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5 Ways to Pivot Your Social Media Strategies to Appeal to Senior Users

Phillip Reinhardt

Millennials are one of the most coveted – but difficult to attract – generations for digital marketing professionals. This demographic is educated, technologically savvy, and have the ability to make or break a brand digitally. However, a new survey from the Pew Research Center shows that Millennials might have some competition, as the social media presence of Americans 65 years and older is on the rise.


The report indicates that social media usage among seniors has more than tripled over the last five years. Today, 35% claim to have a social media presence, which is a massive spike from 11% in 2010 and just 2% in 2005.


“While usage among young adults started to leveled off as early as 2010, since then there has been a surge in usership among those 65 and older,” the report said.


According to Social Times, there are some ways to make your brand’s social media presence appeal seniors, whose digital numbers are expected to grow to 55 million by 2020.


1. Images

Studies show that the majority of seniors view themselves as 20 years younger than their actual age. When choosing images on social media, try to maintain a youthful spirit.


2. Long attention spans

Seniors stay on web pages much longer than their younger counterparts. Try to create detailed content that they’ll enjoy reading.


3. Avoid the hard sell

Seniors are not dumb, and as a result, they can pick up on outright marketing pretty easily. Instead, try to posit problems and provide solutions with your content.


4. Build trust

Many seniors make their purchase decision based on perceived relationships with brands. Make your social networks providers of relevant information before going in for the soft sell.


5. Be a storyteller

Case studies are incredibly appealing to seniors. Telling a story with broad application, while keeping it simple, you will speak volumes.

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