Many brands that cater to older audiences believe that social media is reserved for teens and millennials. One of the biggest concerns we hear is, "but my target market isn't on Instagram." But this common misconception couldn't be further from the truth.

While it is true that many social media platforms start out dominated by younger age cohorts, as a platform develops and customers' preferences evolve, often older demographics come to dominate. For example, when Facebook first came out, millennials adopted it quickly, but today, baby boomers are the single largest age cohort on the platform, making up an astounding 70% of active users (Forbes). While millennials have mostly switched from Facebook to Instagram, baby boomers are in the early stages of also making this switch. Similarly, when Instagram started nearly 10 years ago, it was targeted towards young adults. But as this demographic continues to age and new users join, the platform continues to reach older demographics. For example, in 2016, 18% of individuals between 50-64 said that they used Instagram. In 2020, 23% of this demographic reported using the platform. Within the next decade, it is likely that baby boomers and GenXs will become the top users of Instagram, and millennials and GenZs will turn to the newest platform of the time. The point is that social media platform's demographics are constantly changing. So don't rule out a platform because it's associated with a certain audience that doesn't meet your target audience!

Still not convinced?

Here are 4 key reasons why your business should be on Instagram: 

1. Instagram is where your demographic is

It is clear that different age groups tend to favor different platforms, but the data shows that Instagram is situated somewhere in the middle of various demographic trends. Therefore, being on Instagram is the perfect place to capture a wide range of customers across different age groups. The message is simple: be where your customers are! 

2. Instagram gives you reach

It's hard to argue with the numbers. Today, Instagram has over 800 million active users, and of that, over 500 million of them log onto the platform daily (Business.com). This means that by being on the platform, you are able to reach a massive audience. And the possibilities are endless; the more you engage, the larger your reach will be.

3. You can make money directly from Instagram

Instagram not only allows businesses to market and position their products, but it can also assist them in making sales directly. For example, Shoppable posts allow businesses to tag their products and create links that bring users directly to their online stores. Another way to make money through Instagram is by placing ads.

4. There are no barriers to entry

The great thing about Instagram is that literally, anyone can join, including your business! It doesn't matter how much revenue you brought in last year, how many employees you have, or how big your audience is. The platform provides you with all the tools you need to be successful on the platform. So, why not take advantage of it?

Written By: Kassidy Aweida, AMR Digital Marketing, Influencer/ Community Manager