Why Digital Marketers Should Pay Attention To Gen X

Say hello to Gen X. 👋 The original mixtape makers turned savvy scrollers. Born between 1965 and 1980, they were raised on TV, newspapers, and dial-up drama before making the leap into the digital world. Now? They’ve got a foot in both worlds, posting on Facebook like pros, lurking on Instagram, and even checking out what the hype on TikTok is all about. Their social media habits are a cocktail of old-school loyalty and modern-day curiosity, and that makes them seriously worth watching. 👀

Gen X isn’t just on social media, they’re holding it down like seasoned pros. ⛹️‍♂️ According to the 2024 Social Media Content Strategy Report, they’re still riding strong with the OG platforms: 92% are on Facebook (no surprise there), 78% scroll through Instagram, and 74% are regulars on YouTube. But don’t count them out of the new-school wave, over half have already jumped on TikTok, and a growing 13% have even set up shop on Threads. Legacy meets novelty, and Gen X is living right in the middle of it.

Gen X are the original digital adapters, they didn’t grow up online, but they’ve more than caught up. They’ve evolved with tech, tweaking their habits as new platforms popped up. And like any generation, if you want to truly connect with them (and craft a social strategy that hits home), first you’ve gotta understand what makes them tick. ✅

Stick around to get the inside scoop on Gen X’s social scroll patterns, and how you can actually speak their language online. From content that clicks to platforms they love, we’re diving into what makes this powerhouse (and often overlooked) generation worth every marketer’s attention. 🔦

The Gen X Demographic 🧠

Who is Gen X, really? Think of them as the bridge generation, currently aged 45 to 60, with a personality shaped by both analog roots and digital evolution. They are rocking a few nicknames too (because one label simply isn’t enough).

🧒 The middle child generation: Sandwiched right between the rule-breaking Boomers and the tech-savvy Millennials, Gen X knows a thing or two about balancing both worlds.

🔑 The latchkey kids generation: With working parents and a house key around their neck, independence was part of the after-school routine.

📺 The MTV generation: Yup, they were there when music videos ruled the screen, and pop culture was born on cable.

Resilient, self-reliant, and culturally in-the-know, Gen X didn’t just witness the digital shift, they learned to thrive in it. Basically, they’re the mix of generations: independent, media-aware, and cool before it was cool. 😎

Let’s just say Gen X has seen some things. They’ve gone from cassette tapes to cloud storage, from rotary phones to Reels. 📞➡️📲

Back in their day, culture came from TV screens, radios, and newspapers. Now? It’s all about swipeable trends and viral sounds. And guess what? They’ve kept up, not just watching the shift, but rolling with it.

This is the generation that witnessed the birth of the personal computer, dial-up internet, email, and MTV (when it actually played music). 🎸 Those years shaped a generation of problem-solvers who don’t panic when things change, they adapt.

They also happen to be champions of work-life balance. 🏆 Even at the top of their game, Gen X knows how to lead without losing sight of what matters outside the office. In fact, according to DDI’s Global Leadership Forecast, over half of global leadership roles in 2018 were held by Gen Xers. Boss energy? Absolutely. 💼

And while some are eyeing retirement, many are still charging ahead in business, politics, and leadership, and they’re not done yet.

Gen X doesn’t clock out, they just switch roles: raising kids, supporting adult children, helping aging parents… sometimes all at once. And when it comes to big life moves? They’re making them. 💰🏠

They’re not just online, they’re earning, influencing, and still shaping what comes next.

So… how does Gen X actually use social? 🧑‍💻

Turns out, they’re not just scrolling for fun, they’re scrolling with purpose. A 2023 study showed that 92% of Gen Xers hop onto social media every single day. Yup, every day. But they’re not glued to it, they average about 90 minutes a day, which means they’re social-savvy, not social-obsessed.

They’re the hybrid generation, raised on newspapers and VHS, now casually double-tapping on Reels and reading LinkedIn posts. So it’s no surprise that, when it comes to searching for stuff, they still trust their old friend Google. Only 15% turn to social for search. Old habits die hard.

And here’s where things really get interesting for marketers: Gen X doesn’t let social dictate their shopping habits. Not even close. According to Sprout’s Q2 2025 Pulse Survey:

• 50% said social media doesn’t impact their financial decisions at all
• 31% said none of their recent purchases were influenced by social
• Only 8% said social had a hand in most of their purchases

So, no, they’re not impulse-buying from the latest trending TikTok ad. But they’re also not completely closed off. Gen X will consider new platforms when there’s a solid reason:

• 43% join because family or friends are already there
• 37% are drawn in by interesting new features or formats
• 25% love a good niche or special-interest content
• 25% are just craving something fresher than Facebook

They’re not early adopters, but give them relevance, value, and a reason to care, and they’ll show up.

