How age groups consume food marketing on social media differently

Every age group experiences social media differently. Brands in the food industry need to realize this fact and gear their social media marketing strategies in a way that helps them maximize their outreach, depending on which age group is their most important target customer.

Since every age group has a different purpose of using social media, it becomes important to understand why each of them uses it, which channels they choose and what they are looking for. Once you have that information, you will be better equipped to give them exactly the content they want, need and most likely will consume.

In this post, we are going to share the age group differences for social media use with you, so you can use this knowledge in your next marketing campaign.

Social media use by age group – channel overview Germany

As the statistics imply, currently the four biggest social media channels in Germany are Whatsapp, Facebook, Instagram and Snapchat, with a different distribution of age groups per channel. TikTok might still seem small, but it is winning the young audience over at a dramatic speed, so it is definitely worth paying attention to this channel, especially for products with a younger audience. The same is true for Twitch, a live-streaming platform for gamers, and a really popular channel in the young audience.

Social media interests and content types

Generation Z (born 1997-2012)

This generation is generally known as “teenagers”. Teens have shown a huge inclination towards image-led social media platforms and are willing to consume content that is high-quality and appealing to their interests. But not just images, they also show strong engagement when it comes to video content. 32% of the Generation Z population watched video content for over an hour every day last year.

This shows that marketers need to capitalize on the opportunity to target this age group using high-quality video production. Food brands can hire expert video editors and graphic designers. They can even train their existing workforce to help them create better content in moving pictures.

Millennials (born 1981-1996)

If we talk about younger millennials that are aged 18 to 24, you will find that they also have a strong inclination towards image-led social media platforms. But, that doesn't mean that social media platforms like Facebook and Twitter are losing traction. Millennials are interested in sharing their opinions online and use these platforms to project their views. They consume and write text more than Generation Z and have a higher interest in news.

Ideal content for them has to be eye-catching just like for Generation Z, but give more information or background at the same time. Millennials love infographics and comparisons, which are an easy way to grasp important information at one glance.

Millennials, in general, are quite spread out when it comes to using different social media platforms, so they can be found anywhere.

Generation X (born 1965-1980)

Did you know that a lot of these people get the news from social media? Marketers therefore have a great opportunity to target this age group with high-quality content marketing campaigns, offering help and solution for problem or just informing about latest trends, products, news etc.

The focus in the campaign should be entirely on quality. This is because this age group is looking forward to getting informed from your content.

For this age group, social media is essentially a source of news. They use platforms like LinkedIn, Twitter, and Facebook to get a hook of what is happening around the world.

Baby Boomers (born 1945-1964)

This group is mostly active on social media platforms like Facebook or Linkedin, using WhatsApp as well to stay in touch with family and friends. A significant population of this age group are high ranking professionals that are looking to boost their business growth via social media. Else, they are rather hard to convince through Social Media content, as they do not really consume it too much – they are more interested in direct contact with friends & family and pay less attention to advertorial content.

However, just like Generation X, they can be won with great, informative content that is helpful for their problems, as well as showing social proof and recommendations by people they trust.

If you are currently looking to optimize your Social Media content for one specific age group, we hope this overview of a few tips can guide you in the right direction. If you need any support for future campaigns or want to exchange ideas on how to attract your audience on social Media, just send us an e-mail to

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