Properly targeting your audience is the key to marketing success, but not all consumers are the same. This is especially the case when it comes to marketing to seniors.
Fortunately, there are a number of ways video can help improve your senior outreach endeavors.
Attention Spans and Online Media
Online media is taking over every aspect of the Internet.
From banner advertisements to social campaigns to pop-up ads and everywhere in between, the deluge of online media is creating shorter attention spans in consumers of all ages – including seniors.
A few years ago, researchers believed the attention span of online users was around 10 to 12 seconds. Now, it’s common for users to lose interest in online content anywhere from 6 to 8 seconds and senior audiences are no exception. For example, if the seniors have grandchildren, creating a video about toxic ingredients in baby products that they can share with their children helps them feel involved and useful in their kid’s lives.
With that said, video is one of the best ways to boost online attention spans in seniors.
Moving images not only grab the attention of older consumers, they also hold their attention for longer periods of time.
Videos as Educational Tools
In today’s marketing world, it’s not enough to simply advertise to consumers – you must also educate them on the products and services you offer.
Seniors appreciate learning the ins and outs of something before they make a purchase. Videos are the perfect educational tool to do exactly that.
In the article “Thought Leader Series: Advertising to Seniors with Online Videos“, Stephen Baldwin describes how videos can help seniors better understand concepts and product descriptions. By going the video route, you can educate senior audiences while marketing to them at the same time.
Visuals Improve Your Marketing Message
Along with educating senior audiences, visually stimulating promotional content helps improve your marketing message.
Instead of using still images of your products and services, video brings your marketing content to life. Whether you want to show your products in action or provide step-by-step actions of your services, video is the way to go.
Videos Build Trust
You can say much more with video than you can with any other marketing strategy, which can help you build trust among senior audiences. Videos allow you to introduce your products, services, employees, and business in a face-to-face format.
From customer testimonials to staff introductions to answering questions and responding to comments, videos are the perfect way to build trust and create a relationship with senior audiences and viewers of all ages.
Video Marketing Tips for Senior Audiences
Creating a marketing video for seniors is a bit different than making a video for younger audiences.
Instead of fitting as much content as you can into a traditional marketing video, you’ll want to concentrate on a singular message when targeting seniors. Too much video content might not translate well with seniors.
Additionally, if you are going into detail about the products and services you offer, you may want to consider providing captions or bullet points with your video. This will allow senior audiences to read along with the onscreen visuals.
When it comes to reaching out to senior audiences, keep in mind the video marketing tips mentioned above.
About the Author: Adam Groff is a freelance writer and creator of content. He writes on a variety of topics including video marketing and senior living.