And don’t expect loud reactions or tons of comments either. Gen X engagement tends to be quiet, think clicking through, reading, saving, not necessarily liking or sharing. Understanding these subtle but powerful patterns is key if you want your content to land with this audience.

They may not be shouting, but they’re definitely listening. 👂

Where Gen X Actually Hangs Out Online 🛋️

Wondering which platforms Gen Xers are using the most? Based on the Q2 2025 Pulse Survey, here are the top six channels they’re spending time on, and more importantly, how to meet them there without missing the mark. 👇

1. Facebook

Still king in Gen X land. 👑

Facebook wasn’t just their entry point to social media, it’s their digital comfort zone. Since its debut in 2004, it’s remained the main platform where they catch up with friends, stay in the loop, and check in on the world.

What sets it apart for this group? A surprising 72% of Gen Xers prefer Facebook when it comes to customer support, more than any other platform.

And even though they’re not the easiest to convert, 40% of Gen X users say they’ve discovered and bought products on Facebook. So yes, they’re shopping, just on their terms.

Takeaway? If you’re building a Gen X–friendly social strategy, don’t sleep on Facebook. Keep it clean, informative, and personable. Show up consistently, answer questions, and make your products easy to find. Their loyalty is real, if you make it worth their while.

3. Instagram

Not just for brunch pics and Gen Z dances, Gen X is very much here for the 'gram. 📸

According to the 2024 Social Content Strategy Report, 78% of Gen Xers have an Instagram profile, and that number is climbing. Which means: if you haven’t factored them into your Instagram strategy yet, now’s the time.

So what are they doing there?

They’re keeping tabs on their families, swapping inspiration with friends, and following brands and creators for a little visual dopamine, especially when it comes to travel, home inspo, food ideas, and style. Basically, they’re curating a lifestyle.

For product-based brands: Think how-to’s, creative uses, and reposting real people using your stuff.

For service-based brands: Lean into expert tips, testimonials, and stories that speak to Gen X values, think quality, practicality, and balance.

According to the State of Influencer Marketing Report, Gen X is almost twice as likely to engage with Instagram influencers compared to Boomers. So if your brand vibe aligns with this audience, it’s smart business to team up with creators who speak Gen X’s language.

They’re scrolling, they’re engaging, just make it worth the pause.

4. WhatsApp

It may not be your typical social platform, but don’t sleep on WhatsApp. Nearly half of Gen Xers (47%) are active on the app, according to the Q2 2025 Pulse Survey, and they’re using it to chat with their inner circle.

Now here’s where it gets interesting: once someone gives the green light, WhatsApp Business messages boast a jaw-dropping 98% open rate. That’s prime real estate for your brand to step in with useful updates, personalized offers, or quick customer support. Just keep it helpful, human, and non-intrusive, Gen X doesn’t want spam, they want solutions.

5. TikTok

Surprise! Gen X isn’t just watching TikToks, they’re making them part of their daily scroll. With 42% of them on the platform (and counting), Gen X is officially TikTok’s fastest-growing audience, according to Sprout’s Q2 2025 Pulse Survey. What are they there for? Pure inspo and a bit of fun.

Some scroll-worthy stats:

• Gen Xers on TikTok are 127% more likely to tune into live streams when thinking about a purchase.
• 54% happily go with whatever the algorithm throws their way.
• And 1 in 3 have found fresh ideas, whether it’s a new trip, hobby or kitchen hack, in the past month alone.

So what does this mean for your brand? Use TikTok to show, not sell. Try a mini-series that teaches something cool, hop on a trend with a smart twist, or go live to demo your product in real time. When it comes to Gen X, a little authenticity goes a long way.

6. LinkedIn

Gen X and LinkedIn? A power couple. 💑 According to the 2024 Social Content Strategy Report, Gen X is one of the platform’s most active and engaged audiences, and it tracks. This generation is in their prime professionally, with many holding senior or leadership roles, and they’re using LinkedIn to network, recruit, and share what they’ve learned along the way.

Want to earn their trust? Don’t just show up, show value. 💎 Focus your LinkedIn game on thought-provoking content that speaks their language: industry trends, smart leadership tips, and career wisdom with substance. And if you’re running ads, consider putting Gen X voices front and center. This is a generation that values expertise and seeing themselves represented.

How Gen X Interacts with Social

Let’s talk behavior. In this section, we’ll break down what kind of content gets Gen X to pause their scroll, how they use social platforms to guide their choices, and what keeps them coming back. Think of it as your cheat sheet for turning Gen X followers into long-term brand fans.

