It’s no big surprise that Millennials have drastically changed the way companies market in the 21st century. Today’s efforts are more technology-focused, with a strong emphasis on social media and platforms such as video. But these marketing tactics shouldn’t be confined to the younger generations; there is a lot of advantage to using video and similar strategies in your efforts to attract Baby Boomers.
Marketing to the Older Population
While it’s true that Millennials outnumber Baby Boomers in terms of population – 83.1 million versus 75.4 million, according to the latest census figures compiled in 2015 – Baby Boomers have the upper hand in two key areas: money and time. For these reasons alone, it makes good business sense to focus your marketing dollars on this key demographic. And though this may come as a surprise, digital channels are the way to go.
Millennials – and their even younger counterparts, Generation Z – aren’t the only ones in love with their smartphones. Research shows that more than half of all Baby Boomers use smartphones, and over one-third use some form of mobile device, such as a laptop or tablet. Of equal importance is the fact that more than 50 percent of Baby Boomers watch online videos. In fact, Baby Boomers have a 10 percent higher viewing rate on YouTube than Millennials.
Why Baby Boomers Love YouTube
Video is a timeless medium that transcends demographics, appealing to individuals of all ages. It shows people acting naturally, doing the same things we all like to do, and when we see them expressing emotions – something that cannot be achieved as easily through a static print ad, for instance – it “humanizes” them and makes them more relatable. Video is simply the best platform for bringing people to life.
Not only can video enhance your other marketing strategies while providing content designed to engage your target audience, it allows for great flexibility and offers a generous Return on Investment (ROI).
In developing a video-based strategy, it’s important to follow a few tips in order to effectively market to Baby Boomers. First off, don’t treat them like your grandparents. Boomers enjoy the same type of content that appeals to younger generations. Take a multigenerational approach to your campaigns and you’ll find the most success. Similarly, one sure way to alienate – and maybe even offend – your target audience is to refer to them as “seniors” or “mature.” Baby Boomers don’t see themselves in those terms. In fact, they tend to be far more optimistic than other groups, so appeal to them by providing video content that is insightful and geared toward showing them how rich and fulfilling their lives are. Follow these steps and you’re sure to find success through video.