The Effects of Video Marketing on Seniors
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Date
2019
Authors
Bertelsen, Haley Alexis
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
In recent years, video and “unbranded” social media marketing has taken off in every industry. Everywhere you look, companies are attempting to connect with consumers in new and creative ways. However, there has been a marked lack of materials, studies, and thought put toward older demographics. While the 55 and older community is not as well connected to technology as their Millennial counterparts, they are far from absent. Over a third of United States seniors (recognized as those who are 55 and older) use social media, and 76% of that population are on Facebook. Facebook’s powerful, easy to use campaign management tools, combined with the large population of seniors on the platform, offers a potential opportunity for new insight into social media marketing that is directed to this population. This research looked to challenge the current beliefs and standards for senior marketing by creating a video marketing campaign targeted toward the older demographic. Working in conjunction with a luxury retirement community company, three videos (showcasing three different themes) were launched, real-time data gathered, and the successes and shortcomings of the campaign analyzed. The findings show that older demographics engage positively with video marketing materials, and the videos’ success correlated to higher page engagement and higher awareness. This has huge potential for not only the retirement community industry but any company looking to connect with the 55 and older demographic.
Description
46 pages
Keywords
Business Administration, Marketing, Facebook, Seniors, Older Adults, Social Media