Hypetap Intelligence, the research and analysis arm of Australian influencer marketing agency, Hypetap, has released new data highlighting a significant divergence in how different generations engage with and consume influencer content across platforms like Instagram and TikTok.
‘Talkin’ to Your Generation’ report reveals that a one-size-fits-all approach to influencer marketing is now obsolete, with each generation using social media for distinctly different purposes.
“Instinctively we knew that each generation engages with social media differently, however this new data enables us to precisely map these preferences, from Gen Z’s preference for laugh-out-loud entertainment to Boomers’ trust in influencers for financial advice and news,” said Melissa Gray, lead data scientist, Hypetap.
According to the data, the content preferences of Gen Z, Millennials, Gen X, and Baby Boomers are shaped by their unique life stages and values. For brands to capitalise on this insight, they must move beyond broad demographic targeting and build strategies tailored to the specific content categories and motivations of their target audience.
“This intelligence is crucial for CMOs to position their brands for growth,” said Hypetap MD, Bryce Coombe. “It empowers them to move beyond a simplistic, age-based approach and design campaigns that align with the specific content motivations of their target consumers.
“The Talkin’ to Your Generation report ensures brands will achieve an unfair share of the attention economy by connecting with audiences on a much deeper, more relevant level.”
Generations go to social media for different reasons
Gen Z (aged 13 to 24) want to have a laugh. In fact 90 per cent of the top influencers followed by Gen Z on TikTok are entertainment creators. This suggests that for this cohort, the channel is a source of escapism and light-hearted content and simply having a laugh. For brands, this means campaigns targeting Gen Z must be equally as entertaining to cut through the noise and resonate with this audience.
Millennials (aged 25 to 44) are looking for self-improvement. On Instagram, users are most likely following Influencers that talk about Parenting advice, Food and Recipes and Home and Garden. This indicates that as this generation moves through different life stages, they are seeking content that helps them navigate their rapidly evolving personal and family lives.
Boomers (aged 65+) are leveraging influencers for more practical advice and inspiration: On Instagram, a combined 25 per cent of top influencers followed by Boomers fall into the News and Politics and Finance categories, revealing a strong preference for informational content. On TikTok, the top category for Boomers is Travel, indicating that they use the platform for aspirational content and inspiration for their passions. Marketers must recognise that this generation uses influencers as a trusted source for life-enhancing advice and inspiration, rather than just for product recommendations.
A cross-platform divide highlights different motivations. Whilst Beauty and Fashion are the top categories for Gen Z on Instagram, accounting for 60 per cent of their top followed talent, their focus shifts almost entirely to Comedy and Entertainment on TikTok. This insight reveals that Gen Z views Instagram as a place for visual inspiration and curated content, whereas TikTok is a platform for raw, unfiltered entertainment. Brands must tailor their content and channel strategy accordingly.
Finance influencers are gaining traction with older demographics. The research shows that Finance and News and Politics are significant categories for both Gen X and Boomers on Instagram. This suggests a growing trust in niche influencers as reliable sources of information for financial advice and current events. This presents a significant opportunity for financial institutions and news organisations to engage with older audiences through a trusted channel.
Coombe concluded, “For CMOs, growth will come from moving beyond broad demographic labels and investing in influencer strategies that reflect the real motivations of each generation.
“The brands that act on these insights will not only capture attention but also build lasting relevance and trust with their audiences.”
