How Each Generation Discovers Influencers — And Where to Reach Them

You might not see old-school advertisers like Billy Mays on TV anymore, but they’ve got plenty of spiritual successors on social media.

For instance, YouTuber Miranda Goes Outside reviews hiking gear, while @myboyrudder promotes high-end dog food and other pet products on TikTok.

Influencer marketing builds trust, but it’s not a one-platform kind of game. A recent Clutch survey of 277 consumers found that each generation turns to different social media platforms to find influencers:

• 71% of Gen Z see creators recommending products on TikTok.
• 61% of Millennials see them on Instagram.
• 49% of Gen X see them on YouTube.
• 42% of Baby Boomers see them on Facebook.

Of course, as a marketer, you already know that people in the same generation don’t all fit in identical boxes. Plenty of baby boomers will be commenting on TikTok, Millennials binge-watching videos on YouTube, and so on. However, understanding where each generation will most likely spend their time online will help you build more effective influencer partnerships. 

Gen Z: Natively Influenced on TikTok

With its slang-filled comments (“no cap!”) and fresh-faced creators, TikTok is clearly Gen Z’s playground. Seventy-one percent of them get influencer product recommendations from this video platform.

Authenticity is always critical for influencer marketing, but it’s especially important on TikTok. Users tend to prefer relatable creators who share their real challenges and experiences. For instance, Kyra Mae Turner shares comfort videos about her travels and makeup tips. 

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TikTok influencers often use fast-paced storytelling and viral formats to capture their audience’s attention. While older YouTube users might happily sit through a 20-minute video, Gen Z likes its content short and snappy.

These tips will help you ace influencer product promotion on TikTok:

• Partner with micro- and nano-influencers: The number of followers isn’t everything, especially on TikTok. Many influencers have relatively small followings — say, under 100,000 — but their audiences are fiercely loyal. That’s especially true for niche creators, who often build tight-knit communities around cosplay, dog sports, and other interests. As a result, they may have more influence than bigger creators.
• Encourage native content: TikTok has features you won’t find on other platforms, such as Duets, Stitches, and special effects like transitions. When influencers create content for TikTok, they can use these tools to make more engaging videos.
• Follow the trends: The tide turns quickly on TikTok. When you see a trending challenge or filter that fits your brand, jump on it. By next week, it may have already faded from memory.

Don’t have endless time to scroll? TikTok spotlights trending creators, hashtags, and songs to help you keep up.

Additional Reading: How Much Does TikTok Advertising Cost?

Millennials: Still Scrolling on Instagram

While TikTok is Gen Z’s domain, Millennials often turn to Instagram. Sixty-one percent find influencer product promotions here. That’s not surprising, considering Millennials were some of Instagram’s first users.

Instagram allows users to share photos and video content, though Reels tend to get the most reach. While authenticity still matters, influencers typically focus on creating high-quality content that fits a particular aesthetic.

For example, fashion influencer Lydia Tomlinson’s posts are filled with neutral colors and downright glamorous backdrops, such as Ascot Racecourse and the Swiss mountains (maybe not the most relatable, but a chic aesthetic).

In the same niche, Kylie Nelson uses bold text overlays and usually has plants in the background. These small touches help shape each creator's brand and appeal to fashion-loving millennials.

Other popular niches on the platform include:

• Lifestyle
• Parents
• Pets
• Travel
• Wellness  

For Instagram, collaborate with value-driven influencers who create content with real substance. Tomlinson and Nelson's feeds look pretty but also share very practical educational posts and style tips. This type of content feels less like direct marketing and more like a trusted friend sharing their firsthand experiences.

Effective influencer partnerships also combine authenticity with polished visuals. A shaky video filmed in a car might draw viewers on TikTok, but it probably won’t fly on Instagram. Instead, look for influencers with professional equipment and the editing skills to create great content.

Don’t get locked into any one format. Switch it up with carousels, Reels, and even quick stories so your influencers can experiment with different storytelling methods.

Additional Reading: ‘Instagram Reels: Video Ads Beyond TikTok’

Gen X: Famous on YouTube

YouTube is the stomping grounds of Gen X. Around half (49%) of this generation discovers influencer product recommendations here.

While TikTok — and, to a lesser extent, Instagram — value short-form content, YouTube gives influencers the space to create in-depth content. They often share lengthy product reviews and how-to videos.

Tech reviewer Marques Brownlee is a great example. His videos typically range from 10 to 20 minutes and spotlight popular tech products. He builds trust by speaking directly to the camera and giving an expert breakdown of each device’s features.

Niche content also thrives on YouTube. Many influencers share detailed videos about their hobbies, careers, and other interests. For instance, April Wilkerson shares her DIY projects and teaches followers how to build everything from an outdoor kitchen to a simple workbench — perfect for Gen X homeowners.

For marketing campaigns, look for YouTube influencers who balance practicality with personality. Their content should be educational without feeling like a textbook — or worse, a lifeless instruction manual. For example, you might ask an influencer to create a video showing them using your product for a project. Or invite them to unbox and review some of your offerings.

