The explosion of the internet has affected the entire global population. Today, more than 3 billion people use the internet on a regular basis and more than 2 billion are active social media users. Interestingly, teens and millennials are not the only ones hooked to the web, and Gen Xers aren’t the oldest ones on Facebook or Instagram. Baby boomers, who in the U.S. have a population of roughly 80 million, are growing in online number every day.
A common misconception among marketers is that baby boomers aren’t online. This, however, is far from the truth. More and more of them are discovering social media and its many benefits. As a matter of fact, according to a study by Google, boomers and seniors spend more time online than they do watching TV. 82% of boomers who use the internet have at least one social media account, and they have an average of 4.6 social media accounts, with Facebook and LinkedIn as the leading platforms.
To say that social media marketing strategies shouldn’t include this generation is nothing but a foolish, uneducated claim. If you’re wondering why you should include the senior demographic in your social media campaign, here are more interesting and useful facts.
Who Are Baby Boomers?
When World War II ended in September 1945, there was a sudden boom in the number of babies born. In 1946, there were 3.4 million babies born -- more born than any other year in U.S. history up to that point, and an increase of 20% from the previous year. In 1947, 3.8 million babies were born, and the trend continued until the mid-1960s.
While no one reason can explain the surge in births, many argue that a desire for normalcy was the intention. After years of war, many people were looking toward a brighter future. By the 1960s, baby boomers made up almost 40% of U.S. population.
Where Are They Today?
Boomers are either part of the workforce or have already retired. This explains why LinkedIn is one of the most used social media platforms among this generation. Some 35% of boomers online use the business-oriented networking site to build their professional identity online, while engaging with other professionals and companies. Notably, Facebook is the most used platform for 55-year-olds and older. They spend an average of one hour and 48 minutes daily on social media networking.
Baby Boomers Social Media Statistics
As of January 2017, 9% of all Facebook users are aged 55 and above — 5% are female and 4% are male according to Statista. Interestingly, in the U.S., there are more Facebook users from the 65 and above age group than those in the 13- to 17-year-old group. Out of its two billion monthly active users, 10% are boomers, while only 3% are from the younger demographic.
The proliferation isn’t only in the U.S. In the Netherlands, as of 2017, about 75% of baby boomers (registration required) actively use Facebook. In the U.K., 15% of the age group believe social media has a positive impact on society.
Boomers are less likely to use Twitter in part because of its interface — a continuous stream of information and updates may not be as interesting to older users. This also explains why Facebook, with more types of content that can easily be scrolled through, has more boomer users.
Nonetheless, Twitter is still not without 55 and over users. In the U.S., only 5.9% of Twitters users make up the 65 and older age group, while 16.5% are between 55 and 64 years old.
Instagram also doesn’t interest many baby boomers. However, the numbers growing steadily. In 2017, 90% of all Instagram users were under 35 years old. By October 2017, 8% of U.S. Instagram users 55 years old and older attest to using the photo-sharing app several times a day. The numbers are more than those who only use the service once a day or once a week.
What Do Baby Boomers Do On Social Media?
Contrary to what some might think, older people actually enjoy sharing content online. Notably, baby boomers are 19% more likely to share content than any other generation.
Aside from sharing about their families, watching videos consume most of the older users’ time online. According to the Google research, 54% of boomers and seniors watch videos online, with entertainment and utility as their main reasons. Youtube is their preferred video platform (82%) with Facebook trailing behind at 43%.
How To Take Advantage Of Boomers' Social Media Presence
If your brand aims to tap the baby boomer demographic, there are plenty of ways to do so. Baby boomers are present in all leading social media platforms, with great penetration on Facebook. It’s best to take advantage of their presence on the platform. Building a Facebook page for your brand will help reach your baby boomer demographic. Youtube may also be a good option, especially since Youtube videos can easily be shared on multiple platforms. It is also the preferred video website for boomers aged 45 and above.
To get their attention, it is best to cater to them visually through videos. Boomers are more likely to act on what they see online and are more likely to respond to product and service advertisements. According to the Google study, three of every four online video watchers have taken action after watching a video. Notably, 3 in 10 actions taken after an online search by the demographic involve an online video — 36% visit an online video website, 31% forward a video or link and 22% post a video on social media.
Make sure to include a link to your website or product purchase page on your social media posts. Baby boomers are also more likely to follow a link and forward content to their network, so make sure your social media posts are backed by more information on your website.
The number of baby boomers joining the social media world is growing by the day, and now, more than ever is the best time to make them the target market.
