The 2025 generational marketing playbook: How to engage every age group on social

Demographic data is a key building block in defining your target audiences on social media. Incorporating generational marketing insights into your strategies can greatly influence how people connect with your brand, from the awareness stage all the way to advocacy.

Building relationships across age demographics starts with an up-to-date understanding of how each generation interacts with social media networks and content. To help, our team at Sprout Social regularly researches how audiences are responding to emerging social media trends.

The data included in this guide involved an analysis of the following generations:

As social adoption surges across all age groups, understanding how different generations use social media is more important than ever. This guide outlines everything you need to know about the social media behaviors and expectations of each generation, to help you tailor your efforts for maximum impact.