Paid advertising: 6 tips for targeting seniors
They represent 21% of the World population. They were born between 1946 and 1964. They come from a generation that saw the birth rate explode around the world. Who are they? Baby boomers!
Generally regarded as second or third zone targets, due to their complex relationship with new technologies, baby boomers are nevertheless very inclined to spend, especially since they have purchasing power. Moreover, contrary to popular belief, those over 55 are online: they spend 27 hours a week online, which is 2 hours more than 16 to 34-year-olds.
So, how to capture the attention of these seniors who attach importance to ethics, simplicity, and transparency of brands? I’ll tell you everything in this article!
1. Use the platforms favored by seniors
Facebook is the preferred platform for seniors. Although that’s good, the social network offers various formats on which to capitalize to reach them.
However, avoid being too intrusive with your ads. To do this, ban retargeting strategies with this target.
Don’t hesitate to go long. This generation grew up with ads that lasted between 5 and 30 minutes.
Also, adapt your Facebook ads to desktop format. Seniors connect to the social network via a computer rather than via mobile.
Another platform popular with seniors is Youtube! One-third of baby boomers use video to learn about a product or service.
When creating your YouTube campaigns, you must therefore think about practicality. People over 55 don’t watch videos for fun but to learn.
Many of them are also turning to YouTube to save time. They want to find information quickly, rather than sifting through dozens of TV channels or blog posts for answers.
2. Make use of retro-marketing
To target seniors, you have every interest in arousing emotions.
Therefore, you can adopt the advertising codes of the press, TV, and radio in your digital campaigns. In addition, they favor a minimalist aesthetic. They prefer large white spaces, easy-to-read fonts, which remind them of their youth.
Use nostalgia for the “good old days” in your storytelling by favoring retro colors and a design from another time.
3. Adopt the language code of the boomers
Avoid terms like “old person”, “golden age”, “aging”, etc. They do not identify with this language because most seniors do not see themselves that way.
Baby boomers still have a strong will to live, and they may take offense at being labeled “senior.”
Make full use of terms like “prime of life” or “maturity.”
In addition, on your visuals, avoid showing models who are too old. Instead, choose photos with people between 40 and 50 years old.
4. Remain transparent about the price
Although seniors have strong purchasing power, they always shop around during the early stages of their buying cycle. So never hesitate to communicate your prices at the start of the funnel, especially if you have the most attractive prices on the market.
You can even launch comparative campaigns between your price offers and those of competitors.
5. Try advertising on LinkedIn
People aged 55 and over represent 29% of current employees. Even if they retire en masse, some work later. With nearly 30 years of experience, they hold positions of responsibility and make purchasing decisions for large companies.
Therefore, if you are a B2B company and want to target decision-making positions, LinkedIn Ads can be a solution to reach seniors.
To test and analyze!
6. Use an omnichannel marketing approach
In-store experiences are just as meaningful as digital experiences for a senior.
Make sure to link your digital strategies to your point-of-sale actions. For example, baby boomers want to use online interactions to make their lives easier. So if they start interacting with your brand on Facebook, be sure to invite them to the store; better to discover your products through sponsored advertising or promotional email. In addition, if you offer a loyalty card, make sure that it is valid both in-store and on your e-commerce.
Baby boomers are online, they use social media, and they engage with brands. This generation represents an integral part of the economy; it is still active and shows no signs of slowing down. The key is to focus on Facebook and YouTube, stay transparent, appeal to nostalgia, and adapt to their demands to build successful paid campaigns!