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Emplifi Survey Generational Gaps To Pose Challenges For Brands With One-Size-Fits-All Approach

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Emplifi Survey: Generational Gaps To Pose Challenges For Brands With One-Size-Fits-All Approach 

A new survey report from the social media management platform Emplifi, which polled nearly 1,000 U.S. social media users across four generational groups, finds that consumer preferences are diverging rather than converging, creating challenges for brands using one-size-fits-all approaches to social media marketing.

The research highlights contrasts in what makes content appealing across age groups. While 84% of Baby Boomers (born 1946-1964) prioritize informative content, only 56% of Gen Z (born 1997-2012) consider this important. Instead, 46% of Gen Z respondents say interactivity is what makes brand videos good, compared to just 15% of Boomers.

Emplifi Survey: Generational Gaps To Pose Challenges For Brands With One-Size-Fits-All Approach 


Image source: Emplifi

“Generational behaviors aren’t converging. They’re pulling further apart,” the report states, noting that these differences impact everything from content creation to customer service strategies.

Interactive formats like polls, quizzes and AMAs (Ask Me Anything) resonate particularly with younger audiences, with 17% of Gen Z likely to engage with AMAs – nearly triple the rate of Boomers (6%).

Purchase Behavior Varies by Platform

Social commerce shows significant adoption across all demographics, though with varying engagement levels. The survey reveals that 56% of Millennials (born 1981-1996) and 53% of Gen Z have made purchases via social media in the past three months, compared to 46% of Gen X (born 1965-1980) and 39% of Boomers.

Purchase triggers differ markedly by generation. While 34% of Gen Z are influenced when content feels targeted to their age group, 55% of Boomers rely heavily on customer reviews before buying. Humor drives purchases for 31% of Gen Z consumers – the highest of any generation and nearly double the rate of Boomers (16%).

Visual elements play a particularly important role for younger consumers, with 42% of Gen Z and 38% of Millennials saying a post’s appearance influences their buying decisions, compared to 29% of Boomers.

Service Expectations Reflect Channel Preferences

The data suggests that customer service approaches that work for one generation may alienate another. While Gen Z primarily reaches out to brands via direct messages on social platforms, 54% of Boomers still consider phone calls their preferred support channel, with 81% expecting a real person to answer.

Emplifi Survey: Generational Gaps To Pose Challenges For Brands With One-Size-Fits-All Approach 


Image source: Emplifi

Response time expectations also vary, with 43% of Millennials and 41% of Gen Z expecting brands to respond within one hour when tagged on social media. Overall, 59% of consumers across generations expect responses within six hours.

The report warns that these different service expectations can impact customer retention, noting that “almost half of consumers say it only takes two bad experiences to walk away from a brand they once loved.”

Brand Following Motivations Differ Significantly

Why consumers follow brands on social media reveals additional generational divides. For Boomers, the motivation is predominantly practical – 80% follow brands for discounts, promotions, and sales information. In contrast, entertainment value drives 69% of Gen Z to follow brands, closely followed by promotions (64%) and lifestyle content (47%).

The data shows Boomers are more selective in their brand relationships, with 47% following fewer than 10 brands, compared to just 23% of Gen Z.

Entertainment content has limited appeal for older audiences, with only 37% of Boomers following brands for this reason – significantly lower than Gen Z (69%), Millennials (57%), and Gen X (59%).

Implications for Marketers

The Emplifi report, based on data collected in November 2024, concludes that brands marketing across generations need distinct strategies for different demographic segments.

“There’s no such thing as one audience on social media,” the report states. “Your followers may be in the same place, but they are not the same people – and treating them as if they are is costing you attention, engagement, and revenue.”

The study suggests that while unified social strategies are still necessary, brands should tailor content, customer care approaches, and commerce tactics to match the expectations of different age cohorts.

“This is not a matter of preference. It’s a matter of performance,” the report emphasizes. “If your strategy isn’t generationally aware, it’s falling short.”

Get the full survey here.

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Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.

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