Marketing to Baby Boomers? Start with Facebook and Youtube

Marketing to Baby Boomers? Start with Facebook and Youtube

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By: 321

February 8, 2019

With more than 70 million millennials currently in the United States, millennials currently make up the largest living adult generation. Given this, it comes as no surprise that marketing to millennials has become one of the central topics inspiring thousands of think pieces and business blogs throughout the internet. 
Everyone seems to be trying to get a piece of the millennial pie, but in doing so, many marketers are overlooking another digitally savvy generation — baby boomers. 
In 2017, Americans over the age of 55 accounted for 41.6 percent of consumer spending. However, baby boomers are reportedly not spending as much on material items like clothes and cars so much as they are for services, such as travel, entertainment, and most of all, healthcare.
This makes it imperative for the millennial and Gen X marketers who are creating and optimizing campaigns for healthcare services and Annual Enrollment Periods to be able to effectively reach boomers.

In 2017, Americans over the age of 55 accounted for 41.6 percent of consumer spending. However, baby boomers are reportedly not spending as much on material items like clothes and cars so much as they are for services, such as travel, entertainment, and most of all, healthcare.
This makes it imperative for the millennial and Gen X marketers who are creating and optimizing campaigns for healthcare services and Annual Enrollment Periods to be able to effectively reach boomers. 
 

MARKETING TO BOOMERS ON FACEBOOK

Currently, there are more people over the age of 65 that are active on Facebook than there are active users under the age of 18. This is a statistic observed not only in the United States, but in other developed nations as well.

According to a study by Pew Research Center, older generations have had significant growth in their adoption of technology from 2005 to 2018, with 67 percent of baby boomers reporting that they own a smartphone, and 57 percent reporting that they use social media.

Baby boomers gravitate towards Facebook in order to keep in touch with their friends and family and to reconnect with those that they perhaps might have not seen in a long time. Of the 57 percent of seniors that use social media, 70 percent report that they log into Facebook on a daily basis. 
Seniors are not only logging into Facebook daily, they’re also 19 percent more likely to share content than any other generation. So if you thought seniors were digitally inept, think again. Facebook might just be the most important key to reaching boomers.
 

VIDEO MARKETING TO SENIORS


Connected devices and digital content is growing in popularity across all demographics, including seniors, each year. While traditional TV still accounts for a majority of seniors’ viewing time, digital content is a significant portion of their viewing habits.
On average, boomer audiences tend to be drawn to written content and video when researching products and services online. Although they will occasionally make an impulse buy, the more important purchase decisions are made after countless hours of research and consideration of options. 
Because 82 percent of this demographic uses the internet to research health and wellness, marketers need to ensure that they’re using a highly targeted, informational approach to their healthcare video campaigns. 
In terms of video length, marketers know that short-form is typically the preferred method. According to MediaPost, videos that are between 30 to 60 seconds long are effective in maximizing views, while those that are 60 to 90 seconds are effective in maximizing shares. 
Target a video campaign to boomers on Facebook, and you’re on your way to a killer healthcare marketing strategy.

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