How to Advertise to Seniors

Co-authored by Travis Peters and Amber Crain

Last Updated: April 26, 2021 References

Seniors are active consumers and represent a large segment of the population. When you're selling a product or service to seniors, it's important to target them specifically. Use Facebook and Twitter to reach seniors in the 50-65 age range, and stick to more traditional marketing strategies, like TV commercials and direct mail, to reach older generations. Focus on clear and relevant language and keep advertisements short and sweet for the most impact.

Method 1

Method 1 of 3:

Using Facebook and Twitter

1
Focus on creating ads on Facebook and Twitter. These are the most widely used social media platforms for seniors on the younger end of the spectrum. Stay away from using Instagram and Snapchat, since these social media platforms are used less frequently by seniors.^{[1]
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2
Use social media ads to target seniors in the 50-65 age range. This age group uses computers and technology much more than older generations. You can set the demographics of your ads to market to this group specifically -- when they surf social media, you'll show up in their feeds!^{[2]
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Expert Source

Travis Peters
Advertising Expert
Expert Interview. 9 April 2021.}^{[3]
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Advertisement
3
Keep your ads simple and specific. Avoid gimmicky advertising and aim for straightforward marketing campaigns. Use realistic messages and “reasons why” language to get their attention. Mix things up and include videos and other engaging content along with simple ads with text and pictures.
- Include links to your website and anywhere else where your product can be purchased, like an Amazon page.
4
Pay to boost your post to better target your audience. When you boost a post, it gets a lot more visibility and far more people will see it in their feed. You can boost posts at different price points -- the more you pay, the longer the post will stay visible. You can also use targeted demographics when you boost your ads to ensure seniors are seeing the ads instead of people of all ages.^{[4]
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- Make sure to look at your page’s Insights to see what posts are getting the most likes and shares from viewers.
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Place your social media plugins on your website’s landing page. When customers visit your website, they can to click the icon and go directly to your social media pages. Include a call to action in each icon, such as "Like Us on Facebook!" and "Follow Us on Twitter!" so their visit to your page has a purpose. Once they are following your account, you can use that platform to market to them in the future!^{[5]
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- Check to make sure the language and offers you use are consistent between your website and social media page. You don't want your customer to get confused if they see different information from one page to the next.

Method 2

Method 2 of 3:

Incorporating Traditional Media

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Use email marketing for a cheap and fast option. Send out emails when you have a sale or special offer, or when new information becomes available that would interest seniors. Use language that makes each email seem like an exclusive or limited-time opportunity. That way, your emails feel targeted and important to the customer.^{[6]
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Trustworthy Source
Pew Research Center
Nonpartisan thinktank conducting research and providing information on public opinion, demographic trends, and social trends
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- Do not send multiple emails a day. This will annoy the customer and prompt them to request to be taken off your list.
2
Air TV commercials on channels often watched by seniors. Buy spots during top viewing hours (6:00 PM-10:00 PM), especially during news programming. In contrast to younger generations, seniors get most of their news from televised broadcasts instead of the internet.^{[7]
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- Aim for ads to be 30 seconds or less. Keeping it short and sweet will get their attention without creating confusion.
- If you are a local business, make sure to include your physical address and phone number in your television ads.
3
Post your ad in direct mail campaigns for the 75+ demographic. Use at least 14 point font so your audience doesn't have to struggle to read your message, and avoid using font styles that are cursive or unusual. Don’t be afraid to write lengthy messages, since this age group tends to read each piece of mail the receive carefully. Use clear, straightforward language with an obvious call to action.^{[8]
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- For example, you could print the direct mail in the form of a letter, personalizing it for the receiver with their name: “Dear John.”
- Do not use green or yellow text as these colors are difficult to read.
4
Use multiple media outlets for the broadest reach. While certain methods are better for one age group over another, you have a better chance of reaching your target audience by using advertising on multiple outlets. For example, send a direct mail piece that drives the customer to your website, then have your TV commercial playing on your website’s landing page along with clear text explaining your offer or product.^{[9]
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Method 3

Method 3 of 3:

Crafting Your Advertisements

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Avoid stereotypes and using condescending language. Do not assume your customer is feeble, sick, or incapable. Seniors are very active and make up a large section of society. Just like younger generations, they are not one-size-fits-all when it comes to their values and abilities!^{[10]
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- For example, instead of using pictures of people struggling to do tasks, use a picture of someone using the product to help them complete the task.
2
Use tasteful, nostalgic references. Include images, slang, colors, and events that remind the reader of a time in the past. Eliciting a feeling of nostalgia has been proven to increase trust in an audience and create feelings of happiness.^{[11]
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- For example, you could incorporate characters from TV shows or stories that were popular during the 1950's, 1960's, and 1970's.
- Use retro font, colors, and patterns to make your ad look like a blast from the past! Just don't forget to keep things clear and easy to read.
- It's important to match your content to the users you're targeting—don't use the same advertisement you'd use to reach customers in their 20s!^{[12]
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  Expert Source
  
  Travis Peters
  Advertising Expert
  Expert Interview. 9 April 2021.}
3
Stress security and customer service. Include references to how your company provides its customer service and what kinds of guarantees the customer can expect. Also, explain how you will use and protect their personal information.
- To explain when and how a customer can reach a customer service agent, you could say something like, “Our agents are available 24 hours a day, 7 days a week. Simply call ###-###-#### for help.”
- Seniors are often the most targeted demographic for scams and rip-offs. By reassuring them you are legitimate, you will build trust and earn more loyal customers.
4
Use examples instead of statistics to prove the quality of your product. Provide examples the audience can identify with, like another senior who likes your product or service. Testimonials and success stories with pictures and videos appeal to the customer’s emotions and actions. Statistics tend to come off as dry and unrelatable.^{[13]
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- Reach out to loyal customers you know have been using your product or service for a while. Ask if they would be willing to be a spokesperson for your company.
5
Use clear and straightforward language. Use short, concise sentences and a clear call to action in each advertisement. You want the customer to know exactly what is being offered and what they should do about it.
- For example, after a spokesperson has told their success story, make sure they provide the website or phone number the customer should go to get the product.
- Do not bog down your ad with flashy language or images. Seniors respond best to simple explanations for why they should use the product.

Community Q&A

Question

How can social media be used to target a specific audience?

Travis Peters
Advertising Expert
Travis Peters is an Advertising Expert and the CEO and Founder of the ad agency EightPM. With over 15 years of experience, he specializes in implementing marketing and advertising techniques across traditional and digital media. The commitment to collaboration and a hands-on approach by Travis and his team at EightPM have led to features in various platforms including Forbes, Ad Age, and The Austin Business Journal.

Travis Peters

Advertising Expert

Expert Answer

Platforms like Facebook, Instagram, and Google use targeting and machine-learning that make it very easy to reach consumers in very specific demographics. Just make sure you serve content that matches the user you're targeting.