Stumbled upon a few pieces of info that I thought were really interesting from the Facebook advertising firm SocialCode:
- People 50+ are 28 percent more likely to click ads within Facebook than younger people but they are nine percent less likely to "Like" a page once they've clicked an ad.
- In general, women are 11 percent more likely to click an ad on Facebook. Interestingly, women 50+ are 31 percent more likely to click an ad than people 18 to 29 (if I'm reading this news release correctly).
So, what's all this mean? It looks like if you are trying to reach older adults on Facebook, you should consider how you present your content and key messages. Right now older people are clicking ads, perhaps exploring pages, but because they are not "liking" the page as often, they are not benefiting from extended engagement with brands, etc. When using Facebook to reach older adults, we need to make sure Facebook visitors get everything they need from us, even if they visit just once. We also should make it clear that if they'd like to continue to engage with us, they should "Like" the page.
-Jamie Carracher. Connect with me on Twitter!
