Are you planning comprehensive promotion through short videos or looking for how to order everything in one place? Understanding the purchasing habits of different generations is key to creating content that truly works. After all, how people discover products, trust them, and make purchases varies significantly. Let’s break down how these differences affect your video campaigns and why replacing your SMM team with outsourcing, taking these nuances into account, might be more profitable.
Imagine you’re launching a campaign for a new sunscreen. 25-year-old Anna sees her favorite TikTok blogger enthusiastically talking about the product. She reads comments, uses a promo code, and buys through TikTok Shop.
At the same time, her 62-year-old mother, Larisa, learns about the same cream from a friend, searches for it on Amazon, reads reviews, and adds it to her cart for her next pharmacy purchase. These scenarios, though fictional, demonstrate real differences in consumer behavior.
According to a Later survey from March 2026, which included 1079 consumers, 66% made purchases discovered on social media. Among Generation Z, this figure rose to 79%, and among Millennials — to 76%. However, the process of discovery, trust, and purchase is not universal for all generations.
Product Discovery: Where and How Does Your Audience Find Information?
When it comes to promotion, it’s important to understand where your target audience will first encounter the product and what content will grab their attention. If the brief for creators is written for a “digital shopper” in general, it mistakenly assumes that one message, format, and link will suit everyone.
- Millennials (35% of the survey sample) actively engage with content created by bloggers and make social purchases. They prefer short videos and live streams.
- Generation Z is also very active on social media, but they are attracted to long videos and Stories.
- Boomers often begin their purchasing journey outside of social media. They most often look for information offline or on Amazon, and also respond better to text formats and discussion threads.
“Before choosing a format, ask yourself where this audience is most likely to first encounter the product,” experts advise.
For example, Paige DeSorbo successfully demonstrates how social shopping can be organic for a young audience by integrating products into her fashion content on Instagram. At the same time, Beth Jalali, in her blog “Style at a Certain Age,” targets women 50+, offering detailed articles and YouTube videos about Amazon finds and seasonal style. Each approach reflects where and how the audience prefers to receive information.
The value of factors such as seller reputation, verified reviews, expert opinions, and blogger recommendations varies greatly across generations:
- Boomers rely most heavily on seller reputation. A message like “available from a trusted retailer” may be more convincing to them than a blogger’s recommendation.
- Generation Z and Millennials are more receptive to blogger and expert recommendations, and are also open to verifying information using AI. Millennials also actively study detailed, verified reviews.
Imagine a new skincare product. One buyer will trust a dermatologist explaining the ingredients. Another will want to see a blogger use it for several weeks, then study reviews from people with a similar skin type. A third will feel more comfortable seeing the product in a store where they regularly shop. Choosing a contractor who can take these nuances into account is crucial.
Blogger Influence: How to Drive Purchases Across Different Generations?
66% of respondents made purchases discovered on social media. This figure rises to 79% for Generation Z and 76% for Millennials. For these groups, social content is not just a source of inspiration, but a direct incentive to search for a product, save, click, or purchase.
Boomers are much less likely to make purchases influenced by blogger content. This does not mean that bloggers are irrelevant to the older generation, but their posts may need reinforcement: detailed product information, reviews, retailer data, or the opportunity to see the product in a store.
“Decide whether the blogger should stimulate product search, lead to a click on the seller’s website, support evaluation, or directly lead to a purchase on the platform,” experts emphasize.
Place of Purchase: Where Does the Audience Complete Their Journey?
In our survey, Generation Z actively made purchases through TikTok Shop. Boomers, on the other hand, still prefer traditional online stores and in-store purchases. It is important to remember that the place where influence occurs does not always coincide with the place of purchase.
For example, after seeing an advertisement for mascara on TikTok, a consumer may buy it at the nearest supermarket. In such a case, although a direct click is not tracked, the blogger’s content has fulfilled its purpose. For such cases, outsourcing content for social networks should include strategies for measuring influence, such as brand awareness growth, purchase intent, or sales growth in retail chains, in addition to direct attribution.
