Part Two in Generational Marketing: Reach the Right Generation with the Right Message
AFTER READING LAST MONTH’S column, “Who’s Buying?: A Generational Approach to Marketing,” a dive center employee emailed, asking, “Do you have any tips for planning social media posts using the generational approach you describe in your article?”
Great question! I hadn’t intended to make this a two-part series, but my email response ended up turning into this article. So, to my new friend Amy, thanks for the inspo.
Generations and Generalizations
Regardless of what generation we’re grouped into, people use different platforms for different purposes. The trick is to figure out how our potential customers are using the socials, and then target our content accordingly.
YouTube and Facebook are not “old people’s platforms.” They are broad, cross-generational platforms. And Instagram isn’t exclusively for Millennials or Gen Z. The platforms overlap. When employing a generational approach to marketing on social media, rather than saying, “Boomers use Facebook. Gen Z uses TikTok,” keep in mind that different generations have different concentrations of attention across different platforms.
Here’s a personal example: I use Facebook to maintain online relationships with friends and family; Instagram for inspiration; TikTok to be entertained; YouTube for learning from how-to videos; WhatsApp for texting and calling; LinkedIn to cultivate professional relationships.
How people use social media matters enormously for dive centers. Borrowing from my example, imagine I’m your customer who’s researching learning to dive. I might: discover scuba on TikTok; watch a how-to video on your YouTube channel; explore your Instagram account; read comments on your Facebook page; visit your website; message you through WhatsApp. Then, visit your dive center to get more information and schedule a course.
Our customer might move through various social media mediums while on a decision-making journey. The job of social media isn’t necessarily to close the sale on every platform. Sometimes its job is simply to move the customer one step closer.
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Baby Boomers (1946-1964): Facebook, YouTube and the Power of Trust: For Baby Boomers, Facebook remains an important social platform, while YouTube has enormous cross-generational reach. But the bigger opportunity may be understanding what kind of content works for this audience.
Boomers don’t necessarily need to be entertained into buying scuba diving. They may need to be reassured. Remember the questions from my previous article: Can I trust you? Are you experienced? Is diving safe? Will I be comfortable? Will I enjoy traveling with your group?
That suggests a social-media strategy based heavily on trust-building content.
Use Facebook for community and credibility. Examples include customer stories, trip announcements, trip photos, club activities, and congratulating students.
Don’t make every post an advertisement. Show that your dive center is a real community populated by real people.
Use YouTube to answer questions and provide how-to examples. YouTube is particularly valuable because it can function as both a social platform and a search engine. Potential YouTube topics that would appeal to all customers, especially Boomers, include:
- What should I expect on my first scuba dive?
- What does scuba certification actually involve?
- What should I know before my first dive trip?
For this audience, social media should frequently answer one fundamental question: “Why should I trust you with my diving experience?”
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Generation X (1965-1980): Facebook, YouTube and Instagram – But Make It Useful: Marketing to Gen X is less about choosing one platform and more about choosing the right content. Give Gen X information that saves time, because their time is often limited.
Use Instagram to entice Gen X by combining beautiful photos with practical information. Use Facebook for community building. Use YouTube for Q&A and how-to videos.
For Gen X, ask, “How can our social media make the decision to dive easier?” Make sure booking information is concise and easy to understand. And remember to create “getting back into diving” content, because this generation might have put scuba on pause when work or family commitments required it.
Millennials (1981-1996): Instagram, YouTube, TikTok and Community: Millennials are an especially important audience for dive centers because many are now at an interesting intersection of career, disposable income, travel and experience-seeking. They may be planning adventure vacations. They may be introducing their partners to diving. They may be looking for new experiences and for community.
When marketing to Millennials, ask, “What story can we tell that makes someone want to be part of this experience?”
Instagram is where you can sell the dream with beautiful imagery and stories that create emotional connection.
Use TikTok to make scuba discoverable with bite-sized point-of-view content. Examples include:
- POV: You just descended on your first scuba dive.
- What people think scuba diving is like vs. what it’s actually like.
- A day in the life of a dive instructor.
Don’t overlook YouTube simply because TikTok is trendy, so load longer videos to YouTube.
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Generation Z: TikTok, Instagram, YouTube and Human Connection: Gen Z doesn’t simply consume content. They participate in culture. To attract Gen Z, your brand should behave like a person rather than a billboard.
The key to Z is to create belonging. For example, show the dive, but also show the people who dive. Make it relatable in a “this could be you” way. Your TikTok videos might include; meet the crew, diver of the week or ask an instructor.
Don’t use TikTok or YouTube for advertising prices. Instead, answer the “silly” questions people want to know but are usually afraid to ask. Examples include:
- What does scuba equipment actually do?
- Is it easy to see through the scuba mask underwater?
- What happens if I have to pee while diving?
Show Gen Z people rather than products, feature young divers, and encourage customers to create content. For Gen Z, ask: “How can we make someone want to join our community – not just buy our product?”
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Adapting the Message: When I talk to dive center owners about posting to social media, I tend to hear, “I don’t have time to create all this content!”
Here’s the solution: Create one good piece of content and adapt it so it appeals to all generations, across all platforms. For example, have one of your instructors record a five-minute video: “Five Things I Wish Every New Diver Knew.” Here’s how you might use it:
- YouTube: Run the full five-minute video.
- YouTube Shorts: Five individual tips.
- Instagram Reel: One good 30-second tip.
- Instagram carousel: Five things every new diver should know.
- Facebook: A story with the video.
- TikTok: The most surprising tip.
No matter what generation you’re marketing to, or what platform you’re using, the message is essentially the same, “You’re going to love being a scuba diver and exploring the underwater world. We’re excited to help you get started. Come join our community.”
I’d love to hear about your successful marketing with social media. Email me at hello@clearstorycoach.com.
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