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Simplicity is the Key for Reaching Seniors on Social Media

Simplicity is the Key for Reaching Seniors on Social Media

Social media advertising is an increasingly relevant tool for many business owners. Like any other form of advertising, these messages work best when they’re targeted to a specific audience. If a significant portion of your customer base is 65 or older, it’s a good idea to think through what you’re going to do to make your advertising especially relevant to these buyers.

[Tweet “39 million seniors had a Facebook or Twitter profile in 2014. #SocialMedia “]

According to the Pew Internet and American Life project, nearly three quarters of all seniors had a mobile device in 2014. 39 million had a Facebook or Twitter profile, with nearly half of them considered active users. Active senior users of social media are using it the same way everyone else is – to connect with friends, to be entertained, and yes, to shop.

When designing social media marketing to reach your senior customers, keep these key points in mind:

Less is More:

Clean design is essential to appealing to seniors. Avoid the urge to clutter an ad with too many images and reams of text. Instead, focus on one emotionally impactful image and minimal text that’s informative and written clearly.

Think Through Your Appeal:

Frame your offers in a way that prioritizes the benefit to the senior customer. For example, a toy retailer may have this season’s most popular game before anyone else, but the value add for the senior may be that they’ll be able to be the cool Grandma by being the first to get it for their grandkids.

Go for the Positive:

After more than 6 decades of consumer experience, seniors have had enough of fear based marketing. Scare tactics or pointing out potential perils doesn’t work with this audience. Instead, focus on empowering messages that reinforce the positive choices seniors can make to make their life better.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office