Being seen in the right place by your target market is one of the most critical parts of marketing. Being present in the channels where your audience spends most time and actively engages with your content. And the power of social media for the over 50s audience is something to keep front of mind.
Marketing channels for the later life demographic
Recent research from the Silver Marketing Association shared the 3 most popular channels for engaging the later life audience.
And for both men and women, social media was the third most popular channel which they’re regularly using at least once a week.
TV and radio are used more frequently. But the research also showed that many over 50s are actively avoiding direct advertising where possible. Feeling misrepresented by many of the advertisements in today’s modern media.
Misrepresentation of today’s over 50s consumers
There’s a profound lack of authentic representation in today’s advertising. Meaning that over 50s consumers feel they’re not being seen or understood. And many businesses and brands are really missing the mark when it comes to their marketing approach.
Older consumers feel that UK advertising fails to reflect their active, healthy lifestyles. And instead, they’re often portrayed through tired and negative stereotypes. The only times they feel like they’re shown in advertising, it’s for products and services like funeral planning, mobility aids, or retirement homes.
They’re navigating pivots in their own lives and the changes and upheaval in the world around them. With decades of seasoned wisdom and experience that makes them fundamentally different from their grandparents’ and parents’ generations before them.
But marketing just doesn’t seem to have moved on. The advertising and content they’re exposed to seems unable to grasp the massive shift that’s taken place. And in failing to do so, marketing is actively alienating a highly valuable audience. Today’s over 50s just don’t recognise themselves being represented or reflected back at them.
And this disconnect with such negative advertising is so severe that many have actually restructured their media lives to avoid advertisements entirely. Using catch-up TV to skip advertising breaks, and paying extra for ad-free streaming services.
The power of social media for the over 50s audience
So while TV and radio are the channels most frequently used by the over 50s, they are marketing channels which enter into the salesy space that this demographic is actively trying to avoid.
But organic social media is a channel that slowly builds a relationship over time. With posts that add value, share information, and give helpful tips rather than overtly selling. It’s a useful channel that helps to build trust, and so it’s well worth posting regularly to build that consistent and recognisable presence.
With marketing communications that aren’t pushy or salesy. Communications that maintain an ongoing two-way conversation that allows people to feel heard and involved.
Engaging your later life target market
So many later life businesses are realising they need to be more active in social media. But they’re finding that they just don’t have the time. Not just to create and post content, but to actively be liking and commenting on other people’s posts in their network. Really working hard to build that trust and engagement.
If you need help to build your presence, the good news is that you don’t need to employ a full time marketing assistant. You can use the fractional marketing support that’s available. Only paying for support as and when you need it for just a few days per month. An affordable strategy for real results.
Consistency is really the key when it comes to making your social media more effective. Reaching your over 50s audience in the channels they’re choosing. With content that genuinely represents their interests, their values and their mindsets today.
Get in touch to find out more about the marketing support available.