Two cartoon-style professionals discussing content strategies for engaging different generations, with the text 'Want to Reach Every Generation? Here’s How Each One Engages with Content.

As a marketer, understanding your audience’s content preferences is essential. Each generation has unique expectations for the type of content they engage with, and recognising these can make or break your strategy.

Recent research from NP Digital (November 2024) surveyed over 6,600 people to reveal how Baby Boomers, Gen X, Millennials, Gen Z, and Gen Alpha interact with different content formats. The findings? Each generation has clear favourites, and knowing these can help you craft a strategy that truly resonates.

Baby Boomers (Ages 59-77): Loyal to Email and Long-Form Video

Baby Boomers prefer email newsletters and long-form videos. They value trustworthy, information-rich content that allows them to learn at their own pace.

How to Reach Baby Boomers:

Generation X (Ages 44-59): The Versatile, Cross-Platform Users

Gen Xers engage with nearly everything—emails, images, long and short-form videos. They bridge traditional and digital media, making them comfortable across multiple formats.

How to Reach Gen X:

Millennials (Ages 28-43): Mobile-First, Video-Hungry

Millennials favour video content, both long and short. They prefer dynamic, authentic, and mobile-friendly content that’s easy to consume on the go.

How to Reach Millennials:

Generation Z (Ages 13-27): Quick, Visual Content Lovers

For Gen Z, short-form videos and images are essential. With shorter attention spans, they’re drawn to content that’s fast, visually engaging, and trend-driven.

How to Reach Gen Z:

Gen Alpha (Ages 0-14): The Young Digital Natives

Gen Alpha, still young, already shows preferences for short-form videos and images. Growing up with screens, they’re drawn to interactive, visually engaging content.

How to Reach Gen Alpha (Indirectly):

Key Takeaways for Your Content Strategy

Each generation has distinct content preferences, but with a strategic approach, you don’t need separate campaigns for each. A few adjustments can go a long way.

Final Thoughts

In today’s crowded digital landscape, understanding your audience’s content preferences isn’t just beneficial—it’s essential. By aligning your strategy with each generation’s content style, you’re not only capturing attention but building lasting connections.

Take these insights to heart, adapt your content, and watch your engagement soar. The brands that truly know their audience are the ones that succeed.

Planning content for each generation? Start by learning how to create a content calendar for 2024, which will help you keep your strategy organised and timely.

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