Connecting your charity with older audiences on social media

Social media is an essential tool for charities looking to broaden their reach and engage with new and existing audiences. While much focus from brands, companies and charities is on younger users, older audiences are increasingly active on digital platforms.  

In 2024, Age UK reported that 70% of those aged 65 to 74, and 57% of internet users in the UK aged 75 and over, used the internet to browse or post on social media regularly. According to figures from ONS, the over-70s age group ranks second, just behind Gen Z, in terms of the average time spent online (excluding for work or TV streaming). 

And it’s not all just your nan oversharing on Facebook or your elderly neighbor complaining about bin collection! Many older people use social media to stay connected with loved ones and their communities. Given this growing engagement, why not tailor your social media strategy to better reach this audience?

 

Find the right channels and formats 

Choosing the right social media platforms is crucial for engaging older audiences. Not all platforms have large older audiences, so it’s important to focus on where they are most active and comfortable. Facebook remains the top choice for older adults in the UK, with many using it to stay connected with family and friends.  

Facebook Groups (particularly for local areas and niche causes) allow for consistent and accessible engagement with this generation. WhatsApp is also highly popular with older people in the UK, due to its simplicity and privacy. Your charity can use WhatsApp groups or broadcast lists for direct, interactive communication with older supporters, particularly on a ‘grassroots’ level. 

Although TikTok is the fastest growing social media platform, YouTube remains an extremely popular platform, particularly for older people. It is for this reason that you should not ignore video (and not just on YouTube – videos on Facebook are immensely popular with older people). It’s a fantastic way for your charity to share stories, highlight your impact and explain ideas and topics that may be harder to explore in written text. Older audiences tend to engage with video content more than text, and YouTube’s accessibility for us all to find and follow engaging content.

 

Embrace accessible language 

Clear and accessible communication is vital when engaging with older audiences on social media. We recommended utilising straight forward, plain English language that resonates without being patronising to build trust. Using simple language doesn’t mean your reducing your content’s worth – it’s about clarity and precision, which many older users will appreciate. This ensures content is engaging and easier to follow, especially for those with limited digital literacy.  

When it comes to calls to actions (CTAs), keep them clear and easy to follow. Whether it’s “Donate now,” “Join us,” or “Share your story,” make sure your CTA stands out and isn’t hiding behind subtleness or confusing buzzwords. Limit the number of actions in each post to avoid overwhelming users – they want to only click once or twice to support your cause or learn more about your work 

Avoid using slang, jargon, and niche internet references. Yes, we love to relate our work to whatever is trending on TikTok, but this can be confusing or alienating for older audiences. That’s not to say that older audiences don’t understand or engage with memes, but be thoughtful in selecting them. Instead, choose universally understood terms that appeal to people regardless of their age range.

 

Ensure accessibility and inclusion 

Keeping your social content accessible should be a priority for all audiences, not just older people. Here are a few things to consider when writing accessible social media posts. 

Start by providing alt text for all visual content and photos. This allows visually impaired users who rely on screen readers to understand the context and message of your posts. Additionally, use Pascal Case for hashtags, which improves readability – for example, instead of posting #mondaymotivation, use #MondayMotivation.  

It is also important to choose accessible fonts that are easy to read and ensure the text contrasts well against the background. Avoid overly decorative or small fonts that may be hard to decipher.  

Captions on any video are a necessity. Most social media platforms have strongly developed built-in captioning software, but make sure to check the wording is correct before posting! Alternatively, you can use software like Kapwing to create your own subtitles. 

It is also key to be as inclusive as you can in your social media and imagery. Ensure that you show imagery of people of all backgrounds and age ranges. Too often, stock imagery is focused on younger people – older people deserve to be seen too!

 

Build a community 

Older people often value community and connection, so fostering a sense of belonging can strengthen their relationship with your charity. Regular engagement goes beyond simply posting; it involves responding to comments, answering questions, and acknowledging your supporters. When audiences feel recognised and valued, they are more likely to engage actively and may even become long-term supporters of your organisation. 

Consider creating supportive spaces, such as private Facebook groups or WhatsApp communities, where supporters can connect, share experiences, and discuss your cause. These spaces offer security and intimacy, helping older users feel comfortable sharing their views and stories.  

Older audiences are often keen to share content with family and friends, so make it easy for them to pass along your message. Shareable content can include blogs with inspiring stories, impactful graphics, or informational videos that highlight the difference your charity is making. 

 

 

Social media is a powerful tool, and with the right approach, it can help your charity create a positive impact that resonates across generations.