Recently, some pretty notable statistics about changing demographics among social media audiences were released. Once such stat was that the fastest growing audience on Twitter is adults age 55-64. In fact, according to a post on Fast Company by Belle Beth Cooper, this group has grown a whopping 79% since 2012. This age group is also the fastest growing on Facebook and Google+, though not at quite the same explosive rate.
Now, before everyone gets excited and starts ripping up this year’s social media marketing plan, let’s clarify something. Just because a group is the fastest growing does not mean they are the most important or the largest. In fact, data from Edison Research and Arbitron shows that despite big growth in 2013, 55-64 was still the second smallest group active on social networks.
So what does all this mean for your social media marketing plan? Well, that depends entirely on what you sell and to whom you are selling it. Before reacting to these statistics, stop and think about your target market. Does your product and brand position appeal to the 55-64 crowd? If not, it’s probably wise to keep doing what you’re doing. However, if you operate in an industry where there is potential for growth in this bracket, it’s time to put your thinking cap on.
Once you decide to target this audience, realize that your messaging will need to be tailored to them. Not sure what to change? Writer and advertiser M.G. Hilton has 8 tips for targeting baby boomers, which we’ll summarize here:
1. Be direct and detailed. This audience tends to see though the fluff.
2. Utilize customer testimonials. But only if they sound sincere and real.
3. Make it clear what you offer them specifically. Mature audiences are not susceptible to peer pressure.
4. Keep it positive. This is not the generation of cynicism and irony.
5. Leverage coupons and offers. This group really responds to discounting.
6. Tell a story with your marketing. Copy can be longer, just make sure it’s readable.
7. Communicate clearly about what exactly offer in terms of your business or service.
8. Make yourself accessible. Give lots of different ways for customers to reach you and visit your store. Phone numbers, directions, hours, emails, etc.
Have you seen any changes in your audience demographics in the last year or two on social media? We’d love to hear about your experience!