Instagram for millennials, Facebook for boomers, and TikTok for Gen Z? It would be nice that easy. While some are scrolling through YouTube and others are lingering on Facebook, an invisible rift runs across the media world: Target groups tick differently — not by channel, but by cohort. This is shown by YouGov's Media Consumption Report 2025 and a recent study by Dentsu. If you want to remain relevant as a brand, you need to understand how content is consumed, contextualized — and commented on.
Gen Z: Between Feed and FYP
Hardly any other target group challenges brands as Gen Z. It is demanding and fast-moving. She not only consumes differently, she also expects more — more authenticity, more storytelling, fewer phrases. And it follows clear social media hotspots: YouTube (83%), Instagram (82%), TikTok (48%) are at the top, according to YouGov. What works is proximity instead of narrative, people instead of brands. The recommendation of a nano creator beats any generic claim — because it sounds like real experiences. It's no wonder that, according to Dentsu, 92% of Gen Z are more likely to trust influencers than brand messages. Trust is the new conversion.
Baby Boomer & Co: TV remains the trump card
While Gen Z swipes TikToks, the 60+ generation remains loyal to linear TV. 62% of Germans watch television every day, with Baby Boomers making up 35% of this group. Facebook is clearly number one for them on social media with 67% — Instagram (28%) or TikTok (13%) barely play a role.
Millennials: Between podcast and prime time
Millennials, on the other hand, are the hybrid among the target groups: social media savvy, podcast-loving and at the same time open to on-demand TV. Youtube and Instagram are also ahead here, but Facebook remains surprisingly stable with 55% usage.
What does that mean for campaign planning?
Understanding target groups means understanding platforms — and vice versa. It's no longer enough to simply run social ads. The decisive factor is which content works where how — and why. Media diversity 2025 requires tailor-made strategies that intelligently combine age cohorts, contexts of use and touchpoints.
Keyword: cross-channel convergence. The key lies in the skilful combination of CTV, influencer collaborations, dynamic social ads and data-based targeting — in the appropriate format and channel for every target group.
From target group knowledge to impact
If you want to get through with advertising, you need more than media budgets and reach goals. It's about tailor-made connections — between platforms and personas, messages and moments, brands and people.
This is exactly where adlicious comes in: with data-based media planning, creative advertising solutions and its own ad tech that not only plays off, but also understands. We don't think of target groups in terms of segments, but in terms of opportunities — and translate insights into impact.
Campaigns that convert? Nice. Campaigns that connect? Even better.
Looking for someone who can do both? Let's talk.
