Tips for Marketing to Baby Boomers on Social Media
If you serve Baby Boomers, you may have been told (in error) that you “can’t market to them on social media.”
Not true! Baby Boomers are some of the most responsive audience members on social channels—you just have to know where they hang out and what kinds of language and campaigns to use to capture their attention.
Let’s take a look at some tips for marketing to Baby Boomers.
Where do Baby Boomers hang out online?
The Baby Boomer generation prefers Facebook by a big margin. The other major platforms, ranked in order, are Pinterest, Instagram and LinkedIn (with the final two being basically a tie).
Do they like social media?
More than their younger counterparts! A whopping 84% of Baby Boomers say social media is likely to improve their lives. That’s probably because they use the platforms to connect with loved ones and have positive feelings associated with their online interactions.
For comparison, about a third of millennials are pessimistic about social media and feel that it makes their lives worse.
How much time do Baby Boomers spend online?
You might be surprised: a full 27 hours every week—that’s two hours more than Gen Z and Millennials. Baby Boomers are information seekers. They read a lot (much more than younger folks) and are always on the hunt for answers and new information. They will go above and beyond to satisfy their curiosity, reading from multiple sources, for instance, to gather a full range of information on a topic.
Part of the reason they spend so much time online is that they’re incredibly tech savvy. Almost all Baby Boomers use search engines, communicate via email, and shop online. (In fact, they make more online purchases than Millennials.)
They’re not phone users, though. Most spend the majority of their time online at a desktop computer.
How should I communicate with Baby Boomers online?
Communicate authentically, with an eye toward respect and mutuality.
Scratch the stereotypes
You should never stereotype anyone, of course. But it’s especially important to remember with Boomers. Don’t categorize them as “old,” “elderly” or in their “golden years.” Many Baby Boomers are in a prime season of their lives—with successful careers, full bank accounts, and rich family lives. Don’t make it sound like they’re “over the hill” (another phrase to avoid).
Get practical
Baby Boomers buy products that are clearly useful. They don’t respond as well to marketing that appeals to emotional benefits. Find ways to highlight a product or service’s function in your content.
Everybody loves video
More than half of Baby Boomers watch video online, many of them (43%) on Facebook. Video is also easily shareable and a great way to reach this age bracket—Boomers are 19% more likely to share video online, compared with other age groups. Create videos with a slower pace and skip the social media slang (Boomers don’t understand most of it and won’t relate).
Go organic
Boomers raise an eyebrow at retargeted ads (when a brand finds a visitor to its website over on Facebook or another platform). It feels like a (creepy, invasive) overstep to them. They vastly prefer to connect with a brand organically.
Influencers are for Boomers, too
Many of us think of “influencers” as Millennials—because 54% of them fall into this age range. In fact, just 1% of influencers creating sponsored posts in 2019 were age 50 or older. But just like other social media users, Baby Boomers respond well to seeing themselves represented online. Well-placed influencer marketing campaigns could have a huge effect.
In short, if you remember where your ideal Baby Boomer clients are online, how they like to share and engage, and communicate with them respectfully, you have a great shot at making meaningful connections with Boomers on social media.