We’re not just here to throw facts at you, we’ll also unpack the why behind the behaviors, and share actionable tips to help you craft content that speaks their language, builds trust, and delivers real results.

Gen X Scrolls with Purpose

While Gen X might not be flooding your feed with outfit checks or dance trends, don’t be fooled, they’re absolutely active. Just in their own way. They didn’t grow up documenting every meal or milestone online, so it makes sense that only 24% of Gen Xers have ever posted a selfie. Instead? They’re using social media like a toolkit.

For Gen X, social is less about spotlight, more about substance. According to the Q2 2025 Pulse Survey, they turn to their feeds to make smart, informed decisions on what to cook, what to watch, what to listen to, and where to go. They’re the household decision-makers, and their social media habits reflect that.

Here’s what they’re most often browsing for:

🍳 Cooking tips and recipe inspo (53%)

🎬 TV shows or movies worth bingeing (47%)

🎶 Music discoveries (35%)

🌍 News updates, both global and local (35%)

🏀 Sports news and scores (34%)

When they do interact, Gen Xers go for practical content: think how-tos (33%), neighborhood restaurant picks (33%), trending headlines (31%), and honest product reviews (31%).

So what should you do?

Ditch the fluff. Serve up value. Whether it’s a quick tutorial, a roundup of local hidden gems, or a product breakdown that actually helps them decide, your content should make their life easier, smarter, or better.

Gen X Wants You to Say It Like You Mean It 💬

If you’re whispering in a crowded feed, Gen X won’t hear you. This generation responds to brands that show up with confidence, not copycats. According to the Q2 2025 Pulse Survey, what makes a brand memorable to Gen X isn’t flashy filters or endless hashtags, it’s substance:

• 55% say responding to customers makes a brand stand out.
• 39% appreciate original content over recycled trends.
• 33% remember brands that actually engage instead of just broadcasting.

For Gen X, boldness isn’t about shouting, it’s about showing up with clarity. They’re drawn to brands that are unafraid to be honest, a little witty, and genuinely helpful. In fact, they associate bold brands with being:

💯 Honest (48%)

🌈 Inspiring (40%)

😄 Funny (36%)

So what’s the move? 🕺

Cut the fluff. Get to the point. Whether you're cracking a joke, taking a stand, or answering a comment with care 💘, Gen X notices when you’re the real deal.

When a brand hits the right note, Gen X doesn’t just scroll past, they stick around. In fact, 1 in 3 are more likely to engage with bold content, while others go a step further: hitting follow, spreading the word, or reaching for their wallet.

How to make it count:

Don’t just show up, show who you are. Let your values shine, bring your personality to the feed, and don’t be afraid to mix in a little wit or a feel-good moment (if it suits your brand). Gen X rewards realness.

Gen X wants honesty

They’ll absolutely get behind a brand that partners with creators they trust, but only if it feels genuine. Sprout’s Q2 2025 Pulse Survey found that 56% of Gen Xers are more likely to purchase when an influencer they like is involved, but any hint of inauthenticity? They’re out. And 14% won’t just scroll past, they’ll speak up.

Representation matters too. Campaigns that feature Gen X creators don’t just resonate, they perform. According to the State of Influencer Marketing Report, they lead to 73% higher connection and drive a 43% jump in website visits.

Want Gen X on your side?

Work with creators who actually connect with them. Ditch the gloss and go for relatable, real voices that reflect their world. Whether it’s amplifying Gen X user content or putting Gen X faces front and center, the message is clear: keep it honest, keep it relevant.

Gen X wants a story

Nearly half of Gen X prefers content that tells a full story, start to finish, all in one go. Another 38% say they’re more engaged when they recognize recurring faces or themes, and 34% admit they’re more likely to tune in if others they follow are buzzing about it (we see you, peer pressure).

Want to catch their attention?

Craft content with structure and purpose, think narrative flow, not random scroll bait. Give them a beginning, a middle, and an end they’ll care about. And if you’ve got a familiar character, series, or format? Even better. That sense of continuity builds trust, and keeps Gen X coming back for more.

Hey digital marketers, start engaging

If there’s one thing to walk away with, it’s this: Gen X isn’t just online, they’re tuned in. They scroll with purpose, engage with brands they trust, and influence both household and boardroom decisions. And while they may not be chasing trends or posting daily selfies, their impact is undeniable.

So if you're ready to stop overlooking the generation that still runs the show, we’re here to help. At Ruler, we build smart, strategy-led content that speaks their language (and yours). Let’s craft campaigns that feel human, earn loyalty, and actually drive results.

Ready to connect with Gen X? Slide into our inbox, we’re only one message away. 📩