Some new data shows that older users on Facebook have started to connect more with brands than they did in the past.
As recently as September 2010, based on research from Wedbush Securities, it seemed as if engaging with a brand in Facebook was just not something that interested Facebook users who are over 55. According to that report, only about one in four of Facebook’s oldest users had “liked” a brand on the site, compared with 60% of those ages 18 to 34.
By November 2010, over-55s had begun to close the gap, however, and by April 2011, nearly half were connecting with brands. Engagement had also risen among 18- to 34-year-olds as well as the 35-to-54 age group over the period. Overall, 59% of adult Facebook users had “liked” a brand as of April, up from 47% the previous September. Uptake among the oldest users appears to have been a major factor in this rise.
This is a really interesting change, as most brands focus on reaching out to younger demographics on Facebook. With that changing, brands now have a great opportunity to reach out to, and interact act with, seniors.
Typically, social media users connect with brands to get deals and discounts, as well as information about products and special offers. But that might not be the case for seniors. For example, affluent social media users tended to follow brands because of a preexisting affinity for them, and a desire to be kept informed.
Do you run a different campaign on Facebook to reach seniors than you do to reach a younger demographic?