Social Media is a digital marketing tool with over 3.196 billion online users worldwide in 2018 (Hootsuite). It allows businesses to directly interact with consumers and make lasting customer relationships.
With many customizable filters like age, gender, location, and more, Social Media is one of the most targeted ways to reach your audience. However, many businesses do not take advantage of social media advertising. Why? Because there is the perception that social media is just for a younger audience, and not appropriate for other markets. We’re here to tell you, that is simply not the case. More Gen X and Baby Boomers are logging into social media every day.
Is Social Media Just for Young Audiences?
In short, no. Everyone uses social media. Social media marketing is no longer limited to businesses that market to a younger demographic. While social media is generally more popular among Gen Z and Millennials, it is growing in popularity among an older group of consumers. Roughly four in ten seniors are smartphone owners and 35 percent of those 65 and older use social media, three times more than the 11 percent who reported social use in 2010. (Pew Research Center)
According to a 2017 Statista survey, social media users vary widely in age range. 81% percent of online adults aged 30-59 and 67% of online adults aged 60+use Facebook.
Other social networks, like LinkedIn and YouTube are also gaining a larger audience. LinkedIn, the most popular social network among professionals, caters to a slightly older audience. While ¼ of LinkedIn users are 18-29, almost 61% of LinkedIn users are 30-64 years old, and 21% of users are over 65 years old. This is an ideal target age to market to people with established careers.
YouTube is quickly gaining popularity with older audiences as well. Nearly a quarter of YouTube’s monthly viewers are baby boomers. This may be due to the increased number of “how-to” videos on YouTube. Marketers can easily reproduce “how-to” videos for their company’s products and services.
Don’t limit your use of social media because you think that the audience may be too young for your products or services.
Utilizing the right channels and correct content can give you great ROI with older audiences, as well as younger users.
An integrated marketing plan will help ensure that your business is marketing to the correct demographics on social media. Marketing Influence creates marketing programs that are customized to your goals and budget. Connect with us now to learn more about how we can help you reach your target demographics through in-depth social media marketing.