Social Media Usage Across Generations

Written By Alicia Vial

Understanding trends of where your audiences are can help businesses tailor content and engagement strategies effectively. By recognizing the unique preferences and habits of each generation, businesses and content creators can customize their approach to meet the specific needs of their target audiences. By aligning content with platforms and styles preferred by each generation, organizations can enhance their outreach, foster deeper connections and ultimately achieve more impactful results in their social media marketing efforts. As younger generations age, their preferences may shift, influencing the social media usage and platform dominance.  

Baby Boomers (Born 1946-1964) 

  • Facebook: The most popular platform among Baby Boomers, used for connecting with family and friends, sharing life updates, and joining community groups. 

  • YouTube: Gaining traction for watching videos on a variety of topics, including news, tutorials and entertainment. 

  • LinkedIn: Utilized for professional networking and staying updated with industry news. 

Generation X (Born 1965-1980) 

  • Facebook: Preferred for keeping in touch with family and friends, participating in groups and following brands and news. 

  • Instagram: Increasingly popular for sharing photos and following visual content, including travel, food and lifestyle influencers. 

  • LinkedIn: Important for career networking, professional development and industry insights. 

Millennials (Born 1981-1996) 

  • Instagram: A primary platform for sharing photos, stories and following influencers and brands. 

  • YouTube: Widely used for consuming video content, including tutorials, vlogs and entertainment. 

  • Snapchat: Popular for sending ephemeral messages and photos, as well as following stories. 

  • Note - Facebook: Still used, but with decreasing engagement compared to older generations. 

Generation Z (Born 1997-2012) 

  • TikTok: Dominant platform for short-form video content, creative expression, and viral trends. 

  • Instagram: Highly popular for photos, stories and Reels, focusing on visual and creative content. 

  • Snapchat: Preferred for private messaging, sending photos and videos and following stories. 

Generation Alpha (Born 2013-Present) 

  • YouTube: Extremely popular for watching educational content, entertainment and kids' programming. 

  • TikTok: Emerging as a favored platform as they grow older, attracted to short-form, engaging videos. 

  • Instagram: Starting to use it with parental guidance, especially for following visual and creative content. 

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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