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 habits as know-how and social media have advanced. As with all technology, to efficiently interact with them and develop an impactful social media technique, you have to know them first.

Learn on to be taught Gen X’s social media habits and tricks to construct simpler advertising and marketing methods that resonate with this influential (and infrequently 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 technology: They fall between the Millennials that come after them and the Child Boomers that precede them.
• The latchkey technology: This refers to the truth that Gen X children had been usually left alone after faculty as a result of each dad and mom had been at work.
• The MTV technology: They had been the primary technology to develop up with cable tv and MTV, which had been cultural fixtures.

To say quite a bit has modified of their lifetime can be an understatement. When Gen Xers had 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 phases of social media. By residing by these shifts, Gen X turned unbiased, pragmatic and adaptable.

Gen Xers are additionally robust advocates for work-life steadiness, at the same time as they attain the height of their careers. In accordance with DDI’s World 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. Because of this, they’ll stay a serious power in enterprise and political management for the subsequent decade or extra.

After they’re not working, Gen X is elevating children, residing with their grown kids and in lots of instances, caring for growing older dad and mom or grandchildren. Though Gen X accounts for 19% of the U.S. inhabitants, they signify 24% of current homebuyers and are the highest-earning homebuyers.

Gen X social media utilization

A 2023 survey discovered that 92% of Gen Xers use social media every single day.

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

What units Gen X aside is how they interact 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 habits 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 much much less influenced by social media in terms of purchases.

The heartbeat survey studies that:

• Half of Gen Xers mentioned social media had no affect in any respect on their monetary choices
• 31% of Gen Xers mentioned none of their purchases up to now 6 months had been influenced by social media
• Solely 8% of Gen Xers mentioned over half their purchases had been socially influenced

Whereas they’re typically hesitant to undertake new networks, they are going to present up in the event that they’re correctly motivated.

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

1. “My buddies or household are utilizing it” (43%)
2. “I’m interested by distinctive options or codecs” (37%)
3. “I’m interested by area of interest communities or particular content material subjects” (25%)
4. “I need 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 habits is crucial 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 keeping with the Q2 2025 Pulse Survey. We’ll take a more in-depth have a look at how Gen X makes use of every of those channels and how one can tailor your social advertising and marketing 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 type when it launched in 2004, and due to this fact 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 below are another insights into Gen X Fb use:

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

Use these insights to construct and refine your Fb advertising and marketing 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 based mostly 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. Additionally they head to YouTube for extra sensible content material, like how-to movies, product critiques and health follow-alongs. It’s a utility platform and an escape, which makes it a candy spot for this technology. Maintain these preferences in thoughts when constructing your YouTube advertising and marketing 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 technology makes use of Instagram to maintain up with buddies, household and children, in addition to to observe influencers and types for inspiration throughout classes, together with journey, dwelling, meals and vogue. For product-based manufacturers, benefit from this perception by posting content material that gives new methods to make use of your product or by sharing user-generated content material. Service-based manufacturers can share inspiring buyer tales or provide skilled ideas that talk to Gen X’s life-style targets and values.

In accordance with the State of Influencer Advertising and marketing Report, Gen X is nearly twice as prone to interact with influencers on Instagram as Boomers. In the event you’re seeking to join with Gen X on Instagram, it’s strategic to spend money on 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 chance for manufacturers.

As soon as prospects decide in, WhatsApp Enterprise messages have a 98% open price, making it a sensible strategy to attain Gen X straight. Use it to supply stay or automated buyer help, ship customized WhatsApp advertising and marketing campaigns or present updates.

5. TikTok

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

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

• Gen X TikTok customers are 127% extra prone 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, ideas and extra throughout the final 30 days.

