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 replicate this evolution, with them having profiles on each long-standing and rising social networks.
Based on 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 changing 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 expertise and social media have developed. As with all era, to efficiently interact with them and develop an impactful social media technique, it is advisable to know them first.
Learn on to study Gen X’s social media habits and tricks to construct simpler advertising and marketing methods that resonate with this influential (and sometimes 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 youngster era: They fall between the Millennials that come after them and the Child Boomers that precede them.
- The latchkey era: This refers to the truth that Gen X youngsters have been typically left alone after faculty as a result of each dad and mom have been at work.
- The MTV era: They have been the primary era to develop up with cable tv and MTV, which have been cultural fixtures.
To say rather a lot has modified of their lifetime could be an understatement. When Gen Xers have 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 non-public computer systems, the appearance of the web and electronic mail, the launch of MTV and the early phases of social media. By dwelling via these shifts, Gen X grew to become unbiased, pragmatic and adaptable.
Gen Xers are additionally sturdy advocates for work-life steadiness, whilst they attain the height of their careers. Based on 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. In consequence, they’ll stay a significant drive in enterprise and political management for the subsequent decade or extra.
Once they’re not working, Gen X is elevating youngsters, dwelling with their grown youngsters and in lots of instances, caring for getting old dad and mom or grandchildren. Though Gen X accounts for 19% of the U.S. inhabitants, they symbolize 24% of latest homebuyers and are the highest-earning homebuyers.
Gen X social media utilization
A 2023 survey discovered that 92% of Gen Xers use social media on daily basis.
On common, Gen X spends about 1.5 hours scrolling every day, indicating that they’re comfy with social media, even when not utterly immersed.
What units Gen X aside is how they interact on-line. Based on 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, method to social media additionally manifests of their shopping for habits. Gen X is way much less influenced by social media with regards to purchases.
The heartbeat survey studies that:
- Half of Gen Xers mentioned social media had no influence in any respect on their monetary choices
- 31% of Gen Xers mentioned none of their purchases up to now 6 months have been influenced by social media
- Solely 8% of Gen Xers mentioned over half their purchases have 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.
Based on the identical survey, Gen Xers say they’re most certainly to strive a brand new platform if:
- “My associates or household are utilizing it” (43%)
- “I’m interested in distinctive options or codecs” (37%)
- “I’m thinking about area of interest communities or particular content material matters” (25%)
- “I desire 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 response to the Q2 2025 Pulse Survey. We are going to take a more in-depth take 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 smart, because it was the primary social community of its form when it launched in 2004, and subsequently 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:
- Based on the 2024 Social Content material Technique Report, 72% of Gen X customers flip to Fb for buyer care, which is greater than some other social community.
- Though Gen X isn’t simply influenced to buy issues due to social media, 40% of Gen X customers use Fb to seek 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 nicely there, is value investing in.
2. YouTube
YouTube is Gen X’s second-most-used community primarily based 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. In addition they head to YouTube for extra sensible content material, like how-to movies, product evaluations and health follow-alongs. It’s a utility platform and an escape, which makes it a candy spot for this era. Preserve 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 era makes use of Instagram to maintain up with associates, household and youngsters, in addition to to observe influencers and types for inspiration throughout classes, together with journey, dwelling, meals and style. For product-based manufacturers, reap the benefits of 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 supply knowledgeable ideas that talk to Gen X’s life-style objectives and values.
Based on the State of Influencer Advertising and marketing Report, Gen X is nearly twice as more likely 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 preferred cell messenger app worldwide. And whereas it’s not a standard social community, the Q2 2025 Pulse Survey discovered that 47% of Gen Xers use WhatsApp. Sometimes, Gen X makes use of WhatsApp for personal conversations with shut contacts, however there’s nonetheless a possibility for manufacturers.
As soon as clients decide in, WhatsApp Enterprise messages have a 98% open charge, making it a wise method to attain Gen X instantly. Use it to supply reside or automated buyer help, ship personalised WhatsApp advertising and marketing campaigns or present updates.
5. TikTok
Gen X is the fastest-growing era 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 more likely 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 inside the final 30 days.
Leverage trending sounds, produce a sequence of edutainment content material or create intelligent or sudden stitches in your TikTok advertising and marketing technique. In case your objective is to maneuver Gen X towards shopping for, take into account internet hosting product demos, buyer interviews or question-and-answer classes on TikTok Dwell.
