How and Why Gen Xers use YouTube
Research(1) shows that Aussie Gen Xers turn to YouTube to get things done, engage with their passions, and rediscover their childhood memories. What can your brand/business do to reach this unique audience?
Gen Xers, aged 40 to 55 years old (born between 1965 and 1980), grew up listening to Walkmans (I know I did☺), eating Neapolitan ice cream, and watching shows like Thunderbirds on TV — the only thing that was notably absent was the internet. Despite this, Gen X is embracing the multi-screen, multi-channel world that we know today. YouTube is a big part of that world for both Gen X and for the rest of Australia. Aussies of all ages are spending more and more time on YouTube, with over 15M Aussie adults spending more than 18 hours each on YouTube per month.
But what exactly are Gen Xers watching on YouTube? As a business owner, it's important that you understand the role the platform plays in their lives.
Where Aussie Gen Xers learn to get things done
Unlike smartphone-native millennials, Gen Xers have seen technology evolve. They have embraced it and are adept at living in a modern, tech-forward world. As a result, many Aussie Gen Xers are turning to technology as their first port of call to accomplish things that they would’ve previously picked up the phone to outsource.
YouTube plays a key role in enabling Aussie Gen Xers to get things done themselves: 74% of Gen X have watched videos on YouTube to solve an immediate problem, such as assemble an IKEA table or change a cricket bat handle.(1)
Where Aussie Gen Xers engage with their passions
Aussie Gen Xers have achieved a lot, and many are at a point of re-evaluation in their lives. As more and more become empty nesters, Aussie Gen Xers are finding themselves with more time on their hands to reconnect with old passions or pick up new skills or hobbies.
Where Aussie Gen Xers rediscover their memories
As Gen Xers’ lives change, they experience a fresh desire to engage with their pasts. For all of their efforts to stay abreast of modern culture, Aussie Gen Xers are wistful, and therefore seek out nostalgic content that enables them to remember what was. YouTube is a time capsule that helps facilitate that nostalgia.
How business owners can get the attention of their audiences on YouTube
Whether it’s turning to YouTube as an education tool to get things done, as inspiration to follow passions, or as entertainment to reconnect with their past, YouTube plays an increasingly important role in the lives of Gen X, and, in fact, with Aussies overall. It takes time to reach your audience organically, but constant posting of new videos, live broadcasting and keyword-rich descriptions of each video will eventually pay off.
If Gen Xers are part of your target audience, YouTube videos with clear CTAs (call-to-action) or with high-conversion landing pages can help you achieve reach and engagement if you craft the message around:
The beauty of YouTube is that you can also advertise and tailor your approach to reach the specific audience you care about. Whether that's a broad audience like Gen X or a niche audience like "motorbike riders who knit," the platform offers advanced audience solutions and unique insights that can help you connect with your prospects on YouTube.
P.S. Watch how Dwayne Collins made a prosthetic eye for his daughter after watching a after watching a British ocularist give a detailed overview of his process on YouTube.
'Writing comes more easily if you have something to say.' (Sholem Asch).