Utilizing Different Types of Social Media Posts for Marketing to Seniors

Over the past few months, we’ve talked a lot about marketing and how to reach older adults to promote senior center activities and programs. While some old-school strategies, such as articles in local newspapers, still work, so do digital activities.

It’s a myth that older people don’t use computers or aren’t tech savvy. In fact, seniors are using email, Google and other search engines, and social media platforms more than ever before. According to a recent Pew Research study, Facebook and YouTube are the most popular forms of social media among seniors.

If you are wondering what types of social media posts to use in marketing to older adults, we have a few ideas.

YouTube Marketing to Seniors

Older adults are YouTube’s fastest growing demographic group. They are using the video platform for entertainment, to master new skills, and to learn more about products and services. These are all interests you can cater to by showcasing your senior center’s daily schedule.

Take a look at your programs and activities schedules. Which ones are most popular among center attendees? Can you capture any of them to post on your YouTube channel? (And if you don’t have a channel set up already, this tutorial will be useful.) Do you have a speaker coming to explain Medicare open enrollment to the community? Or a chair yoga series just getting started? Events and activities that are popular offline will likely be equally well-liked on your YouTube channel.

Once you have your channel set up and feel confident that you’ve identified some opportunities for creating videos to share, you’ll probably want to develop a marketing strategy just for YouTube. This guide covers everything from branding to engaging with your audience.

Using Facebook to Target an Older Audience

Pew researchers also found that 62% of internet users aged 65 and older are regularly on Facebook. That makes the platform a great way to connect with seniors. But there are a few factors to keep in mind when deciding what types of posts to share with older adults on Facebook:

• Values: Honesty, integrity, loyalty, and a strong work ethic are all values associated with seniors. For example, an estimated 10 million baby boomers are veterans. That translates to 40% of male boomers. Make sure your posts match this generation’s values. Keep your messages honest and direct, no matter what the topic.
• Trust: It might be tempting, especially if your senior center is a nonprofit always struggling to raise money, to share your needs on Facebook. While occasional posts about a center’s wish list or a special fundraising effort are likely okay, asking too frequently might make your organization seem too financially motivated and less trustworthy.
• Visuals: Facebook’s algorithms prioritize visual posts. Research shows posts with images can increate engagement by as much as 80%. One thing to keep in mind is that older adults tend to see themselves as 5 to 10 years younger than they really are, so keep that in mind when selecting pictures. Don't forget that WeCreate, our library of content for nonprofits like yours, provides users with professionally designed digital content that they can use in any of their communications — including social media posts! Not using WeCreate's resources yet? Learn more about this incredible tool here!
• Simplicity: While you might want to test a few versions of posts to see which have the best results, you’ll likely find you have better engagement with simple posts. Those that are long or overly complex might be tough on aging eyes, especially for seniors who are signing on via a smartphone.
• Action: Finally, don’t forget to tell your Facebook audience what step you would like them to take after reading your post. Maybe it’s clicking a link to an event or to a blog on your senior center’s website. Whatever you choose, make sure it’s one clear call to action.

Setting Up a Facebook Page

Creating a Facebook page for a business or organization is different than setting up a personal profile. If your senior center hasn’t yet created one, it’s probably time to make that a priority. You’ll likely be surprised to discover how many of your current members are regularly on the popular social media platform. Setting Up a Facebook Page for a Community Organization will walk you through the process step by step.

Updated on 03-21-2024