Facebook is making a play for Boomers this holiday season.
The social network has garnered a reputation for catering to a graying population. While, teens are discovering oldies music on TikTok, older people are discovering technology on Facebook.
In a recent pitch deck obtained by Ad Age, Facebook can be seen marketing its relationship to seniors in a major way for the coming holiday season. There is also an appeal to Gen X: Facebook says there is an opportunity during the COVID-19 pandemic to market to older audiences that are just now getting comfortable with online shopping and social media. “Gen X and Boomers dominate mobile and e-commerce growth,” Facebook says in its holiday pitch.
Facebook’s holiday PowerPoint presentation offers a glimpse into how the social network is embracing the older set while so many social media rivals are more apt to highlight their youth and vigor. Facebook even uses the term Boomers with a sort of pride, while the generation (born between 1946 and 1964) has been mostly a target of ridicule from younger, hipper online cohorts.
The 40-plus page deck (see excerpts below) also outlines e-commerce updates from the social network, with new products including Instagram Live shopping, a sort of home-shopping channel built for social media. Facebook has said more than 800 million people “are engaging with livestreams” every day. Facebook is encouraging brands to go live for events like Black Friday.