Yes, a significant and growing proportion of older Australians (aged 65+) are active social media users in 2026, and this is reflected in platform data and advertising capabilities. This usage is facilitated by platforms adapting interfaces and content delivery to suit diverse user needs, and by the increasing prevalence of smartphones and accessible internet access across all demographics.
As of December 2025, Meta (Facebook and Instagram) remains the dominant platform for this demographic in Australia, with approximately 68% of Australians aged 65+ having a Facebook account. Meta’s advertising platform now includes detailed demographic targeting, allowing businesses to specifically reach users based on age, location (down to postcode), interests, and behaviours. The platform’s ‘Lookalike Audiences’ feature uses algorithms to identify new potential customers who share characteristics with existing customers – including older Australians already engaging with a business’s content. TikTok’s advertising platform, while newer, currently offers similar targeting options, though uptake amongst older Australians is lower. Snapchat’s advertising reach within this demographic remains limited. Importantly, Australian privacy laws (including the Privacy Act 1988 and the Australian Consumer Law) apply to all data collection and advertising practices on these platforms, requiring businesses to obtain consent where necessary and adhere to data handling regulations. In 2026, platforms are expected to further refine these targeting capabilities based on first-party data and AI-driven insights.
Essentially, social media platforms function as data-driven advertising systems, allowing businesses to reach specific demographic groups – including older Australians – based on user profiles and algorithmic analysis.
