Social Media Marketing for Boomer Audiences

One demographic that should not be overlooked in your social media marketing strategy is the baby boomer generation.

These individuals, born between 1946 and 1964, represent a significant portion of the population with unique characteristics and preferences.

While often thought of as technologically distant, boomers are actively participating in the social media landscape.

This article gives you some effective strategies for targeting and engaging boomers on social media platforms, based on their platform preferences, behaviors, and interests.

Platform Selection and Use Behavior

Baby boomers are spread across various social media platforms, with certain platforms being more popular than others. 

Facebook

Historically, Facebook has been the most popular social media platform among baby boomers. A significant portion of this demographic actively uses Facebook to connect with friends and family, share updates, and engage with content.

YouTube

YouTube has also gained popularity among baby boomers. Many boomers use YouTube to watch videos related to their interests, such as tutorials, travel vlogs, and entertainment content.

LinkedIn

LinkedIn has seen a notable increase in usage among older professionals, including baby boomers. It is often used for networking, job searches, and sharing industry-related content.

Instagram

While Instagram tends to have a younger user base, some baby boomers have started using the platform to share photos, connect with family members, and follow interests.

Twitter (Now X)

Twitter's usage among baby boomers has been relatively lower compared to other platforms. However, some boomers do use Twitter to stay updated on news and trends.

Pinterest

Pinterest is also used by a portion of baby boomers, particularly for collecting and sharing ideas related to hobbies, recipes, and home improvement.

Keep in mind that the adoption of social media platforms can vary among different age groups within the baby boomer generation. Additionally, as time progresses, older individuals may become more familiar with and active on various platforms due to increased digital literacy and changing social trends.

Types of Media and Posts  Boomers Like

Want to win the lavender crowd? Here are some tips on the types of media and posts that boomers respond well to.

Nostalgia-driven Content

Boomers enjoy content that triggers feelings of nostalgia. Share posts that showcase historical events, music, and trends from their youth.

Family-Centric Content

Highlight family-related content, such as grandparenting stories, family gatherings, and parenting tips.

Educational Content

Boomers are avid learners. Provide them with informative content on various topics, including health, finance, and hobbies.

Inspirational Stories

Share success stories, both personal and professional, to inspire and uplift them.

User-Generated Content

Feature user stories, testimonials, and reviews to build trust and authenticity.

Optimal Times for Engagement

Boomers tend to be more active on social media during specific time slots:

• Mornings: 7:00 AM - 9:00 AM
• Lunchtime: 12:00 PM - 1:00 PM
• Evenings: 6:00 PM - 9:00 PM

Engagement Metrics

Key metrics to track for boomer-focused social media marketing are the same as any other demo:

1. Click-Through Rate (CTR): Measure the effectiveness of your call-to-action buttons and links.

2. Likes and Shares: These indicate the resonance of your content with your audience.

3. Comments: Engage in conversations to build relationships and gather feedback.

4. Follower Growth: Monitor your follower count and analyze the growth rate.

15 Tips for Effective Social Media Marketing to Boomers

Here are some time-tested ways to be effective on social with boomers.

1. Understand Their Preferences: Tailor your content to their interests and values.

2. Simplify Language: Use clear and straightforward language in your posts.

3. Visual Appeal: Utilize images and videos to capture their attention.

4. Leverage Nostalgia: Tap into their past experiences with nostalgic content.

5. Provide Value: Share informative and relevant content to establish authority.

6. Use Testimonials: Showcase real-life success stories and testimonials.

7. Engage in Conversations: Respond promptly to comments and messages to foster connections.

8. Highlight User-Generated Content: Feature posts from satisfied customers.

9. Incorporate Humor: Share light-hearted and relatable humor.

10. Promote Events: Inform them about local events and gatherings.

11. Avoid Jargon: Minimize technical language to enhance accessibility.

12. Encourage Sharing: Create content that they would want to share with their peers.

13. Run Contests and Giveaways: Engage them through interactive campaigns.

14. Offer Exclusive Deals: Provide special discounts or offers to your social media followers.

15. Provide Support: Use your platform to offer customer support and assistance.

Social Media Marketing for Boomers

Marketing to baby boomers on social media requires a keen understanding of their preferences, behaviors, and interests. By selecting the right platforms, crafting relevant content, and engaging at optimal times, businesses can effectively connect with this demographic. Remember that while they may be a generation with unique characteristics, boomers are actively participating in the digital landscape, making them a valuable target audience for your social media marketing efforts.