Leverage trending sounds, produce a collection of edutainment content material or create intelligent or surprising stitches in your TikTok advertising and marketing technique. In case your objective is to maneuver Gen X towards shopping for, think about internet hosting product demos, buyer interviews or question-and-answer periods 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 prone 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 to be at your group tradition to humanize your model. Thought chief adverts that includes Gen X voices are one other strategic strategy to goal Gen X on LinkedIn, particularly given this technology’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 choices 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 reasonably browse and collect data than put up. Whereas they might not share updates continuously or create tendencies 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. Provided 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 below are the 5 issues Gen X depends on social media for probably the most:

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

After they interact on social, Gen X is in search of DIY tutorials or how-to content material (33%), native suggestions equivalent to eating places and bars (33%), information or trending subjects (31%), or product critiques and proposals (31%).

Do that 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 establish related tendencies in subjects and habits, so you’ll be able to 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 straight 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 prospects (55%), prioritizing unique content material (39%) and fascinating straight with their viewers (33%).

For Gen X, boldness on social media is about being clear and unapologetic about who you might be, what you provide 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%).

In the event you’re questioning what this seems to be like in apply, Liquid Demise’s “Pit Diaper” marketing campaign with Rely is one such instance. The combo of popular culture, honesty, humor and edge is precisely the sort of daring Gen X can get behind.

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

Do that to focus on Gen X: Use social media to take a stance, showcase your model’s persona, and lean into humor or inspiration when it aligns along with your model voice. Use Sprout’s Submit Efficiency Report back to establish which of your posts resonate most along with your Gen X viewers. You may also use Sprout’s Scheduling and Publishing to A/B take a look at completely different artistic instructions.

Gen X desires influencer advertising and marketing 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 and marketing.

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 pressured.

And in terms 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 that to focus on Gen X: Associate with influencers who genuinely mirror your model and your viewers. Options like Sprout Social Influencer Advertising and marketing aid you discover influencers and creators who join with Gen X social media audiences based mostly on actual engagement information. Additionally, strive amplifying user-generated content material from Gen X creators or that includes Gen X faces in your visible content material. Just a little recognition can go a good distance.

Gen X loves story-driven content material

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

The Washington Submit excels at creating the sort of content material on TikTok, the place its social group shares headline-worthy information updates by intelligent, informative skits.

Do that to focus on Gen X: Lean arduous into storytelling and ensure movies have a transparent starting, center and finish. And don’t underestimate the ability 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 those who aren’t afraid to be direct, genuine or nostalgic. Listed below are a couple of manufacturers doing it proper on social.

LEGO

LEGO has mastered the artwork of promoting to Gen X with out dropping its youthful viewers. They’ve a wide range of limited-edition units that draw inspiration from Gen X popular culture hits. For instance, they lately 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 in search of 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 folks their age, wanting 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 whenever you decide to delivering what your viewers desires to see, which on this case is themselves mirrored within the model.

Costco

Costco has an enormous 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 an enormous Plinko board with a nod to The Worth Is Proper, a present many Gen Xers grew up watching. Going by the feedback, individuals are both tagging their buddies, telling Costco to inventory this product at their native retailer or making jokes associated to the present. Easy, however efficient at driving engagement.

Begin participating Gen X on social media

In the event you take one factor away from this, know that Gen Xers are considerate customers, 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 affect for the manufacturers that earn their belief.

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

 

FAQs

What social media is Gen X utilizing?

In accordance with Sprout’s Q2 2025 Pulse Survey, outdoors of their use of WhatsApp (47%), Gen X’s high social networks embody:

• Fb (84%)
• YouTube (68%)
• Instagram (57%)
• TikTok (42%)
• LinkedIn (33%)

They’re additionally steadily utilizing rising platforms like Threads (11%), Bluesky (6%) and Mastodon (1%) extra.

What are the digital habits of Gen X?

Gen X is much less seen on social as a result of they have a tendency to put up much less, however that doesn’t imply they’re not round. They’re every day social media customers (92%), however spend much less time on social than youthful generations, averaging about 1.5 hours per day. Somewhat than scrolling endlessly, they use social media to remain knowledgeable, analysis purchases, and join with household and buddies. They’re additionally far much less influenced by tendencies, and extra prone to interact with content material that’s sensible, acquainted and informative.

What’s the conventional media for Gen X?

Gen X got here of age with cable TV, radio and print newspapers, later adapting their consumption habits with the introduction of early social media networks within the 2000s.