When it comes to YouTube, many marketers focus on appealing to millennials, now in its 20s and 30s, as well as Generation Z, which consists of current teens and tweens. But with a recent report, Google made sure to remind its partners not to forget about the group that makes up Gen Z’s parents.
Think With Google has published a paper on some relevant trends for brands that wish to appeal to Generation X—and there’s a pretty clear game plan in play.
Gen Xers, born from the mid-’60s to the late-’70s, are not early adopters in the same way later generations are, and they make up a smaller portion of the YouTube audience than younger cohorts. Even so, Google notes, Gen X viewers account more more than 1.5 billion views per day.
So what do Gen Xers like to see on YouTube? Google breaks it down into three categories: First and foremost, they love nostalgia. The use the internet to seek out the pop culture touchstones of their younger days, especially when those touchstones return to the headlines.
Through YouTube, Gen-Xers can share nostalgic content with their children, but that interaction works both ways. Popular Gen-X searches include “Pokémon Go” and “Carpool Karaoke,” as parents attempt to understand the sort of trends their children are into.
Finally, Gen-Xers use YouTube as a guide for home improvement and DIY projects. To support that point, look no further than the example of Cara Brookins, a middle-aged mom who used YouTube tutorials to help her build a house for herself and her four children.
More details from the Gen-Xer report are available through Think With Google.