Facebook Attracts Gen Z Users While TikTok’s Boomer Audience Grows

Social media dynamics are changing: Facebook is drawing in Gen Z, while TikTok is appealing to baby boomers. Marketers may need to revise their strategies to keep up with the changing demographics of these platforms.

Key points:

• Facebook is seeing unexpected growth among Gen Z, even as it faces an overall decline.
• TikTok is surprisingly becoming popular with baby boomers, catching analysts off guard.
• Marketers need to adjust their strategies to align with the evolving demographics on these platforms.

A recent eMarketer report indicates that Facebook is experiencing a revival among Gen Z users, while TikTok is making headway with baby boomers.

Despite these changes, both platforms continue to have a stable core user base.

Facebooks Gen Z Renaissance

Facebook is experiencing unexpected growth among Gen Z users, even as it faces an overall decline. The number of U.S. Gen Z users is expected to rise from 49.0% (33.9 million) in 2024 to 56.9% (40.5 million) by 2028.

Key factors driving this growth include:

1. Functionality: Features like event planning, specialized groups, and Marketplace are attractive to younger audiences.
2. Demographic shift: Approximately 36% of Gen Z members are still under 18, many of whom are just starting to engage with social media.

The potential for e-commerce is significant, with 75.0% of Gen Z Facebook users aged 15-26 having made purchases on Marketplace last year.

Nonetheless, Gen Z still lags behind Gen X and millennials in both user numbers and time spent on the platform. Notably, time spent on Facebook is declining among users under 55, indicating a change in how younger generations use the site.

TikToks Boomer Boom

The Gen Z market on TikTok is crowded, yet there is unexpected growth among baby boomers.

Forecasts indicate a 10.5% rise in U.S. boomer users next year, increasing from 8.7 million to 9.7 million.

This slight increase highlights TikTok’s user-friendliness and its attraction for older adults who wish to remain culturally relevant and connected with younger family members.

Although boomers represent the fastest-growing group, TikTok usage is steadily climbing across all age groups, reflecting the platform’s wide appeal.

Shifting Social Media Landscape

The usage of Facebook is declining among all age groups except for Gen Z, indicating a shift in the platform’s role within the social media landscape.

This pattern, along with TikTok’s rising popularity among older demographics, points to a merging of generational boundaries in social media engagement. Platforms that can evolve with shifting user demographics while preserving their fundamental attraction will be most likely to thrive in the long run.

Implications For Marketers

Platforms and their users are in a state of constant evolution. Brands need to adapt to avoid falling behind their competitors.

The rapid growth of TikTok among older audiences presents new opportunities for brands aiming at this demographic, but marketers should remain aware of the platform’s predominantly younger user base.

For those marketing on Facebook, the increasing presence of Gen Z offers fresh possibilities, particularly in e-commerce through Marketplace. However, with users spending less time on the site, content must be more engaging and precisely targeted.

Action steps:

1. Evaluate strategy: Assess how appealing your content is across different age groups and platforms.
2. Diversify: Develop varied strategies for distinct demographics while keeping your brand identity intact.
3. Utilize analytics: Monitor engagement levels by age group and modify your approach accordingly.
4. Experiment and refine: Try out different content formats and messaging tailored to each platform.
5. Stay informed: Keep up with updates from platforms and shifts in demographic trends.

Maintain adaptability and revise strategies as user demographics and preferences evolve.

Brands that can connect with multiple generations while adhering to the specific norms of each platform are likely to thrive in this dynamic environment.