How to Reach More Seniors on Key Social Media Platforms

Social media has hugely impacted how seniors connect and form communities in the modern age. Whether they’re planning events, exchanging ideas, marketing or just sharing day-to-day life, they are turning to social media to foster relationships more frequently. As a Medicare insurance agent, social media can be an effective tool for reaching your ideal client. 

About 45% of those 65 and older report using social media—a 29% increase in the last decade. While that’s quite a bit less than the 84% of 18- to 29-year-olds who use these platforms, it’s still almost half of all seniors! Clearly, more and more seniors are using social media apps, but a generation gap in how folks use them still exists. 

What Key Social Media Platforms are Seniors Using?

Still, the data tells the story. Social media is absolutely a viable way to reach the senior population. You just need to know what platforms they’re on and what kind of content they respond to. 

1. Reaching seniors through Facebook 

Facebook was founded in 2004, making the platform one of the longest-running social media channels. Since Facebook has been around for a while, older adults have had time to experiment, get used to the format and learn to enjoy the platform. In fact, Facebook is used by 50% of seniors aged 65 and older, and 75% of those aged 50-64!

Within the platform, Facebook groups are popular with seniors who are often looking to form relationships and communities. Seniors are already looking to engage with ideas, organize events and meet new people. Groups have the potential to help you meet seniors in the areas they’re already searching. 

2. Reaching seniors through LinkedIn

LinkedIn is branded as a professional networking service and a social media platform rolled into one. Thanks to the professional nature of LinkedIn, you’ll find a broader age range among these users than on other platforms. Specifically, around 11% of adults aged 65+ and 33% aged 50-64 are using LinkedIn regularly. That means retirees continue to use LinkedIn to connect with former colleagues, join groups based on their interests or find new projects to pursue.

Business offers and events are excellent content for LinkedIn. Here, your audience is looking for skill-building opportunities, connections and idea exchanges.

3. Reaching seniors through YouTube

During the pandemic, seniors got used to using YouTube for education and entertainment, and that trend has continued. YouTube usage increased among adults aged 65 and older from 38% to 49% between 2019 and 2021. This continuously growing market offers an excellent opportunity for your message to reach the Medicare-eligible demographics. 

Humans are visual creatures, and that makes video one of the most popular mediums. Of course, just thinking about creating video content can seem like a huge undertaking. But on YouTube, you don’t even need to start from scratch. Sharing the same content in multiple forms actually helps you reach a wider audience. Repurpose a blog article or an infographic as a video and you have an engaging piece of content for seniors to consume—and share on their other social media platforms!

Creating senior-focused content 

Finding the right platform is only half the battle. You also need to consider how you’re conveying your message and whether it appeals to an older audience. Here are a few helpful tips to keep in mind as you create fresh social media content.

• Use accessible language – Avoiding suggestive language, off-color references and current slang helps communicate your message clearly to seniors. 
• Share useful content – Many seniors are on social media to learn, grow and increase their independence. With this in mind, focus on creating content that appeals to their intellectual side.
• Highlight useful products – If you’re marketing a specific product, make sure you lead with the benefits seniors will experience. Lifestyle brands are less likely to be effective with an audience of seniors. 
• Know your audience – When you’re creating content just for seniors, make your intentions clear. Address them directly and don’t shy away from the topics they care about. Make sure your language promotes their autonomy and independence. Never assume an older adult is frail!

Reaching a Medicare-eligible audience through social media is a fantastic way to connect—you just need to find the right strategy. Questions about how to use social media effectively and efficiently? Contact us today.

image credit: shutterstock/fizkes