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How to Engage Baby Boomers on Social Media

Apr 10, 2018 9:00:00 AM

How to Engage Baby Boomers on Social Media


It’s easy to assume tools like Facebook, Twitter and Instagram are best reserved for brands with Millennials and Gen Zers as customers, but older generations are more active on social media than you might think. In fact, 82 percent of Baby Boomers belong to at least one social media site, and they’re 19 percent more likely to share content on those sites than any other generation around.

This makes social media a prime tool to both reach potential Boomer clients and build brand loyalty among the Baby Boomer generation.

Still, Boomers’ mere presence on social media doesn’t mean you’ll automatically see results by diving in. Boomers interact on social platforms in unique ways when compared with other generations, and falling in line with these trends is crucial if you want to resonate and make a connection with them.

Want help engaging Baby Boomers on your various social media channels? These tips can help.

How to Engage Baby Boomers on Social Media

Focus on Facebook.

Facebook is, by far, the most popular social platform with Baby Boomers. A whopping 72 percent of all Boomer internet users are on Facebook, compared with just 28 percent on Pinterest, 24 percent on LinkedIn, 21 percent on Twitter and 18 percent on Instagram. It’s also the most preferred network among Boomers, with 65 percent saying it’s their favorite social platform of choice.

Here are some other important stats to note about Baby Boomer Facebook usage, from Sprout Social’s recent report:

  • They tend to follow brands before their purchase a product, meaning they’re looking to learn about the brand, read reviews and gather information before they put down money. Make sure you offer plenty of insight into your company and products on your page.
  • They’re looking for a mix of deals, promotions and They’re not really interested in entertainment or contests in the social sphere, instead looking for value – both informational and financial
  • They’re mostly social observers. They don’t like, comment or interact with posts much, so don’t take silence as a bad sign. They check Facebook often (typically daily), and are likely seeing your posts and enjoying your content in the background.
  • They’ll unfollow you if they see lots of useless posts and spam. Keep your posts informational and educational, and make sure you’re providing value every time.
  • If they follow you, they’re willing to purchase from you, so always include a call to action or a link to your offerings. Point them toward the action you want them to take, and you’ll see much better results.

Keep these trends in mind as you build out your Facebook content, and consider using paid advertising on the platform as well. As long as you choose the right targeting, creative and messaging, a paid campaign can deliver serious results without a lot financial investment. It can also allow you to hone in on specific segments of Boomers, like those in certain age groups, geographic locations or genders.

Try Gender Targeting.

Women tend to use social media more than men – and that’s especially true of the Boomer generation. In fact, female Baby Boomers are 26 percent more likely to share content daily than males are. Use this to your advantage by sharing information that’s relevant to your female followers. What health issues and family concerns are they dealing with? What movies and music are they tuned into? What’s going on in their lives that you could help them with? Tap into your female audience, and give them content they need and can use in their daily lives.

Post Educational Content.

Baby Boomers aren’t looking for fluff, and they don’t like to have their valuable time wasted. They use social media to get relevant, timely information that’s important to their lives – and the lives of those they hold dear. They’re big on sharing, too, so make sure you post content they can pass on to others in their networks, including friends, family and colleagues of all ages and generations.

How to Engage Baby Boomers on Social Media

Be Positive.

Boomers are tired of all the arguing and pettiness that goes on in social media, and they long to see happy, positive news on their feeds. They’re particularly fond of posts that drive emotional responses – tear-jerker videos, photos that remind them of their grandchildren or loved ones, and content that comes with a sense of nostalgia and reminiscence. Make them happy to be following your brand, and give them content they can use to make those in their networks happy, too.

Include a Call to Action

Baby Boomers are a straightforward bunch. Tell them what you want them to do, and they’ll be more likely to do it – plain and simple. Want them to fill out your poll? Share your photo? Give you their opinion? Don’t beat around the bush. Simply ask them to do, and then give them a reward when they follow through.

If you have a brick-and-mortar location, make sure to drive them there as well. According to stats, 41 percent of Boomers are more likely to visit a retailer or store in person after connecting with them on social. That’s some serious potential for foot traffic.

How to Engage Baby Boomers on Social Media

Seniors Are on Social – and You Should Be, Too

The moral of the story’s simple: Baby Boomers are big social media users, and if your organization is looking to reach today’s seniors, you should be, too.

Do you want help optimizing your social strategy to fall in line with Baby Boomer preferences and trends? Let us lead the way. Contact Outlet Creative Group today to get started.


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