Gartner Research

How to Heighten Social Media’s Marketing Impact Through Generational Understanding

Published: 22 May 2019

ID: G00388743

Analyst(s): Emily Moquin


In the dynamic social marketing environment, marketers must contend with ever-changing consumer behaviors and expectations. As social media has matured and the audience has expanded, it is imperative for marketing leaders to build a nuanced understanding of differences across generations.

Table Of Contents


  • Key Challenge
  • Recommendation



  • Gen Z: Build a Strategy for Reactive Content That Contributes to Their Social Experience
    • Recommendations
  • Millennials: Provide Content That Enhances Their Own Expertise
    • Recommendations
  • Boomers: Strike a Friendly Tone on Facebook to Buddy Up on the Only Social Network That Matters
    • Recommendations

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