It’s time for our favorite part of every Monday: the weekly roundup of the most engaging content from the past week.
First, we’ll take a look at 20 phrases you should be incorporating into your Facebook headlines for increased likes, comments and shares. After that, MediaPost provides insights on some of the challenges that Baby Boomers face now and in the coming years.
Most Clicked: Facebook Headlines — 20 Effective Phrases You Should Consider
MarketingProfs recently published an article examining the results of a study conducted by BuzzSumo.
The study involved analyzing the performance of 100 million article headlines published on Facebook between March 1, 2017, and May 10, 2017, and studying three-word phrases across all headlines that garnered the most engagement.
While the effectiveness of these three-word phrases (also known as trigrams) within specific age demographics is not stated in the findings, there are still some helpful insights into the terms that marketers in the senior products and services industry could be using to increase the effectiveness of their digital marketing tactics.
For example, the results of the study show that headlines that included the trigram “will make you” had the most engagement across the 100 million headlines that were examined.
Consider incorporating that three-word phrase into your next Facebook ad headline. For example, Three Facts that Will Make You Consider Moving to a Senior Community.
Based on the results of the study, the next most effective trigrams found in Facebook headlines were “this is why,” “can we guess,” “only X in,” and “the reason is.”
While some of these phrases may come off as clickbait, we recommend testing one or more of them in your Facebook headlines over the coming months and tracking their engagement versus the headlines that you were using previously. The only way to determine whether insights from the study will positively affect your Facebook campaigns or not is to actually put them into action.
According to our Social, Silver Surfers study, only 28% of older adults want to engage with brands on some level through social media. As such, you will have to work harder to get the attention of this demographic on Facebook. These trigrams may be just want your headlines need in order to do just that.
Testing some of these phrases? We’d like to hear about whether or not they had a positive impact on your campaigns and which ones you found to be most effective.
Click here to find out what the rest of the most engaging headlines were.
Most Shared: The Intergenerational Imperative
An article written by Lori Bitter, Senior Strategist at The Business of Aging, and published on MediaPost dives deeper into some of the common challenges that both Baby Boomers and Millennials face now, and in the future.
Based on the article, here are some of the challenges Boomers have encountered that we believe professionals in the senior products and services industry should be aware of:
- Student Debt Load: Believe it or not, 2.8 million borrowers are over the age of 60. Many Boomers have been paying of their debts for over 40 years, and this is a challenge that is expected to plague Millennials into their mid-lives as well.
- Lack of Retirement Savings: Rising debts and failure to plan for retirement have resulted in 50% of Boomers having $100,000 or less in their retirement savings. With Millennials opting to rent or stay at home longer, Boomers are struggling to sell their homes (a valuable retirement asset) to younger home buyers.
- Lack of Caregivers: Between 2030 and 2040, the 80+ population is expected to increase by 44% while the number of caregivers is only expected to increase by 10%.
As professionals in the senior living industry, we need to take a step back and reflect upon whether we are really meeting the needs of our residents and prospects.
Are we offering them the resources and services to help them ensure that they can afford life in a continuing care retirement community (CCRC) for the duration of their retirement? Are our communities adequately staffed to provide support to all of our residents?
Another interesting point Bitter’s article raises is how people are living three decades longer than they did in 1900. “Contrary to the way many people think about those years, they are not simply tacked onto to the end life,” she notes. “These extra years are an expansion of every stage of life.”
Simply put, many people just aren’t ready to make the move to a CCRC when they are 65. But rather than wait for them to be ready, you can offer them alternative services in the meantime. For example, North Hill’s Connected for Life program which offers adults ages 55+ Lifecare in their own home.
Take some time to think about innovative services you could be offering to meet the needs of your respects.
Click here to read the entire article.