YouTube is popular among all generations

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In this regard , the popularity of Facebook is declining among the younger population, and only 36% of Generation Z visit this social network once a week . On the other hand, 87% of Millennials, 90% of Generation X and 96% of Baby Boomers visit Facebook at least once a week! Yes, boomers lead on Facebook ! (now, some millennial might remember that boomers spend their "golden years" "hanging out" on Facebook). Most of the newly arrived members on this social network belong to the baby boomer generation. When Facebook first appeared, everyone (often from MySpace) rushed to become part of the future - thus millennials become the generation that opens the phone number library season of networking. Over time, Facebook is becoming popular among the elderly as well, and millennials from teenagers and students are slowly becoming adults with serious jobs . It's no wonder that generation Z is trying to escape from the "old people" and is looking for a platform where they can communicate with their peers .

The baby boomer generation (55+) will use Facebook for communication, while generation Z will more often use other platforms for that purpose. , but newer generations prefer a shorter video format - like videos on TikTok, Ig TV, Instagram story or Instagram live. Younger generations will prefer to visit platforms that are dynamic, based on visual content (not so much on text), where the content is constantly changing and does not become outdated (Instagram story disappears after 24 hours) .

What all generations have in common is that they all prefer visuals (pictures and videos) to other content (text, quote, status) . Even the majority of baby boomers (52%) confirm that a picture is worth a thousand words and that it is much easier for them to express themselves through photographs. We can express ourselves with pictures even when we run out of words.

When it comes to digital marketing, marketers must always keep in mind the specific characteristics of each generation . Also, they must follow all new trends and new forms of content that appear online . They must also remember that one and the same generation changes over the years - it grows, matures and changes interests, so maybe it moves from one platform to another.