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Baby Boomers are no longer new to social media networks. Many have adopted apps such as Facebook, Instagram and Twitter in their daily lives, yet marketers are still hesitant to market to this demographic, thus neglecting an audience of more than 76 million people in the US. In this month’s roundup, we look at why marketers should target older adults through social media, and the best ways to do so.

1. Using Data to Target Different Demographics Through Social Media Networks

An example of a Facebook ad by Creating Results using lifestyle imagery and copy that promotes vibrant independent living to appeal to the desires of the target market.

Marketing to different demographics through social media networks offers a unique set of challenges: messaging that resonates with Millennials may not resonate in the same way with their Baby Boomer counterparts. That’s why knowing your audience is a vital part of creating content that converts.

AdWeek offers insights into four ways you can use data to influence your prospects during their purchase journey.

Related: Check out Creating Results Senior Client Services Director Beth Mickey’s recent blog post offering insights into social media network usage by age group.

2. Baby Boomer Women Are an Untapped Market   

Female Baby Boomers will control 70% of America’s wealth over the next decade, but only 5% of advertising is geared toward them, according to CBT Automotive Network. The numbers don’t lie: marketers should be targeting this demographic. And one of the best ways to do so is through social media, with Facebook and Pinterest being among their preferred channels.

Find out more about why and how you should target Baby Boomer women in your advertising in this CBT Automotive Network article.

3. Thinking Beyond Millennial Influence

Influencer marketing is a tactic that’s been growing in popularity in the industry, though it’s typically associated with Millennials. According to Danielle Wiley, Founder and CEO of influencer marketing agency Sway Group, when implemented correctly, influencer marketing can be one of the most effective ways of swaying your target audience, even older adults, to your product.

Find out about the steps to take when using influencer marketing to target Baby Boomers the right way from Forbes.

4. Baby Boomer Women: The Accidental Social Media Icons  

The term “social media influencer” likely brings to mind images of celebrity-like 20-somethings seen as cool by their thousands, sometimes millions, of followers. But Baby Boomers are taking to these social media platforms, including Instagram, and becoming influencers in their own right.

Find out more about the next wave of influencers — cool, fashionable women over 60 — in this article from Next Avenue.

5. Baby Boomers Get the Picture

Social media networks, including video streaming platforms such as YouTube, are still being overlooked by marketers targeting Baby Boomers, according to Forbes. Yet, according to a recent Google/Ipsos study, 50% of Baby Boomers watch videos online. Couple that with the fact that the YouTube view rate for Baby Boomers is 10% higher than that of Millennials, and it’s easy to see why marketers should leverage these channels to reach older audiences.

Find out why video is so popular with Baby Boomers and the benefits of video marketing in this article from Forbes.

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About The Author

Kevin Williams

As Manager, Copy & Content, Kevin works with client services, creative and media to produce copy and content solutions that meet the unique needs of each client.