Guide
video adsaudience targetingVideo Ads Targeting Baby Boomers (60–78): Platform, Format & Creative Guide
Baby Boomers (60–78) have specific habits and preferences. Here's what works.
Last updated: March 18, 2026
Market Size
70M US. Control 53% of household wealth ($78T). Retiring. Largest healthcare consumers.
Platform Behavior
Facebook primary (68% daily). YouTube 2nd. Google Search. Email (highest engagement). LinkedIn for working. Very low TikTok/Instagram.
Preferences
Content: Trust-based, authoritative. Longer attention spans (60–180s fine if relevant). Health/wellness, financial security, travel, grandparenting, home improvement.. Purchase: Highest disposable income. Brand loyal, switch for better service. Heavy research. Phone calls for high-consideration. Desktop-dominant..
What Works
Clear readable text (large fonts, high contrast). Professional production. Expert endorsements. Detailed information. Customer service emphasis ('call anytime'). Community/family values.
What Doesn't
Fast editing. Small text. Mobile-only. Slang. Chatbots (want humans). Ignoring desktop/tablet. Assuming tech illiteracy.
Format & Budget
Format: Brand Story and Testimonial Proof. Landscape 16:9 for FB/YouTube. Large text overlays. Professional voiceover. Slower pacing.. Budget: 60% Facebook, 25% Google, 15% YouTube. Do NOT spend on TikTok/Snapchat/Instagram for this demo..
Pro Tips
- Facebook primary (68% daily). YouTube 2nd. Google Search. Email (highest engagement). LinkedIn for working. Very low TikTok/Instagram.
- Clear readable text (large fonts, high contrast). Professional production. Expert endorsements. Detailed information. Customer service emphasis ('call
- Fast editing. Small text. Mobile-only. Slang. Chatbots (want humans). Ignoring desktop/tablet. Assuming tech illiteracy.
- 60% Facebook, 25% Google, 15% YouTube. Do NOT spend on TikTok/Snapchat/Instagram for this demo.
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