Marketing Tips for Targeting Older Demographics
By Anne Leonard
Older demographics, including baby boomers and those of Gen X, are often less discussed when it comes to modern-day marketing strategies. While targeting millenials and Gen Z is important, the older demographics should be on your marketing radar, too. Here are a few marketing tips and statistics to keep in mind when targeting this unique audience.
A study conducted by the Pew Research Center found that Facebook is the most used social media platform for ages 50 and up. Since Facebook encourages more article sharing and other media (versus personal information), it’s more popular among the older demographics. Businesses have found that posting news stories on Facebook is the best strategy for reaching them.
LinkedIn can be a great platform for you to have successful business offers. On the other hand, if you’re looking to raise awareness for your personal products, you’ll have better luck promoting with Facebook. Though when it comes to older audiences, a much smaller percentage of this group uses LinkedIn, so this would not be the best method for your marketing strategies.
Businesses have found Twitter to be a helpful social platform when targeting the older generations via the Twitter chats, or hashtag discussions, specifically. However, it is important to note that there are less Twitter users in general compared to other platforms.
Ask yourself if women are a core part of the older demographic group that you are targeting. Then Pinterest might be your best bet. Similar to Facebook, the older audience can easily share media that interests them. To be successful with Pinterest, carefully consider your product photos, diagrams and other content you can share on this platform.
All in all, Facebook and Pinterest are the social media platforms that you should keep at the forefront of your marketing strategies when targeting older audiences.