Marketing Strategy Guidelines for 2025: Understanding Social Media Preferences Across Generations

In the ever-evolving digital landscape, understanding generational preferences is crucial for brands seeking to connect with their target audiences. The recently published "Media Consumption Report 2025" by YouGov provides valuable insights into this area, examining the social media habits of five generations in Germany.

The report reveals that Generation Alpha, those born between 2010 and 2024, dominate video-centric platforms such as YouTube (93%) and TikTok (85%). This generation, the first to grow up with smartphones and social media, demonstrates a clear preference for visually engaging content.

On the other hand, Millennials (1981-1996) show a balance between personal and professional engagement, with a strong presence on Facebook (68%), Instagram, and LinkedIn.

Generation Z (1997-2010), the predecessors of Generation Alpha, also favour platforms that emphasise visual content. Instagram (65%), YouTube (63%), and TikTok (58%) are their top choices. Interestingly, a significant number of Gen Z respondents (46%) use these platforms as their primary search engines.

Gen X and Baby Boomers, while not as dominant on TikTok, have a strong presence on Facebook (64% for Gen X and 50% for Baby Boomers) and YouTube (75% for Gen X and 75% for Baby Boomers). Generation X also uses Instagram (42%) and diversifies their platform usage slightly, with a notable 10% presence on Snapchat. In contrast, Baby Boomers have minimal presence on Instagram (20%) and Snapchat (2%).

The 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 preferences, brands can build stronger connections with their target audiences, ensuring their messages resonate effectively with each generation.

The report provides actionable insights into how each generation interacts online, offering a guide for companies looking to optimise their digital strategies in 2025. As the digital landscape continues to evolve, understanding these generational trends will remain essential for businesses aiming to engage effectively with their audiences.