“How do you create content for a multigenerational audience?”

That’s the big question for brands today. Because, for the first time ever, there are five generations of consumers active in the marketplace. 

To create content that will engage people of all ages, you have to understand an important truth—we’re all different; but in some ways, we’re the same.

On one hand, you have to acknowledge that each age group consumes content in a different way. (For instance, research shows that younger generations prefer bite-sized, fast-paced video clips, while older generations find slower-paced videos more appealing.)

On the other hand, one of the key components to effective cross-generational marketing is finding the common thread among your audience—the shared characteristic that transcends age. 

Let’s discuss how to do both—to accommodate the generational differences and leverage the commonalities—to create effective marketing content.

How To Accommodate For Generational Differences In Your Brand’s Marketing Content

Avoid exclusionary language.

Word choice matters in cross-generational writing. Don’t use slang that might be unknown to certain age groups. 

Younger generations might not realize “bread” can be a stand-in for “money,” or that “the cat’s pajamas” is a 1920’s phrase for describing something as “the height of excellence.” 

Older generations might have no idea that a “stan” is a combination of “stalker” and “fan,” or that “G.O.A.T.” stands for “greatest of all time.”

You should also consider how different generations might interpret your writing. For example, ending a sentence with an ellipsis (…) can be interpreted in different ways. Older generations often use ellipses to indicate a sense of mystery or the trailing off of a thought, while younger generations might perceive ellipses as a passive-aggressive response.

Language is constantly changing and evolving, and it makes our conversations and communications all the more vibrant. But when it comes to your brand’s writing, it’s best to stick with words and phrases that your audience will understand and interpret consistently, regardless of age group.

Repurpose & tailor content for multiple formats.

While research shows that all age groups love social media, video, and quick “snackable content,” there are still some nuanced differences in the way different generations prefer to consume digital content. 

To help your content reach every segment of your audience, you can apply the “create once, publish everywhere” strategy. This involves taking a single piece of content and repurposing it into multiple formats and/or publishing it on different platforms. The message remains the same, but the way you deliver the message is tailored to your different audience segments.

You should do your own research to gain an understanding of your audience’s different preferences, but here is some general information to get you started:

  • To appeal to Gen Z consumers (born between 1997 and 2012), create bite-sized videos, memes, and high-quality imagery, and publish on Tik Tok and Instagram.
  • Millennials (1981-1996) are the generation most receptive to text message marketing, real-time videos, and user-generated content, and can be reached on most social networks.
  • Your Gen X audience members (1965-1980) are, in general, most active on Facebook and Twitter. You can also effectively reach them through email marketing, online videos, and informative blog posts.
  • Baby Boomers (1946-1964) primarily use Facebook over other social networks. Slow-paced videos are likely to resonate with them, as well as email campaigns and discount coupons.

By acknowledging the unique generational perspectives of your consumers—and by accommodating for those differences—you can ensure the same content is accessible to every member of your vast audience.

All of that being said, the most important thing to focus on is what your audience members have in common. 

How To Create Content That Spans Generations

Your consumers have more in common with one another than you might think. Dig deep to find those shared experiences, then leverage them in your content.

Embrace the common thread.

Define the interest or personality trait that is shared by all members of your audience, regardless of age. 

Maybe they’re all dedicated dog-parents who have never really understood the appeal of human toddlers.

Maybe they want to have clear, healthy, moisturized skin—but they also want to feel like a rugged cowboy who took his last bath in a river.

Or maybe they’re all in agreement that winter is just too cold, and every day should feel like a tropical beach vacation.

Look beyond age-based stereotypes to discover who your consumers really are, then find the common thread that unites them.

Tell timeless, universal stories.

Storytelling is a powerful tool in content marketing, especially when you need to engage a cross-generational audience. The right story can appeal to people of all ages. Share stories around universal experiences and emotions: the awkwardness of a job interview, the joy of winning even the tiniest of prizes, the agony of waking up to your morning alarm.

When you tell timeless stories with universal appeal, you’ll be relevant to people of all generations. And decades from now, your stories will still resonate.

Demonstrate authenticity.

Consumers of all ages are becoming increasingly digital-savvy, so they know they can’t believe everything they see on the internet. That means they’ll likely be skeptical of your brand until you’ve proven yourself trustworthy.

To earn the trust of your cross-generational audience, you have to demonstrate your authenticity in every piece of content you create. Consider these tactics:

  • Use language that stays true to your brand’s personality, and always deliver a consistent message. 
  • Be transparent about your challenges as well as your successes. 
  • Ditch generic content in favor of unique, original stories that directly address your consumers’ needs.
  • Show that there are real people behind your brand, whether that’s by responding to followers’ comments or live-streaming a behind-the-scenes video.

No one likes to feel duped. Be genuine in everything you say and do, because people of all ages appreciate authenticity.

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When creating content for your brand, remember the “different, but the same” principle. Consider the different ways people of different ages might absorb your content, and tailor to those preferences. At the same time, embrace the commonalities that span your entire audience, and tell a story that will resonate across generations.

Need help creating content for your multi-generation audience? Let’s chat and discover the stories your brand can tell.