Our top 5 ways to target the over 50s on social media

If you’re trying to target over 50s with your marketing, then you might think social media isn’t the best channel to promote your product or service on. Although this generation might not have grown up with smartphones and social media like Millennials or Generation Z, many over 50s have embraced and regularly use this technology.

According to Ofcom’s 2020 report, 82% of 45 to 54-year-olds and 55% of 55 to 64-year-olds have a social media profile. Even though the proportion of social media users drops in older age groups, the baby boomer generation accounts for a third of the UK population and is one of the country’s wealthiest demographics, particularly in terms of disposable income.

So, even if the over 50s aren’t one of your main target markets, reaching out to them on social media could still offer significant revenue opportunities, but how do you do this effectively? Here are five top tips.

#1 Choose the right platform
If you’re already running some ads or promoted posts across social media channels, then you might be able to gain your own insights on which channels and types of content your over 50s audience are engaging with most.

However, if you’re just starting out, then national surveys and statistics suggest Facebook, WhatsApp and YouTube are the most-used platforms in this age group. This data also suggests that developing video strategies for these platforms may be the most effective, with many over-50s heading online to watch streamed or on-demand content.

#2 Give lots of product information
For the baby boomer generation, finding high-quality products or services is a key priority. They also like to feel in control of their purchasing decisions, are sceptical of ‘spam’ advertising, particularly online, and hate being served content that they feel is irrelevant.

With 69% of over 50 users following companies and brands to find out more about their products and services, fulfilling this generation’s need for clear, transparent benefits is key. In short, prioritising content over ads and retargeting within your marketing budget is likely to be a more effective strategy with this target audience.

#3 Get real recommendations
Similarly to the Millennial generation, the majority of Baby Boomers are more likely to buy from a brand that is trusted by someone they know. This means getting real reviews and encouraging your current boomer customers to recommend you is a great way to tap into this consumer group.

Just as with other generations, social media influencers are a growing trend in this age group, with a number of people aged over 50 taking to platforms to tackle stereotypes and recommend their favourite products and services. Depending on your budget, this might be an effective tactic for you to consider.

#4 Prioritise quality customer service
Although baby boomers are one of the most potentially profitable and loyal target audiences, they’re also one of the trickiest to satisfy. Key to capturing and keeping over 50s is good customer service. When it comes to your social media, this means:

Ensuring any social media messages or comments are addressed in a timely fashion.
Making communication with your customer service or sales team open, transparent and easy.
Keeping your information and communication consistent across all your channels.

By doing this, you’ll build trust in the eyes of these customers and start gaining their custom and loyalty.

#5 Focus on omnichannel experience
To really engage with this target audience, you need to consider more than just your social media strategy. With baby boomers outspending millennials online by 20%, optimising your website and digital channels is key to carving a share in this market.

Making your CX as easy and accessible as possible will make boomer buyers more likely to return in the future. Ensure any conversations your over-50s customers have with your team are recorded and shared so they don’t have to repeat themselves, and make any information or messaging consistent. Trust, reliability and transparency can be achieved through omnichannel experience and are key to attracting customers in this age group. 


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