Social media marketing tends to focus on the Millennial generation quite a lot. Like, a lot, a lot. It’s hard to make it through the day without hearing the “M” word, because they’re a different type of generation– digital natives. However, it’s their parents, Gen Xers, that have the lion’s share of the buying economy. Gen X is those born (roughly) between 1965 and the early 1980s.

Gen X has more buying power than any other generation with 31 percent of total income dollars and $2.33 trillion in buying power.  Not only are they active consumers, but Gen X uses social media often, and that shouldn’t be ignored by marketers.

Marketing to Gen X is different than marketing to Millennials, though. They’re in a different stage in life, have different values, and use social media differently.

Where Are They?

Although the internet wasn’t available until they were in adulthood, Gen Xers are adaptive to new technology, including social media. In fact, they spend more time on social media than Millennials do. With that said, they’re not active on as many platforms as Millennials, which makes it easier for marketers to find them.

Here’s where to find them:

To find them, look to Facebook, Pinterest, and YouTube.

If you’re looking to target them with ads, they’re typically not online during the day when they’re at work. They’re far more likely to access social media between 8pm and midnight, which you can A/B test with your ad targeting.

What’s Important To Them

While Millennials are self-oriented and FOMO-driven (fear of missing out), Gen Xers value being well-informed, brand loyalty, and most importantly, their family.

Many Gen Xers are supporting their children, including adult children, and/or their aging parents. While work isn’t necessarily a passion for them, they do it to have something to spend on their family.

They’re also the generation between newspapers and the internet, so instead of skimming headlines, they value being well-informed on topics, products, and current events.

The Types of Content They Like

Because they like to be informed, they often use social media to obtain their information. Articles, blogs, informative videos, and videos about products are the best ways to reach them.

Because they entered the workforce during a recession, many Gen Xers love a bargain. They often use social media to find the best deals on products and services, so appeal to their frugality with sales, promotions, and deals.

Additionally, they’re avid review readers. Before they make a purchase, they want to know that a product or service is highly rated and that they’re getting the best price. Amazon is an obvious place for them to find reviews, but if you’re a local business or a service, make sure you’re paying attention to your reviews on Facebook, Google+, and Yelp.

Show an active presence on all of these sites by responding to reviews in a positive way to show that you value your customers’ opinions. If it’s a negative review, offer to correct the issue, offer them an incentive, and thank them for their feedback.

If your target audience is Gen X, focus your time on educational content, like blogs or videos, nurturing reviews and feedback, and consider their kids and parents. Definitely be present on Facebook, and don’t waste time on platforms that are popular but not where they’re active.