Updated: Nov 20, 2022
How much time do you think the average 65-year-old spends on social media? They are probably spending much more time on social media than you’d think! The Baby Boomer generation is comprised of people born between 1946-1964, currently between the ages of 58-76 years old. While younger people, particularly Gen Z, are typically considered to be the most tech-savvy and social media-oriented generation, there has been a recent boom in baby boomer social media activity – thanks in large part to the pandemic and nationwide lockdowns.
Baby Boomers & Social Media Usage:
Spend 4 more hours online weekly compared to in 2020.
Increased social media usage by over 66% compared to in 2020.
92% have a Facebook account, and 78% use Facebook regularly.
84% believe social media has a positive impact on their lives.
Socializing and interacting with family and friends
Researching products and services (including related discounts and coupons)
What does this all mean? In a nutshell: Don’t ignore baby boomers when it comes to your digital marketing strategy! Include content that older adults find relevant and interesting, and be sure that your design is accessible as well.
Focus on well being, increased quality of life, functionality, and health.
Emphasize great user experience – baby boomers in particular are more likely to trust a brand based on great reviews and recommendations, as well as most likely to stop frequenting a business after a poor experience.
Videos & Blogs – Though all generations prefer video content, baby boomers are also likely to read blogs when conducting brand research. Cross-post blogs from your website to your social media, just make sure your links are clear and easy to navigate.
Specials & Promotions – Baby boomers are budget conscious and regularly search for discounts and deals.
Authenticity – All social media users value authentic, genuine and straightforward content, but it is especially vital for baby boomers who may still have a ways to go to fully trust social media and online content.
Include Long-tail Keywords – Baby boomers are more likely to use full sentences when searching for products and services online.
Easy-to-read font size and type.
Contrasting colors for background and text.
Intuitive Design – overall ease of navigation and use.
Blend Newer and Traditional Marketing – For example: post-well-designed, easy-to-follow videos on your social media and website, but also make sure to provide well-designed, easy-to-read physical pamphlets and brochures in-office.
Regularly Update your business’ Facebook account and website – meet your prospective customers where they already are and are likely to visit when conducting research for services like yours.
Baby Boomers and older adults are on social media far more than most people assume, and far more than they ever have been before. With about 70 million baby boomers in the United States – over 21% of the total population – it would be a dire mistake to ignore their influence when it comes to your practice’s digital marketing plan!
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