From Facebook to TikTok: The Generations of Social Media

Jonathan Schieman, Digital Marketing Specialist, ARTA

When I was in high school, social networking was meeting with my friends at the coffee shop in Sherwood Park every Friday evening. Fast forward a few decades, and now it means logging into Facebook or Instagram, tagging friends in photos, and maybe even sharing a meme.

Social media platforms have become our new way of connecting with each other and the world. How these platforms are used varies as much as people’s taste in music or food and also varies by generation. Each generation has their favourite social media platforms and unique reasons as to why they gravitate toward them.

Interesting fact: About eighty per cent of every generation uses social media at least once per day.

Where Are People Connecting Online?

A study by Neil Patel Digital (a world leader in digital marketing and research) breaks down the platforms most used by each generation and what they are doing there.

Baby Boomers (1946–1964)

Turns out baby boomers aren’t tech-averse at all; they’re thriving in the digital world and on social media.

This generation is fond of Facebook and YouTube. As much as eighty-three per cent of boomers are on Facebook, and about twenty-nine per cent use it at least weekly.

Baby boomers are the largest and fastest growing demographic on Facebook and aren’t just lurking or watching from the sidelines — they’re actively posting, commenting, and building communities there. (I see you, ARTA branches on Facebook.)

Gen-Xers (1965–1980)

Social media use by generation X is determined by its practicality. Polls, recommendations, educational content, tools, and practical advice resonate strongest with gen-Xers. This is a generation dedicated to organizing and solving life problems using social media tools. Social Media Today reports that about forty-two per cent of gen-Xers use social media to research products before buying.

Much like the baby boomers, generation X is found heavily on Facebook and YouTube and is a very fast-growing population on Instagram and TikTok.

Millennials (1981–1996)

Millennials were the first generation to make Facebook cool (and yes, I was one of them). But over time, millennials have found their way to almost every social media platform available, from Facebook, to Instagram, to TikTok — and more. Millenials are quick to adopt new platforms, remain on them for longer, and are less likely to abandon a social media platform once they start using it on a regular basis.

Millennials have their heaviest presence on Instagram and YouTube and are drawn heavily to visual communications, but there is also a large rise in millennials using LinkedIn to grow their professional networks. This past year, LinkedIn broke the one-billion users threshold.

Gen-Zs (1997–2012)

This generation is almost completely defined by TikTok. According to data from Sprout Social, almost eighty-two per cent of gen-Zs use TikTok regularly! Not only are gen-Zs the largest consumers of content on this platform, they are also the main drivers of content creation.

Generation Z is looking for individuality, creativity, and speed, and TikTok content creators are fine-tuning their work to keep gen-Z users engaged and connected.

Though many gen-Zs are also using Instagram and YouTube, TikTok is the platform for this generation. The power and role of influencers and content creators is redefining how we engage with ideas, trends, and news.

So, What Does All This Mean?

ARTA members are lifelong learners, which means staying up-to-date with how different generations interact with each other online.

Each generation brings its own unique flavour and flair to the social media universe.

Understanding how different generations use these platforms isn’t just trivia, it also helps us relate to and communicate with friends, family, and community. It is about building connections and continuing to grow together in a digital space.

Stay Safe Online

Think Before You Click

If it seems too good to be true, it probably is. Don’t click on suspicious links or provide personal information to anyone.

Update Your Privacy Settings

Review who can see your posts, send you messages, and tag you. Sometimes these settings reset, so check in every few months.

Use Strong Passwords

Mix numbers, symbols, and uppercase/lowercase letters, and use a password manager.

Be Wary of Scams

Scams can be very sophisticated. If someone claims to be your grandchild asking for money, double-check with a phone call.

Jonathan is the Digital Marketing Specialist for ARTA and a Certified Digital Marketing Specialist - Search, through the Digital Marketing Institute.
When not strategizing and creating content for ARTA and ARTA Benefits, Jonathan loves helping our members understand how to navigate the vast digital realm with safety and confidence