For a long time, nothing significant has changed in the target groups of various social media platforms. The general perception is that Generation Z is having fun on Tiktok and Snapchat, while Facebook, once so popular among millennials, was gradually taken over by baby boomers and eventually left to them more or less without a fight as they fled to Instagram.
As a recent study by the market research company Emarketer shows, the demographic status quo is probably not set in stone after all. Because Tiktok is experiencing a boomer boom and Facebook is suddenly becoming more and more popular with Generation Z.
Facebook: Rejuvenation by Generation Z
In fact, Facebook is expected to see an increase in Generation Z users of almost eight percent by 2028. According to figures collected in the US, young users are expected to make up 56.9 percent (40.5 million) of the total audience on Facebook in four years, instead of the current 49 percent (33.9 million).
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This is especially relevant for companies that offer their goods on the Facebook Marketplace. It is quite popular with Generation Z and young people show great purchasing potential on the platform. 75 percent of users aged 15 to 26 used the e-commerce function to buy something last year.
The other generations are more likely to withdraw from Facebook, which leads to an overall decline in user numbers and at the same time to an average rejuvenation of the audience. Overall, the time that users spend on the platform is decreasing.
These are the reasons for the generational change on social media
At Tiktok, the total numbers continue to rise, which shows how popular the format continues to be. Surprisingly, however, more and more older users from the boomer generation have recently been joining. By next year, an increase of 10.5 percent is expected, i.e. 8.7 million to 9.7 million.
There are many reasons for the generational change on the platforms. On the one hand, Gen Z users seem to have discovered the special Facebook functions such as planning events, special interest groups and the aforementioned marketplace.
On the other hand, older people want to stay up to date and have no major problems doing so thanks to Tiktok’s low-threshold accessibility.
In addition, a general demographic change is currently taking place, the effects of which are only gradually becoming apparent because more and more Gen Z users are coming of age and the target group has not yet been able to develop its full potential on social media. 36 percent of the generation is still under 18 years old and many are just starting to use social media.
Genz Z on Facebook, Boomer on Tiktok: What does this mean for marketing?
From a marketing perspective, it is important to keep an eye on this development and adapt strategies. Search Engine Journal suggests, it is particularly important to focus on the new target groups, but not to lose sight of the core audience of the various platforms. Even though you can now reach older people on Tiktok, it remains primarily a medium for younger people.
It can also be said that Facebook is changing the most. The platform is clearly getting younger, but overall people are interacting with it for significantly less time. This means that marketing has to be very targeted and achieve quick results.
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