One of the biggest misconceptions with social media is who actually uses it. More often than not, social media is seen as a millennial's game and not popular amongst the senior demographic, but research is showing that is not the case!
Google found that baby boomers spend more time online than they do watching TV! If you need further convincing, 82% of baby boomers who use the internet have an average of 4.6 social media accounts, with Facebook and LinkedIn being the most common.
Baby boomers are those born between 1946 and 1964 and make up nearly 20% of the American population - making them a key target audience for senior living communities. The first step to marketing to this audience on social media is to understand how they use social media platforms.
❓Which Social Media Channels Do Baby Boomers Use?
Today, baby boomers are either still actively working or have since started their retirement years. This fact could be an explanation as to why LinkedIn is one of the most used social media platforms among older adults. LinkedIn is a professional network with more business-oriented content, so seniors are able to provide an online version of their professional experiences. LinkedIn also gives baby boomers the ability to engage with other professionals in their industry and at similar experience levels.
Facebook is the most used platform for those 55 and older, which shouldn’t come as a surprise. Facebook has turned into the perfect platform for family and friends to connect with other family and friends in different states or even countries! With a life full of memories, seniors can share content and thoughts and interact with the content they find on the platform such as photos or new articles. Baby boomers are also given the opportunity to connect with grandchildren in other states or a fellow veteran who may have settled across the country.
❓What Are Baby Boomers Doing On Social Media?
But, what are seniors doing when they are on social media? What everyone else is! Sharing content and engaging with content they enjoy. Baby boomers are actually 19% more likely to share content than any other generation, so make sure your senior living community is providing excellent content for seniors to share with their friends and family.
Along with sharing content, many older adults are also found watching videos. Videos are a great way to get information in an easy-to-absorb format making it no surprise that videos are popular amongst the majority of users, not just seniors. Videos are a great way to reach a baby boomer audience, so thinking of ways you can add video to your social media marketing strategy is important.
❓What Does This Mean For Your Community?
Seniors continue to show their understanding of social media by sharing content, watching videos, and more. Do you know how many of your residents are active on social media? Bring light to social media within your community! Have one of your staff members hold a social media activity at your community and have your residents become Facebook friends with each other or follow the community page. Encourage the baby boomers in your life to embrace the social media scene because, now more than ever, they will be sure to find more seniors on social media than they think!
This also means that, more and more, we will see older adults looking on social media for their own care options, and your efforts will not just be speaking to the adult daughter. This is an important switch, as we know that seniors like to feel empowered and a part of their care decisions, especially when it comes to a senior living community. Make sure to take the time to review your social media marketing and revise the language in your messaging to better talk to the senior directly.
If you are looking for a digital marketing agency who can spot these trends and make sure your senior living community is talking to the right people, look no further! Markentum offers free evaluations to help your senior living community spend time and effort on what works!