Today’s social marketing is different even from that of only a few years ago. Some channels have faded out altogether (think MySpace and its enormous data losses), while others have emerged and grown, such as TikTok and Snapchat. While social engagement is a given since billions of people use these platforms each day and even more sign up every week, to make the most of it requires you to know who uses each channel.
Social Marketing to Older Consumers
Go ahead and think about your plans for social marketing, and you may envision buyer personas in their 20s, 30s, 40s, and 50s or older. Yet, if you envision that social engagement is static across these generations, or that it is uniform across platforms, you’ll be missing out.
While social media first emerged in the teenage world of college campuses, it has since become many different things, and social marketing has been trying to evolve and keep the pace. As a simple illustration, Facebook (easily the top dog and most famous of all social media platforms) was initially a college kids’ spot to gather when it emerged around 2004. Fast forward less than a decade, and the company acquired the Instagram platform, entirely different and yet suddenly appealing to the young and hip Millennials.
At the time that Snapchat emerged, it was run by someone under the age of 25 and remains a favorite of the under 30s. However, Facebook hasn’t lost ground in terms of popularity. It has, however, evolved into a space preferred by older users, including those over the age of 50.
Social Engagement and the Social Media Switch Up
Demographics and numbers around social engagement show that the over fifty crowds are keeping pace with the 24 and under group in terms of new sign-ups for Facebook. They are the second-largest demographic on the platform, and those aged 65 and older are also fond of the network. As of this writing, more than 40% of people using the internet over the age of 75 have profiles on Facebook.
What does this mean for the company or organization eager to create engagement with the older generations on social media channels like Facebook? It means good things! First, it is imperative to recognize the culture and even the algorithms driving social networks.
Facebook, as an example, emphasizes information from family and friends rather than content focusing on entertainment, news, or trends. In other words, younger people like to be free of curated content while older adults like to be provided with curated information. Older social media users enjoy organized spaces over the kind of spontaneous and even mildly chaotic worlds of TikTok, SnapChat, and newer options like Vine.
Do you know how and where to talk to your older audience? The team at Organically is fully conversant in the top social media channels and can steer you towards the ideal choice for older clients likely to respond to social engagement with your firm.