It's Time for Brands to Get Real: Stop Ignoring the 50+ Demographic on Facebook

Brands, listen up. It's time to drop the ego and stop pretending that your customers over 50 don't "hang out" on Facebook. The notion that you should be exclusively pouring your resources into platforms like Instagram for "organic traction" is a flawed strategy that's costing you money. The numbers prove it, and frankly, I'm one of the people you're missing out on.

As a tech-savvy online marketer over 50, I'm a consumer, too. I see the lack of effort, the misplaced focus, and the assumption that my generation isn't a viable, valuable market. Let's be clear: we're not just on Facebook; we're using it as a shopping and discovery platform, and we're ready to buy from the brands that bother to show up.

The Facebook Goldmine: Where the Money Actually Is 💰
 

The facts are staggering, so let's put them in plain sight. Facebook has over 2.1 billion daily active users. This isn't just a number; it's a massive, bustling marketplace. Brands that are neglecting this platform for the sake of chasing a younger demographic on Instagram are making a critical error. While Instagram is dominated by users under 35, a significant portion of Facebook's user base is over 45, and they have the spending power.

This isn't about choosing one platform over the other. It's about being strategic. Brands should have a presence on both, but their Facebook strategy needs to be a primary focus for driving conversions and sales. On Facebook, users are more likely to click on ads and make a purchase. The platform's robust ad tools allow for granular targeting based on interests, behaviors, and demographics, making it easier than ever to reach the right people with the right message.

The Instagram Ego Trap: A Case of Misguided Priorities
 

I've seen it firsthand in my own business: a brand will pour all their creative energy and budget into crafting aesthetically pleasing, organic content for Instagram, only to get minimal returns. They chase likes and engagement from an audience that often has less disposable income, while ignoring the platform where their ideal customer is actively looking to buy. This is an ego trap—a desire to be seen as "cool" and "relevant" to a younger crowd, even if it means sacrificing actual sales.

Don't get me wrong, Instagram has its place, especially for building a visually-driven brand identity and engaging with a younger audience. However, for a brand focused on revenue, especially for products and services that appeal to a more mature and financially stable market, Facebook is a non-negotiable part of the strategy.

My Wallet is Ready, But Where Are the Brands?
 

I'm an ideal customer: I'm tech-savvy, I have a high level of disposable income, and I'm not afraid to make purchases based on targeted ads. I'm actively using Facebook, and when I see an ad for a product that aligns with my interests—whether it's a new piece of tech, a travel experience, or a subscription service—I click on it.

Brands need to stop making assumptions. Our age doesn't make us less digitally aware. In many cases, it makes us more discerning and brand-loyal. We're not just consumers; we're advocates who will happily tell our friends about a great product or service. So, to all the brands out there: get rid of the ego, put the time and effort into your Facebook strategy, and meet us where we are. Our wallets are waiting.