So when you are using video (as you should) in your marketing strategy are you considering the baby boomer market as well or are you like a lot of marketers and advertising agencies think that they have no clue about digital video and it is all about Millennials and the GenX market? You seriously need to get your head out of the sand and think again Baby Boomers command a lot of the market share and their clout and spending speak for themselves.
Boomers Do Understand Mobility and Digital Apps
More than half of Boomers recently surveyed, use smartphones and yes, understand and engage the use of digital apps. Over one third using another mobile device. A recent study found that over 50% of Baby Boomers watch online video. YouTube was reported as the preferred site with 82% of video watchers using it. Additionally, the study found that over 3,600 Baby Boomers Google "YouTube" every minute of every day. Even more surprising was the fact that Baby Boomers have a higher view rate (10% by a recent survey) on YouTube than Millennials. Surprise, surprise, surprise!
Video Watching By Boomers Is The Same As Millennials
Boomers watch video for the same reasons Millennial’s do. Oh no, really? They are too old to get it. Actually, Boomers enjoy videos with emotion, humor, and personality just like the millennials. An example found is a video done by the organization, AARP. Their series got more than five million views on You Tube. Boomers watch You Tube too? Naaaaaa. Only Millennials and Gen X do. Not those old Boomers. Really???
The Benefits Of Using Video
In all seriousness, digital video across all social platforms not only work for the younger market, but the older market as well. Even the typical mobility format of the 15 to 20 second videos found on Instagram, Twitter, and Snapchat are finding a audience with Boomers. While marketers tend to stero-type Boomers as disengaged with mobility and their related apps, Boomers want to are learning to use, understand, and interact.
Just Who Is Gen X And Why They Are Part Of The Big Picture
Gen Xers, are engaged online. What most marketers may be forgetting is that the oldest Gen Xers are in their early 50’s. That means that marketers need to think about more audience segments and include them in their strategy and messaging for tactics like video. The key word here is Gen X engagers are hitting their early 50’s thus making them one step below the Boomers. If you take the mix of Gen X and the younger Boomers who are in the early 60’s you have a very lucrative market.
Video Marketing For The Older Demographic
There are many ways to approach video marketing with this demographic. However, the first piece of advice is not to assume the audience is just like your grandmother. Instead, many of them prefer subject matter that would appeal to younger generations. It's important to use the right references so avoid things like “mature” or “senior” audiences. Cow-Towing to Boomers with these types of phrases does nothing but make your business look like you are ‘babying” them and they have no common sense. Boomers don't see themselves in those terms. Instead, appeal to them in the light they want to be seen. In reality, they feel they are having the best time of their lives. Plus, Baby Boomers are highly optimistic about their futures. Therefore, provide video content that is insightful and offers tips on making the most from life. No matter what the age, Boomers as with Gen X don’t think about getting old. They think about being happy and doing exactly that!
Tags: #digital video #baby boomers #marketing #video video marketing #social media