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Tips & Tricks

Adapting Content Marketing for the Aging Population

Two older women look at a phone

As the global population ages, businesses must adapt their content marketing strategies to reach and engage this demographic effectively. The aging population, often overlooked by marketers, holds significant purchasing power and influence. Understanding their needs, interests, and online behavior is key to crafting content that resonates with them. This guide explores how to adapt your content marketing strategies for the aging population, providing practical tips and insights to help you connect with this valuable audience.

Misconceptions abound about those 65 years and older generation. Some believe this age group doesn’t use the internet or isn’t interested in technology, but this is untrue. Smartphone ownership and the growth in technology use are not lost on the older population. In fact, according to Pew Research, 75% of people over 65 say they use the internet, 45% use social media and 61% have cell phones. While it’s not as high as the younger populations, that usage continues to grow. Plus, this population has spending power — spending on average $4,345 a month, according to GoBankingRates. 

Understanding the aging market

There’s a difference between those in their 60s and those in their 80s, so it’s important to focus your marketing on the exact market you’re looking for. According to Simmons/MRI Research, this population is fairly happy and comfortable. They’re looking to live a healthy, long life and focus on their health while spending wisely. They see themselves as happy, fit and full of life, which is what they want to see in the marketing targeted at them.

The challenges with this population are that while they’re online, they’re not as connected as the younger generations. You may also need to take a multifaceted approach, being active on multiple platforms to reach them. 

Adapting content for the aging population

Ensuring your content is focused and tailored to this population is key to making your marketing efforts worthwhile. You’ll want to use appropriate language based on the age range, be clear with your call-to-action and don’t underestimate your audience. Don’t assume they’re not making their own decisions and doing thorough research. 

Other tactics that will help you adapt your content for the aging population are:

  • Using larger font size and legible type. Due to some vision loss or inability to focus, finding an easy-to-read font is key. Marketing Partners recommends some fonts similar to Helvetica, Arial, Futura, Gill Sans, Avant Garde, Trebuchet and Verdana. 
  • Pay attention to color contrast. Make sure the text color contrasts with the background color of your marketing. This will help with overall focus. 
  • Include audio and video content. YouTube is the No. 2 most visited website globally, according to SEMRush. Even if you’re not using YouTube (although you should!), having videos included in your marketing is helpful, whether it’s a tutorial or video showing how seniors benefit from your product. In IZEA’s Influencers & Discount Clubs report for 2024, respondents in the 60 and older generation said that short videos were the most effective way to persuade them to visit a store to purchase a product.
  • Tailor content to the interests and needs of the aging population. Stay away from fear-mongering topics. Your content marketing should reflect how your product or service could help with longevity, adding ease to their lives or impacting their overall well-being. 
  • Use nostalgia and emotion. Tap into nostalgia and emotion that will feel real to the age range you’re targeting. 

Effective platforms for reaching the aging population

This population is active on social media. Platforms like Facebook, Pinterest and YouTube are the most used by those over 65. Here are a few tips to use each platform effectively.


Seniors love Facebook to connect with others, but also as a way to share other articles and content that resonates. Because of this, focus your marketing on the interests of this population with shareable content. Utilize hook titles and text that will bring the reader in about a topic important to their point in life. 


Pinterest is another platform that seniors love, especially female seniors. Since Pinterest is entirely visual, your photos are of the utmost importance. Make sure the photos represent the aging population you’re looking to target. 


As mentioned above, don’t slack on video and audio for the older population. Share tutorials and informative videos to reach older adults as they’re researching something they’re looking to buy. This is a great tool to help you show how seniors can adopt your product or service into their everyday lives. 

Engaging the aging population

When engaging with the aging population, there are a few things you’ll want to build into your content. First, create content to build trust and credibility with the older generation and your brand. Seniors want to feel connected and like they can trust brands They may research your brand and product to see how it’s helped others in their age range or with their same pain points. Work with influencers in the age group to authentically connect with them.

Finally, don’t skimp on customer service online or in your marketing. Ensure your customer service team understands how to effectively answer questions and concerns. You can also be proactive with your customer service and have a page for FAQs, tutorials, reviews and other how-to content to help seniors when researching your brand.

If you’re looking to dabble in marketing to the aging population and want more help, reach out to our team to help create content that reaches this specific demographic.