6. LinkedIn
The 2024 Social Content material Technique Report recognized Gen X as one of many major 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 more likely 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 staff tradition to humanize your model. Thought chief advertisements that includes Gen X voices are one other strategic method to goal Gen X on LinkedIn, particularly given this era’s need for illustration (a subject we’ll dive into within the subsequent part).
How Gen X engages on social media
On this part, you’ll study 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 need to 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 an inclination 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 somewhat browse and collect info than publish. Whereas they might not share updates often or create developments 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, take heed to and do. They’re scrolling to study, join and sometimes be entertained. On condition that they’re the decision-makers of their households, it is smart 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 essentially the most:
- Cooking and recipe inspiration and schooling (53%)
- TV and film suggestions (47%)
- Discovering new music (35%)
- Nationwide and international information (35%)
- Sports activities information and updates (34%)
Once they interact on social, Gen X is searching for DIY tutorials or how-to content material (33%), native suggestions similar to eating places and bars (33%), information or trending matters (31%), or product evaluations 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 developments in matters and habits, so you’ll be able to create extra focused and helpful content material on your Gen X social media technique.
Gen X needs to see manufacturers be daring on social
Gen X finds manufacturers that present up, reply instantly and lead with originality are extra memorable. Based on the Q2 2025 Pulse Survey, the highest traits that make a model memorable to Gen X are responding to clients (55%), prioritizing unique content material (39%) and interesting instantly with their viewers (33%).
For Gen X, boldness on social media is about being clear and unapologetic about who you might be, what you supply and what you stand for. Sprout’s Q2 2025 Pulse Survey discovered that Gen X considers daring manufacturers to be trustworthy (48%), inspirational (40%) and humorous (36%).
In the event you’re questioning what this seems to be like in apply, Liquid Loss of life’s “Pit Diaper” marketing campaign with Rely is one such instance. The combo of popular culture, honesty, humor and edge is strictly the sort of daring Gen X can get behind.
When manufacturers strike the suitable tone, the outcomes converse for themselves. Gen Xers usually tend to interact with daring model content material (34%), observe the model (27%), advocate it to associates 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 character, and lean into humor or inspiration when it aligns along with your model voice. Use Sprout’s Publish 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 check completely different inventive instructions.
Gen X needs influencer advertising and marketing that feels actual and represents them
Based on Sprout’s Q2 2025 Pulse Survey, 56% of Gen Xers say they’re extra seemingly to purchase from a model that hires an influencer they like, however provided that that partnership feels actual. Gen X needs 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 compelled.
And with regards to choosing creators, thought leaders or influencers, Gen X needs 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: Accomplice with influencers who genuinely replicate your model and your viewers. Options like Sprout Social Influencer Advertising and marketing assist you discover influencers and creators who join with Gen X social media audiences primarily based on actual engagement knowledge. Additionally, strive amplifying user-generated content material from Gen X creators or that includes Gen X faces in your visible content material. A little bit recognition can go a good distance.
Gen X loves story-driven content material
Content material that’s simple to observe and tells a complete story in a single publish 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 more likely to watch if others they observe are speaking about it, in response to Sprout’s Q2 2025 Pulse Survey.
The Washington Publish excels at creating one of these content material on TikTok, the place its social staff shares headline-worthy information updates via intelligent, informative skits.
Do that to focus on Gen X: Lean onerous 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 number of manufacturers doing it proper on social.
LEGO
LEGO has mastered the artwork of promoting to Gen X with out shedding its youthful viewers. They’ve a wide range of limited-edition units that draw inspiration from Gen X popular culture hits. For instance, they just 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 fashionable 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 inventive exercise, LEGO is chatting with the Gen Xers who’re searching for 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 needs to see individuals their age, trying 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 method demonstrates constructing belief occurs if you decide to delivering what your viewers needs 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 stylish and flashy.
For instance, Costco posted a easy static picture selling a large Plinko board with a nod to The Value Is Proper, a present many Gen Xers grew up watching. Going via the feedback, persons are both tagging their associates, telling Costco to inventory this product at their native retailer or making jokes associated to the present. Easy, however efficient at driving engagement.
Begin partaking 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 influence 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 newest Sprout Social Index™.
FAQs
What social media is Gen X utilizing?
Based on Sprout’s Q2 2025 Pulse Survey, exterior of their use of WhatsApp (47%), Gen X’s high social networks embrace:
- 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 an inclination to publish 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. Relatively than scrolling endlessly, they use social media to remain knowledgeable, analysis purchases, and join with household and associates. They’re additionally far much less influenced by developments, and extra more likely 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.
