Content Strategy for Gen X Consumers: Bridging the Gap in Social Media Marketing
Marketing and Advertising · Creator Portfolio Video
About this work
This video discusses how marketers can better connect with Gen X consumers, who control significant buying power but are often overlooked in social media campaigns. It highlights the importance of creating content that resonates with their values, emphasizing research, comparison, and proof. The video suggests that a perspective shift is needed, moving from purely creative content to content that connects and sells by understanding the mature consumer's approach.
Read the transcript
Quick question marketers. Why does Gen X control $40 trillion worth of buying power but less than 10% of UGC campaigns actually target us? Sounds to me like it might be a marketing blind spot and a reason why social media converting. We're Greg and Michelle with Midlife Momentum. And we help brands fix that using real stories. Real results. So we were talking the other day and they referred to Gen X as mature consumers. I think I like that. Then they need to sell to us like that. I saw a large financial brand using a ad from a Gen Z creator. We're not taking financial advice from a 20-year-old. We're just not. We don't buy the same way younger audiences do. We research. We compare. We want proof. It's hard earned life experience that earns trust with Gen X consumers. So if your content looks good, but isn't moving product, it's not a creative problem. It's a perspective problem. Let's create content that actually connects and sells from mature creators to mature consumers. Yeah, I think actually like the sound of that.
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