Consider searchability, too. Like a search engine, YouTube uses algorithms to help users discover relevant content. Adding strategic keywords to video titles and descriptions increases the odds that your content will be recommended.

For instance, the timestamps for one of Brownlee’s recent videos include keywords like “liquid glass” and “CarPlay.” Gen X iPhone owners (and other shoppers) might use these terms to search for reviews.

Consider YouTube Shorts, too. These videos can be up to 180 seconds long and are typically vertical, mimicking TikToks and Instagram Reels. Many influencers recycle clips from their longer videos as Shorts, expanding their reach.

Additional Reading: ‘YouTube Advertising: Video Ads Beyond TikTok’

Baby Boomers: Facebook as a Trusted Resource

Facebook might not be the go-to platform for college students anymore (that’s TikTok and Snapchat), but it’s still going strong, especially for older users. Our survey found that 42% of Baby Boomers find influencers on Facebook.

On this platform, influencer marketing is typically community-oriented. Some influencers create groups where followers can join conversations and share relevant posts. Others host online events and invite followers to share user-generated content.

Dr. Eric Berg is an excellent model for this community approach. He frequently asks his audience direct questions, such as, “What’s one non-negotiable you have in your bedtime [sic] routine?” He also invites followers to join his regular live shows. Content like this allows users to interact with Dr. Berg and each other, strengthening their relationships.

Baby Boomers often care more about clarity and trust than trendiness, so they probably won’t be impressed by a viral dance. Instead, focus on educational content for your influencer partnerships.

Here are a few ideas to jumpstart your next Facebook collaboration:

• Ask influencers to share written testimonials about your products. For example, a hiking influencer might write about their experience using your tent on a camping trip.
• Collaborate with creators to produce how-to videos and tutorials featuring your products. Of course, this content should be mostly informative — no one wants to watch a commercial. A how-to video about car detailing might briefly mention your waxing kit without making it the primary focus.
• Host live product demos or Q&A sessions where Baby Boomers can interact with the influencer.
• Invite influencers to film short product comparison videos.
• Share longer blog-style posts that discuss how your product or service helped the influencer overcome a challenge.

Encourage your influencer partners to respond to comments and messages. Even a simple “Glad you liked it!” can go a long way toward building community with Baby Boomers and other generations.

Cross-Generational Insights

Most brands don’t cater to just one generation. A walking cane company, for instance, might market to Baby Boomers and their Gen X children.

Influencer marketing can help you reach different audiences across platforms. But it’s not as simple as picking a few influencers from various age groups or swapping your cultural references (Nirvana for Gen X, Britney Spears for millennials, and so on).

Here’s how to market across generations strategically:

• Follow your audience across platforms: Don’t expect your customers to stick to just one social media channel, no matter their generation. Sure, Baby Boomers often find influencers on Facebook, but they could also be scrolling away on TikTok and Instagram. Look for opportunities to create cross-over content wherever your customers roam. For example, you might repurpose clips from longer YouTube videos into Instagram Reels. Or a written Facebook post could become a TikTok video narrated by the influencer.
• Adapt content for each platform: Format matters — a lot. Collaborate with your influencer partners to tailor your content for different platforms instead of just re-uploading it everywhere. A five-second video might make a great Facebook Reel, but it may not have enough context for TikTok. Or a nine-minute YouTube video that riveted Gen X YouTubers might not engage Gen Z TikTokers. Learn the norms and trends for each platform and adjust your content accordingly.
• Balance consistency with customization: While the format will change across platforms, your influencer-made videos and captions should still be recognizably “you.” Otherwise, your audience might feel confused when they see a sarcastic video about your brand on TikTok and an earnest tutorial on YouTube. A brand book can help all your collaborators maintain a consistent tone and visual aesthetic. That way, influencers can focus on content creation instead of wondering what language or font to use.

Take the time to gather feedback, too. You might assume that Baby Boomers love your influencer-led Facebook lives, but maybe they’d prefer a more interactive Q&A. Or they’re over on Reddit or YouTube.

By sending out surveys and analyzing the sentiment of comments, you can see if your influencer partnerships are succeeding or if it’s time to try new strategies.

Platform-Targeted Influence Drives Results

Like birds of a feather flocking together, generations tend to gravitate toward the same social media platforms. You can focus on the right channels by studying where your target audience finds influencers.

Adapting your influencer product promotions can help you outperform competitors who take a one-size-fits-all approach. Plus, sharing relevant content will build brand loyalty — and that will last long after your influencer campaigns wrap up.

Read more insights into influencer marketing and consumer trust in our recent survey report. 

About the Author

Anna Peck Content Marketing Manager at Clutch

Anna Peck is a content marketing manager at Clutch, where she crafts content on digital marketing, SEO, and public relations. In addition to editing and producing engaging B2B content, she plays a key role in Clutch’s awards program and contributed content efforts. Originally joining Clutch as part of the reviews team, she now focuses on developing SEO-driven content strategies that offer valuable insights to B2B buyers seeking the best service providers.

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