Do you Need to use Video Marketing when reaching out to Baby Boomers – we say Yes!
Today’s social media crowd is a more diverse bunch age-wise than ever. If you don’t think baby boomers are heavily involved in social media platforms like Facebook, you’re wrong. Despite the fact that so much of the advertising and marketing on video sites like YouTube target younger people, the older crowd is there with money to spend and time on their hands. For brands targeting older audiences, using video marketing is a recommended move in 2018.
In the last decade, boomers have moved into digital channels rather quickly. Today in North America, more than fifty percent of baby boomers use smartphones regularly. Also, more than half of Canada’s baby boomers watch online video regularly with YouTube being their preferred site. According to a recent study, there are more than 3,600 queries on Google for “YouTube” from older demographics. It’s no secret as to why baby boomers love watching video online. After all, it’s the same reason why younger demographics love it. Video is more immersive, expresses more emotion, and encourages more shared enjoyment. It’s a myth that baby boomers would not be into that.
As much as we value digital marketing, we’re not saying to completely abandon traditional offline advertising. It’s actually the contrary. We believe video has the potential to compliment offline marketing channels and vice versa. As evidenced in testing other marketing strategies, video marketing produces more engagement than non-video content. Furthermore, the return on investment for brands is high. Even the largest of corporations seeking to connect with baby boomers are using video marketing to do so and needless to say, it’s working!
Why we would recommend getting involved in video marketing sooner rather than later is because it’s an effective tool to reach existing baby boomers and as the next generation continues to age, video’s going to have a similar effect. That said, how one markets a video to a baby boomer will not be the same as they would marketing to a Generation Xer or a millennial. Just like with other content types, know your customer and supply them appealing content that resonates with them. Consider incorporating a slightly younger influence than you probably think. Do not use terms like ‘mature’ or ‘senior’. Instead, make it fun. Appeal to the audience as they want to be seen. Provide them insightful information, tips, and positivity.
When it comes to video marketing, baby boomers are perhaps one of the most untapped demographics though that’s changing. No matter the age, video’s proven effective and until virtual reality finds its stride, video marketing might be the most immersive channel we have.
The oldest generation is only going to get smarter with their online engagement so jumping on board now has is almost a necessity, at least as it pertains to the companies seeking this age group. Video marketing through YouTube and Facebook continue to reap strong rewards. For real results that maximize your marketing dollar, consider it as a method to reach an audience that perhaps you forgot was there.
For more information on how to digitally market to baby boomers in 2018, contact Unlimited Exposure today. A representative would be happy to provide some key recommendations on how to expand your brand and build engagement with a surprisingly active demographic!
