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 response to 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 conduct as expertise and social media have advanced. As with every technology, to efficiently interact with them and develop an impactful social media technique, it’s good to know them first.
Learn on to study Gen X’s social media habits and tricks to construct simpler advertising methods that resonate with this influential (and sometimes underestimated) demographic.
The Gen X demographic
Presently between the ages of 45 and 60, Gen X goes by many names, all for various causes:
The center youngster 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 have been usually left alone after faculty as a result of each dad and mom have been at work.
The MTV technology: They have been the primary technology to develop up with cable tv and MTV, which have been cultural fixtures.
To say loads 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 large technological and cultural shifts, such because the rise of private computer systems, the appearance of the web and e mail, the launch of MTV and the early levels of social media. By residing via these shifts, Gen X grew to become impartial, pragmatic and adaptable.
Gen Xers are additionally sturdy advocates for work-life steadiness, whilst they attain the height of their careers. In response to DDI’s International 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 serious pressure in enterprise and political management for the following 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 ageing dad and mom or grandchildren. Though Gen X accounts for 19% of the U.S. inhabitants, they symbolize 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 response to 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 conduct 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 in terms of purchases.
The heartbeat survey experiences 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 prior 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 usually hesitant to undertake new networks, they’ll present up in the event that they’re correctly motivated.
In response to the identical survey, Gen Xers say they’re more than likely to strive a brand new platform if:
“My associates or household are utilizing it” (43%)
“I’m inquisitive about distinctive options or codecs” (37%)
“I’m all in favour of 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 conduct is crucial for entrepreneurs trying 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 line with the Q2 2025 Pulse Survey. We are going to take a better take a look at how Gen X makes use of every of those channels and how one can tailor your social advertising technique to succeed in 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 sort 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 response to the 2024 Social Content material Technique Report, 72% of Gen X shoppers 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 shoppers use Fb to seek out and purchase merchandise.
Use these insights to construct and refine your Fb advertising 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 look at 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 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 succeed in this viewers.
This technology makes use of Instagram to maintain up with associates, household and youngsters, in addition to to comply with influencers and types for inspiration throughout classes, together with journey, residence, meals and vogue. For product-based manufacturers, make the most of this perception by posting content material that provides 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 skilled suggestions that talk to Gen X’s way of life objectives and values.
In response to the State of Influencer Advertising and marketing Report, Gen X is sort of twice as more likely to interact with influencers on Instagram as Boomers. In case you’re trying to join with Gen X on Instagram, it’s strategic to put money into partnerships with influencers and content material creators who’ve a Gen X viewers.
4. WhatsApp
WhatsApp is the preferred cellular 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. 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 wise strategy to attain Gen X straight. Use it to supply dwell or automated buyer help, ship customized WhatsApp advertising 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 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, suggestions and extra throughout the final 30 days.
Leverage trending sounds, produce a sequence of edutainment content material or create intelligent or surprising stitches in your TikTok advertising 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 periods 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 business and management insights, sensible profession recommendation or behind-the-scenes appears at your staff tradition to humanize your model. Thought chief advertisements that includes Gen X voices are one other strategic strategy to goal Gen X on LinkedIn, particularly given this technology’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 should utilize 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 instrument than a stage.
Solely 24% of Gen Xers have shared a ‘selfie’ on social media, exhibiting they’d quite browse and collect data than publish. Whereas they could 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 study, join and sometimes be entertained. On condition 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:
Cooking and recipe inspiration and schooling (53%)
TV and film suggestions (47%)
Discovering new music (35%)
Nationwide and world information (35%)
Sports activities information and updates (34%)
After they interact on social, Gen X is on the lookout for DIY tutorials or how-to content material (33%), native suggestions resembling eating places and bars (33%), information or trending matters (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 instrument like Sprout Social Listening helps you conduct in-depth market analysis and establish related tendencies in matters and conduct, so you possibly can 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 straight and lead with originality are extra memorable. In response to 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 interesting 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 supply 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 case you’re questioning what this appears 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 type of daring Gen X can get behind.
When manufacturers strike the correct tone, the outcomes converse for themselves. Gen Xers usually tend to interact with daring model content material (34%), comply with 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 persona, and lean into humor or inspiration when it aligns together with your model voice. Use Sprout’s Submit Efficiency Report back to establish which of your posts resonate most together with your Gen X viewers. You may also use Sprout’s Scheduling and Publishing to A/B take a look at totally different inventive instructions.
Gen X needs influencer advertising that feels actual and represents them
In response to Sprout’s Q2 2025 Pulse Survey, 56% of Gen Xers say they’re extra possible 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.
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 in terms of 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% improve in web site visits for advertisers.
Do that to focus on Gen X: Accomplice with influencers who genuinely mirror your model and your viewers. Options like Sprout Social Influencer Advertising and marketing make it easier to discover influencers and creators who join with Gen X social media audiences primarily based 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. Somewhat recognition can go a great distance.
Gen X loves story-driven content material
Content material that’s straightforward to comply with and tells a whole story in a single publish is what 49% of Gen X want, whereas 38% are drawn to acquainted, recurring characters. Social validation performs a task too, with 34% of Gen Xers being extra more likely to watch if others they comply with are speaking about it, in line with Sprout’s Q2 2025 Pulse Survey.
The Washington Submit excels at creating any such 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 arduous into storytelling and ensure movies have a transparent starting, center and finish. And don’t underestimate the facility 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 just a few 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 not too long ago 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 inventive exercise, LEGO is chatting with the Gen Xers who’re on the lookout for nostalgic actions.
Jones Highway Magnificence
Based by Gen X icon Bobbi Brown, Jones Highway Magnificence skillfully targets a Gen X viewers by specializing in genuine illustration. As talked about above, Gen X needs to see folks their age, trying like themselves and Jones Highway 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 Highway Magnificence’s method demonstrates constructing belief occurs while 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 an enormous 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 participating Gen X on social media
In case you take one factor away from this, know that Gen Xers are considerate shoppers, loyal followers and decision-makers each at residence 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 shoppers 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 response to Sprout’s Q2 2025 Pulse Survey, exterior of their use of WhatsApp (47%), Gen X’s prime 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 tendencies, 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.
