The Power of Social Media Engagement with the 55+ Market

Engagement is a word often heard but sometimes misunderstood. Much more than just a buzzword however, engagement is how audiences connect with brands. It is also a trackable sign of how well your message is resonating with your prospects and clients – with the number of shares, likes and comments that result.

Social media provides the perfect platform to engage and eventually start a conversation and continue it off-line.

But is being active on social media critical for those of us serving the 55+ consumer community?

The answer is yes. This demographic is increasingly active online. They're not just scrolling; they're connecting, researching and making informed decisions. Your first step is knowing the social media platform where your prospects are likely to be.

The same is true for B2B companies. Having a social media presence isn't optional—it's essential. Platforms like Facebook and LinkedIn are natural pathways to reach the senior market. And they offer opportunities to not only showcase your brand's authenticity, but are a perfect place to share valuable information and build trust.

A recent Buffer.com post averaged engagement rates across the eight major social platforms and found that LinkedIn is leading the pack. With a median engagement rate increasing from 6.00% in January 2024 to 8.01% in January 2025, this growth is attributed to less content saturation and an algorithm that rewards meaningful conversations.

While social media analytics offer valuable insights, true engagement goes far beyond metrics. It’s about building genuine relationships and the trust required to convert prospects into loyal clients.

Are you leveraging social media to connect with the senior market? If you're not, you might be missing key opportunities to relate with your audience.