Facebook attracts Generation Z in the U.S., while TikTok welcomes growth in U.S. baby boomers

According to the latest eMarketer US consumer report, Facebook is regaining the favor of Generation Z users, while TikTok's appeal among baby boomers is gradually increasing. These changes show that although both platforms have a solid core user base, they are also welcoming new users.

Facebook's Generation Z Growth

Although the number of Facebook users as a whole has declined, the number of Generation Z users has unexpectedly increased. It is expected that by 2028, the proportion of Generation Z users in the United States will increase from 49.0% (33.9 million) in 2024 to 56.9% (40.5 million). A series of key driving factors are reflected in the following aspects :

①Platform practicality: event planning, niche groups and markets attract young users.

② Transformation of user groups: About 36% of Generation Z are still under the age of 18, and many of them are just entering the field of social media.

③ Strong e-commerce potential: Last year, 75.0% of Generation Z Facebook users (15-26 years old) shopped on Marketplace.

However, Gen Z still lags behind Gen X and Millennials in terms of the number of users and time spent on Facebook. In addition, users under 55 are also spending less time on Facebook.

For Facebook marketers, the growing Gen Z user base presents new opportunities, especially in the e-commerce aspect of Marketplace. However, users are spending less and less time on the platform, which means that brand posts need to be more attractive and targeted.

TikTok 's growing appeal to baby boomers

Meanwhile, TikTok is saturating its Gen Z market but seeing growth among baby boomers, with forecasts showing U.S. baby boomer users will increase 10.5% by next year, from 8.7 million to 9.7 million.

While baby boomers are the fastest-growing demographic group, TikTok usage is rising steadily across generations, indicating the platform’s broad appeal. TikTok’s growth among baby boomers opens up new avenues for brands targeting an aging population, but marketers should be mindful of the platform’s largely younger user base.

Future challenges and strategic implications for brands

As platforms and users continue to change, brands must adapt or risk being overtaken by competitors, which also presents new challenges and strategic implications for brand marketers:

① Audit strategy: Check the attractiveness of post content across age groups and platforms.

② Diversification: While maintaining brand characteristics, collect statistics and develop multi-faceted marketing strategies for different populations.

③ Group analysis: Track participation by age group and adjust strategies.

④Test and optimize: Experiment with the content and style of each platform.

⑤Stay up to date: Pay attention to platform updates and population trends to stay updated.

Stay flexible and update your strategy as user demographics and preferences change. Brands that can span generations and respect the norms of specific platforms are most likely to achieve the greatest success in this ever-changing environment.

Author✎ Summer/
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