How to Create a Marketing Video That Resonates with Older Audiences

Online video is often associated with Gen Z dance trends or millennial product reviews. But here is something that more marketers are beginning to realise: older Australians are becoming one of the most influential audiences online, and they are watching more video content than ever before. If your marketing strategy overlooks this demographic, you could be missing out on one of the most lucrative and responsive consumer groups.

So, how do you create a marketing video that truly speaks to older viewers?

Let’s take a closer look at what makes this audience unique, and how to shape your content so that it connects and converts.

Why Focus on Older Audiences?

People aged 50 and above are now more digitally active than ever. According to the Australian Government’s Older Consumers Factsheet, Australians aged 50 to 69 hold over 40 percent of the nation’s wealth, and 78 percent of Baby Boomers are online. That makes them not only connected, but also capable and willing to spend.

They also tend to be more brand-loyal, have higher levels of disposable income, and are increasingly open to discovering new products and services through digital channels. The perception that older consumers are difficult to reach online is no longer valid.

Facebook remains their go-to platform, making it a natural home for marketing video content targeting this demographic. While younger audiences migrate to TikTok and Snapchat, older users are claiming more space on platforms like Facebook and YouTube. They are actively engaging with content, sharing videos with friends, and even making purchases directly from what they see online.

What Makes a Marketing Video Work for Older Viewers?

Creating a marketing video that appeals to older viewers is not about dumbing things down or turning everything grey. It is about understanding their values, habits, and preferences.

Here are some tips that will help:

Focus on Clarity Over Flash
Older audiences tend to prefer straightforward, clear messaging. Avoid overly trendy edits, rapid-fire transitions, or cluttered visuals. Your video should focus on the message first. Use simple typography, clean visuals, and steady pacing. If you are explaining a product, take your time. Highlight benefits clearly and demonstrate how it works.

Keep Accessibility in Mind
Larger fonts, high-contrast colour schemes, and clear voiceover narration go a long way in making videos more user-friendly. Subtitles are essential too, not only for accessibility but also for the growing number of viewers who watch videos with sound off.

Prioritise Trust and Credibility
Older consumers are more cautious about where they spend their money. Including testimonials, clear product demonstrations, or even subtle cues like having a real person explain the service can build credibility. Avoid jargon or flashy claims. Instead, use real-life scenarios and authentic language that builds trust.

Reflect Their Stage of Life
Use language and visuals that speak to their values and life experience. For example, if your service helps make retirement simpler, show what that looks like in practical, relatable terms. Showcase real people, real stories, and real outcomes.

Align the Platform with Their Habits
Since Facebook remains one of the most used platforms among the 55+ demographic, it should be central to your video distribution strategy. YouTube is another excellent channel, particularly for explainer videos or longer-format storytelling. Email marketing also continues to perform well with this group, and short embedded videos or links to video content can boost click-through and engagement rates.

Strategic Budgeting: Blend Online and Offline

A hybrid marketing strategy can be particularly powerful when engaging older audiences. While digital engagement is rising, traditional media such as print, TV, or direct mail may still hold strong appeal for some segments of this audience.

One approach is to split your budget between digital video production and more traditional advertising methods. For example, run a short marketing video campaign on Facebook while also placing advertorials in publications your audience trusts. Use the print piece to guide readers to your video content. Or start small by testing a Facebook video campaign with a modest budget and scale it up once you see results.

Cross-promotion between formats creates multiple touchpoints, which builds familiarity and trust. These are two factors that are especially important to older consumers.

What Style of Marketing Video Works Best?

Different types of marketing videos can serve different purposes, but here are some that work particularly well with older audiences:

Product Explainer Videos
Straightforward, narrated videos that show how a product or service works are often ideal. Keep it informative, visual, and calm in pace.

Customer Testimonial Videos
Social proof is powerful. Older viewers are more likely to trust a peer than a brand. Showcase customers of similar age groups sharing honest feedback.

Story-Based Videos
If your brand stands for something meaningful, show it. Storytelling that touches on values such as community, family, or reliability can have strong emotional appeal.

Animated Explainers
For more abstract services such as insurance, superannuation, or health products, animation helps simplify complexity. Just be sure the animation style is clean and mature, not overly whimsical.

Keep Measurement Simple and Focused

When running a marketing video campaign aimed at older viewers, keep your KPIs simple and focused. You are not chasing viral reach. Instead, focus on meaningful metrics such as video completions, click-through rates, and conversions from Facebook or email. These indicators provide better insight into how engaged the audience actually is.

Test your campaign in small bursts. Try two or three video variants with different messages and see which one performs best. Track the results carefully and refine your messaging accordingly.

Common Mistakes to Avoid

• Talking down to your audience
• Using overly youthful slang or pop culture references
• Ignoring mobile optimisation (many older users browse on phones too)
• Using rapid edits or low-contrast colours that are hard to follow
• Assuming this audience is not digitally savvy

Final Thought

The older generation is online, active, and ready to engage. They have the resources, the time, and the willingness to explore new products and services if they are marketed in a way that respects their values and communication preferences.

A well-planned marketing video can be the perfect bridge between your business and a mature audience that is often overlooked in digital campaigns. With the right tone, platform, and content, your video can build trust, deliver value, and drive real outcomes.

Ready to connect with your audience?

At Punchy Digital Media, we help organisations craft marketing videos that resonate with older Australians. From animated explainers to short Facebook ads, we create high-quality, engaging content that suits your audience and your goals.

👉 Request a quote today and start reaching the customers you might be missing.