences
Their use of these platforms showcases a balance between personal and professional engagement. Generation X, born between 1965 and 1980, and Baby Boomers, born between 1946 and 1964, gravitate toward Facebook and YouTube, valuing the reliability and familiarity of these platforms. Baby Boomers, in particular, maintain a strong presence on Facebook (50%), while Generation X diversifies slightly with 42% using Instagram.
The data underscores the importance of tailoring marketing strategies to meet generational preferences. For Generation Alpha and Gen Z, businesses should prioritize platforms like YouTube, TikTok, and Instagram to deliver visually engaging, fast-paced content. For Millennials, a multi-platform approach that includes Facebook, LinkedIn, and Instagram is recommended to cater to both personal and professional connections.
When targeting Generation X and Baby Boomers, marketers should focus on creating content for Facebook and YouTube, which align with their preference for familiar, straightforward platforms. The Sociallyin survey, conducted from December 16 to December 31, 2024, used a representative sample of U.S. adults across the five generations. By aligning marketing efforts with these generational preferences, brands can build stronger connections with their target audiences and achieve greater engagement in the increasingly competitive digital landscape of 2025.
