{"id":1174,"date":"2018-03-13T15:34:12","date_gmt":"2018-03-13T19:34:12","guid":{"rendered":"https:\/\/sproutvideo.com\/blog\/?p=1174"},"modified":"2023-10-23T18:52:42","modified_gmt":"2023-10-23T22:52:42","slug":"how-and-why-to-use-video-to-market-to-baby-boomers","status":"publish","type":"post","link":"https:\/\/sproutvideo.com\/blog\/how-and-why-to-use-video-to-market-to-baby-boomers.html","title":{"rendered":"How (and Why) to Use Video to Market to Baby Boomers"},"content":{"rendered":"

What comes to mind when you read \u201cbaby boomers\u201d? Is it a gray-haired grandmother baking cookies? A tech entrepreneur launching his second career? An empty-nester couple embarking on an around-the world adventure? <\/span><\/p>\n

Born between 1946 and 1964, baby boomers can be a hard group to nail down; the fact of the matter is they can have any or even all of these characteristics. Sure, they may spend one Sunday afternoon helping little Susie put the finishing touches on her sugar cookies but you\u2019re just as likely to find them exploring the world the next day. The worst thing any marketer can do is assume there is a one-size-fits-all approach to this diverse group of people. That said, there are some common factors\u00a0to consider when planning your video marketing campaigns.\u00a0<\/span><\/p>\n

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Why Baby Boomers? <\/b><\/h2>\n

For starters, the 50+ generation is economically powerful. Having worked for the past several decades, they\u2019ve had time to increase their earnings, save, and see their investments grow. Even better, they\u2019re willing to spend this money, both on themselves and on others (ie family). In addition to money, many baby boomers have more time on their hands than ever before thanks to retirement and\/or becoming empty-nesters; this fact lends itself well to the idea that they\u2019re willing to spend time learning about your offerings via video. <\/span><\/p>\n

Another important consideration to keep in mind<\/span> when allocating your marketing resources is the sheer size of this population\u2026 and it\u2019s growing thanks to advances in science and medicine! Lastly, once they\u2019ve bought into a brand, baby boomers are more likely to remain loyal to that brand. The main reason for this is that they are likely going through less transitions in life than, say, Generation Yers who are more likely to see their role changing in almost all aspects of life including work, marriage (and divorce), having children, and moving. As Scott Gulbransen, director of communications for AARP Nevada recently put it for the <\/span>New York Times<\/span><\/a>, <\/span>\u201cTastes and passions change frequently for younger people. But boomers, once they have connected with a brand, can stay loyal for years.\u201d <\/span><\/p>\n

With all of these considerations in mind, let\u2019s dive deeper with real world video examples from various industries. <\/span><\/p>\n

1. Patronizing Will Get You Nowhere<\/b><\/h2>\n

T-Mobile\u2019s chief executive, John Legere, nailed it in a 2017 video sharing T-Mobile\u2019s new #Unlimited55 service plan. The entire video consists of an exasperated Legere pointing out the ways in which T-Mobile\u2019s competition assumes that buyers 55 years and older are uninformed about all things technology. <\/span><\/p>\n

Legere speaks candidly and directly to the viewer, frequently making his point by cutting to examples of the kind of condescending advertising others in his industry engage in. The video takes a humorous approach to the issue but with such honest relatability that it feels more like listening to a fellow boomer (which Legere is) than listening to a hard sell. This is a sure way to stoke consumer engagement (check out the comments below the video!) and loyalty. <\/span><\/p>\n

2. Individuality & Independence Rock<\/b><\/h2>\n

Known as the \u201cme generation\u201d, appealing to baby boomers\u2019 sense of individuality and independence is a sure-fire way to keep their attention – But you must be authentic! <\/span><\/p>\n