How to Target Seniors on Facebook?

Introduction 

Facebook was and is a popular social media marketing platform. It was popular back in time, but its popularity has reduced among the Genz and younger generation. However, its popularity has shifted among adults and senior citizens.

Facebook has 2.9 billion monthly users. As Sujit Shukla emphasis majority of active users on Facebook are above the age of 45. Among those monthly users, 20% are seniors (those who are 55 years of age or older), and 26% are adults (those who are 35 to 54 years old).      

Facebook has become a “go-to” social network, despite its decline in popularity among younger audiences. Adults in their 50s are *extremely active* on Facebook to connect with their friends, consume content, and even for dating.   

So, if your product or service appeals to elderly people, particularly those over the age of 40-50, Facebook is your sweet spot. Let’s understand why Facebook is popular among senior citizens and how to target seniors on Facebook.

Also Read: Targeting Small Business Owners on Facebook

Benefits of Facebook Marketing for Senior Citizens

Marketing on Facebook for senior citizens comes with a wide array of benefits that can significantly impact businesses targeting this demographic. 

1. Convenience to connectivity: One of the biggest draws for senior citizens on Facebook is the ability to easily connect with friends, relatives, and loved ones all in one place. Facebook’s popularity means that most of their social circle is already active on the platform. This ease of connection encourages seniors to spend more time on Facebook, engaging with posts, sharing updates, and interacting with their network. 

2. Cost Effective & Flexible: Facebook ads are highly cost-effective, especially when compared to traditional marketing methods like TV or print ads that seniors are often exposed to. You can set your own budget, and since Facebook allows for precise targeting, even a small budget can go a long way. This is a great option if you want to reach senior citizens without breaking the bank.

3. Senior Friendly Content: Seniors enjoy being part of communities, and Facebook’s platform allows them to join groups, follow pages, and engage with brands they trust. It helps by creating a space where seniors can connect over shared interests. 

4. Personal Interaction: Seniors appreciate personal connections, and Facebook makes it easy for them to communicate with businesses through comments or direct messages. With responsive, friendly customer support through Facebook Messenger or comments- seniors feel more comfortable interacting with businesses.
   
5. Higher familiarity & trust: One of the key reasons Facebook works so well for senior citizens is that it’s been around for a long time, and this familiarity builds trust. Many seniors have been using Facebook for years to stay connected with family and friends, so they already feel comfortable navigating the platform. This sense of familiarity creates a foundation of trust, making it easier for businesses to connect with them.

5. Trust and Social Proof: Older adults are more cautious about online transactions, but Facebook allows you to build trust by showcasing customer reviews, testimonials, and recommendations. Seniors value the opinions of others, especially people in their age group, so seeing positive feedback from peers can reassure them and encourage them to engage with your product or service.

Also Read: Best Social Media Platforms for Restaurants

How to Target Seniors on Facebook?

1. Know your Target Audience 

According to research from the PEW Research Center, 50% of American people 65 years of age and older use Facebook, and 73% of seniors in the 50–64 age group do the same.

But, you’ll discover that social media marketing on sites like Facebook calls for persistence, and it’s crucial to first conduct some research to identify the main demographics of your older audience. You should also be aware of your ideal clients’ names, locations, and areas of interest.

Let’s first discuss the senior population as they are further subdivided into groups before delving more into how to target seniors on Facebook. 

• Retirees: This demographic consists of elders who are 65 years of age or older, live off of fixed savings, and have no source of income.
• Early Retirees: After years of employment, this group of people over 50 is ready to enjoy life. Since they decide to retire early, they are in stable financial standing.
• Late Retirees: Individuals in this category who are still employed but are between the ages of 65 and 75.
• Grandparents: This older demographic is a key category for purchasing things to give to their children or even grandchildren.

2. Create Targeted Content 

Senior-Friendly Material and Presence

After you’ve defined your senior audience, you can start creating various forms of Facebook material that they’ll enjoy and find useful. Take into account their age and interests when posting text, photos, and videos.

Understand their past and give engaging and meaningful material that encourages them to view, connect, and share with their friends and family.

Here’s what you can do for that: 

• Concentrate on the quality rather than quantity of your content. 
• When writing your postings, remember to include relevant keywords for your business.
• Additionally, strive to earn the trust of your older audience by being honest and straightforward. 
• Present your content in concise, well-organized portions that are logical and simple to understand. 

Above all, don’t try to pressure them into buying.

Clearly, your audience would like to enjoy your content rather than receive salesy posts. So, it is recommended to find the sweet spot between interactive content followed by a strong CTA to attract conversions and sales. This is how you form relationships and attract sales.  

3. Keep it simple, relevant, and realistic. 

While younger audiences enjoy fascinating and imaginative interpretations of visuals, we have discovered that seniors prefer plain and simply understandable images, videos, and visuals overall. They certainly enjoy all those effects, but they get bored easily with edited pictures and they like the simple better.

So, you don’t need fancy images when you are targeting senior citizens on Facebook. You just need to keep it simple, real, and relevant. 

Here’s an example, if you’re advertising a health product aimed at seniors, use images of older adults in everyday settings, perhaps enjoying activities like walking in the park or spending time with family. A simple, heartwarming video of a senior explaining how a product improved their well-being can have a much bigger impact than a flashy, fast-paced ad.