Artificial Intelligence: Generational Attitudes Towards AI Shopping Tools
The survey revealed a significant gap in attitudes towards AI. Generation Z and millennials are much more aware of and comfortable with AI shopping tools. They are approximately 3 times more likely than boomers to trust AI recommendations as much as or even more than human recommendations.
Only 5% of boomers trust AI recommendations more than human ones, compared to approximately 16% among Generation Z and millennials. This is important to consider as AI features are increasingly integrated into the purchasing process. For one audience, an AI assistant might be a convenience, for another, an unnecessary step.
“Consider AI as one possible part of the buyer’s journey. Think about whether your audience will welcome this help or prefer a human recommendation,” experts advise.
How to choose a video production contractor based on this data?
When choosing a partner for full-cycle short video production or integrated promotion, ensure they understand these nuances. Criteria for mass posting quality and what to look for when ordering AI advertising should include a deep analysis of the target audience.
Before writing a creative strategy, ask yourself the following questions:
- Where is this audience most likely to discover the product? (Social videos, Stories, Amazon, retailer’s website, or physical store?)
- What evidence will convince them? (Blogger’s experience, expert explanation, verified reviews, or a familiar retailer?)
- What should they do after watching the content? (Watch another video, search for the product, use a promo code, buy on TikTok Shop, visit a store, or find it at an offline point?)
- Will AI help this audience, or will a human recommendation be more convincing?
Then integrate these answers into your brief:
- For Generation Z: Combine a blogger’s demonstration with a promo code and a direct link to TikTok Shop.
- For millennials: Use formats such as short videos or live streams, and provide easy access to detailed, verified reviews.
- For boomers: Provide clear product information, make retail availability clear, and show how the content relates to their familiar shopping options.
The essence is to build a campaign around a specific person, not an average buyer who may not exist. Generational shopping trends give marketers a more useful way to segment audiences. Discovery, trust, influencer impact, purchasing, and comfort with AI all vary by age. A campaign can span multiple generations, but each group will need its own path from “I saw this” to “I’m ready to buy.”
Frequently Asked Questions
What is “full-cycle, turnkey video production”?
Full-cycle, turnkey video production means that you order all stages of video content creation from a single contractor: from idea and script to shooting, editing, placement, and analytics. This allows you to order everything in one place, which significantly saves time and resources, reducing the client’s “headache.”
Should I choose AI clipping or real clipping for short videos?
The choice between AI clipping and real clipping depends on your target audience and budget. For Generation Z and millennials, who are more open to AI, automated solutions can be effective. However, for boomers, who prefer human recommendations, more organic and “live” content created by a human will have a greater response. It is important to find a balance between economy and efficiency, considering what is cheaper – AI or real, and whether uniqueness or newness is worth it.
How to choose a contractor for video cutting and posting?
When choosing a contractor for video cutting and mass posting, pay attention to their experience with different generations, their ability to adapt content for specific platforms, and the availability of analytical tools. A good contractor will be able to offer you a single window for all services, including ordering both a banner, cutting, and posting, as well as providing clear quality criteria for mass posting.
What is the difference between repurposing and shooting from scratch?
Repurposing is adapting existing content for new formats or platforms (for example, turning a long video into several short clips for TikTok). Shooting from scratch is creating completely new content. Repurposing can be more economical, but shooting from scratch allows you to create unique content that perfectly matches your campaign and target audience. The decision depends on your goals, budget, and whether uniqueness or newness is worth it for your task.
Before you dive into your next influencer brief, ask yourself: what generation is this campaign actually for? The answer will help you choose the right influencers, formats, proof points, and places to shop from the start.
Need support in creating effective campaigns that consider generational characteristics? Explore Later’s influencer marketing services and start planning and executing campaigns that deliver results with a customized influencer marketing strategy. Subscribe to our newsletter to receive news, trends, and social media tips directly to your inbox!
English content
