Social media targeting for baby boomers

When it comes to social media, the first generation that springs to mind is millennials, followed by Gen Z. According to a study by Security.org, baby boomers appear to be using social media on a regular basis, with a large number of boomers believing that social media is likely to improve their life. So, how effective are digital marketing strategies targeting baby boomers?

Who are baby boomers?

Between 1946 and 1964, the baby boomers were born. Their ages range from 57 to 75 years old and make up roughly 14.3 million (21.3%) of the UK population. Baby boomers are living longer and healthier lives, and they make up a sizable portion of the social media population (mainly Facebook).

Are baby boomers using social media?

Boomers are very much active on social media. They spend an average of 1h 45m each day on different platforms, so it’s clear to see that usage among baby boomers is high. Each day, they spend an average of 1h 45m on Facebook and Instagram. When compared to millennials, they are 19 percent more likely to share material and 58 percent more likely to go on to a brand’s website from a social post, according to data. WhatsApp is used by 63 percent of the Baby Boomers surveyed, while YouTube is used by 57 percent.

Is Facebook only for boomers?

Other social media platforms, such as Twitter and Instagram, are less popular among Baby Boomers.

It’s worth noting that this generation is the most active on Facebook, with 92 percent of those polled having an account.

This generation utilised social media primarily for fun and to stay in touch with friends and family, therefore they are likely to be following individuals they know. Boomers are also more likely than any other generation to follow companies and television channels (compared to interests like, musicians, influencers or meme accounts).

However, Facebook has 2.85 billion monthly active users and 1.88 billion daily active users. This indicates that the platform caters to a diverse demographic.

A quarter of Facebook’s advertising audience is between the ages of 18 and 24, while the younger group has a tremendous potential reach of 109 million users between the ages of 13 and 17. So, while the baby boomers are active, there are lots of people of all ages scrolling through their feed.

Image of a finger clicking the Facebook icon on an iPad screen.
Baby boomers using social media

Why target baby boomers on social media?

Money isn’t an issue for the vast majority. With an estimated 1 in 5 boomers classified as millionaires, it’s no surprise that they like the finer things in life. They are an attractive target market for brands, particularly those focused on vacations and new life experiences.

In 2020, boomers outnumbered millennials in online shopping. They usually have more disposable money, which allows them to spend more on higher-end items such as wine and home furnishings.

How do I target baby boomers on social media?

Make use of videos! 54 percent of baby boomers watch videos on the internet, with 43 percent choosing Facebook as their favourite video channel. Videos aid in the retention of knowledge while also being more interesting.

Boomers are more likely to conduct research before making an online purchase. They feel more in control of their shopping decisions when they search for cheaper alternatives or discount codes. Continue to run campaigns and provide specific offerings for this age group.

This age demographic values transparency and strong customer service, with 64 percent responding that quick customer service would make them select one organisation over another.

This audience can be won by combining new and traditional marketing techniques. Positive feedback and word of mouth are extremely crucial; 87 percent of people are more likely to buy from a brand if someone they trust suggests a product or service.

A great social media campaign example targeted to baby boomers

The Age Perfect skin care line by L’Oréal is aimed towards older ladies over 50. They ran a fantastic campaign that addressed the beauty industry’s fixation with youth. Their goal is to make elderly ladies feel beautiful while challenging industry stereotypes. To address these challenges, L’Oréal teamed up with British Vouge to create ‘The Non-Issue Issue,’ a special magazine edition featuring inspiring celebrities who empower women over 50.

Read more about Vogue and L’Oréal’s campaign here;

A pretty, old lady relaxing at home.
Baby boomers using social media.

To conclude

Tactical and strategic marketing should be the focus of generational marketing. Online shopping and social media are used by people of all ages, but depending on your target age group, the necessary efforts should be made to receive the greatest results. The one takeaway from this article is that baby boomers are worth marketing to!

Thinking of targeting a younger generation? Check out our blog on TikTok tips for a digital marketer!

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