4. Add Value to the Content

Another thing to keep in mind while you are targeting senior citizens through Facebook is adding valuable content. 

Sharing is not something that older persons only do when told to. They share content that they believe has value. Content that aligns with their self-concept, such as taking pride in belonging to a church or civic organization, frequently performs the best. 

This is simply an example; you can do whatever is relevant to your brand and service. Additionally, connections to blogs that provide useful content—like recipes or health advice—also perform well on Facebook when you are targeting senior citizens or adults over 40. Overall, all you need to do is provide some value with your content, and elderly people will engage with it.

Did you know, that a senior living community created a Facebook campaign that shared stories from residents about their personal hobbies and involvement in local volunteer groups? The content was simple, relatable, and aligned with the values of the target audience- which led to a 30% increase in inquiries. 

5. Speak in their language. 

While you are marketing on Facebook to senior citizens, you need to speak in a language they understand. It should be simple, easy to understand, relevant yet engaging. 

While “clarity” is a relative concept, an older person may find it difficult to understand some of the products or technologies that millennials have grown up with. Therefore, if you want to create a successful and engaging Facebook marketing plan for seniors, you need to use terminology, examples, and references that they can understand. 

You can show it with attractive visuals such as images, videos, infographics, and something like that. 

Here’s an example: A company promoting a wearable health device to seniors highlighted how it helps track steps and heart rate, using simple language like, “Stay active and healthy with a watch that reminds you to move.” They paired this with clear, relatable images of seniors walking in the park.

6. You should avoid fear-induced Facebook marketing: 

If you are targeting older citizens with your Facebook marketing, you shouldn’t include information that turns them off. It’s a popular tactic to “scare” an audience into purchasing a good or service, especially when it pertains to their safety and well-being but it doesn’t work on senior citizens. 

However, older individuals use digital technologies and social media to maintain their independence and interact with loved ones. Isolation is no longer a suitable or relevant strategy for preying on elderly groups. When crafting your marketing messaging, avoid using words that incite dread.

Be careful not to use fearful language while crafting your marketing messaging. You can always rely on benefits and problem-solving when it comes to Facebook advertising for seniors but do not use fear-induced ones.

7. Be mindful of the generational gap.

Seniors might not necessarily view a good or service in the same manner as millennials do. Prior to creating a Facebook ad strategy specifically for seniors, it is critical to understand their values and interests.

There may be moments when the seniors need further clarification and basic direction. They may be concerned about the internet’s evolving security. When speaking with a senior audience, it’s important to communicate the necessary information simply and conveniently. So, direct content, engage in conversations and lead and educate them while they make decisions.

Instead of selling things to elderly seniors, explain the utility of the product or service.

8. Don’t you Forget CTA? 

The most effective Facebook ad campaign for seniors should have a call-to-action that is obvious and encourages them to take the desired action in order to get the conversions they are after. Furthermore, it is helpful to provide numerous ways for people to respond to your call to action. 

It might also be making a call, visiting your store, purchasing a specific item, or redirecting to your website. When seniors are interacting with your content on Facebook, your content marketing plan should make it simple for them to navigate across channels, such as chats, email addresses, web addresses, and customer support phone numbers.

To maximize engagement, ensure your content marketing plan offers easy navigation across these different channels, making it simple for them to find the information or support they need.

9. Start a Facebook Community 

When you are marketing on Facebook while targeting seniors – starting a community is one of the effective yet easier marketing thing you can do. For older adults, being part of a community is a significant aspect of their social and emotional well-being. 

Facebook is a platform where they stay connected with family, friends, and groups that share their interests. By creating a community-centered approach in your marketing, you tap into what matters most to them—relationships and shared experiences. 

For example, you can encourage engagement by starting conversations around topics they care about, such as local events, hobbies, or health-related discussions. Building a space where seniors feel valued and connected helps foster trust and long-term loyalty to your brand. This sense of belonging can motivate seniors to engage more frequently with your content and share it within their own networks.

10 Facebook Events Has a Nice Ring to it. 

Another effective Facebook marketing tactic for seniors is hosting Facebook events. Seniors often enjoy participating in community activities and events, and Facebook provides a platform where they can engage with your brand in real time. 

These events could range from virtual webinars, workshops, or even live Q&A sessions on topics relevant to their interests, like health and wellness, retirement planning, or hobbies such as gardening or crafting.

Hosting these events allows seniors to connect with your brand and it also builds a sense of community and interaction – that builds your brand and make it easy for you to target seniors on Facebook.

To Conclude 

Here’s the wrap on the ultimate guide on how to target seniors on Facebook. I believe the market for seniors is a huge one but highly untapped. So, if you are targeting seniors – it is recommended to do in a way that they like. It helps you get their attention and attract conversions. 

And, the best part is Facebook – you have got the platform to target your desired audience. Leverage it to the best and it will work in your favor. 

Use simple language, and simple yet relevant visuals, to build a community and everything will fall into place. If you need assistance, you can book a consultation with me and I will help you get started.

Frequently Asked Questions(FAQs)