As of early 2026, social media usage amongst older Australians is significantly higher than many businesses realise, driven by improved digital literacy programs and platforms now featuring more accessible interfaces. Targeting this demographic effectively requires understanding their platform preferences and utilising features designed for ease of use.
- Facebook remains dominant: Over 65% of Australians aged 65+ are active on Facebook, using it primarily to connect with family and friends.
- YouTube is growing rapidly: Consumption of video content on YouTube is increasing, with many older Australians using it for information and entertainment.
- WhatsApp for direct communication: Increasingly, older Australians are using WhatsApp for private messaging with family, particularly those overseas.
- AI-powered translation: Current systems include real-time translation features within platforms, allowing businesses to personalise content for culturally and linguistically diverse (CALD) seniors.
In 2026, Australian consumer law regarding digital marketing – particularly around data privacy and accessibility – is stringent. Campaigns must adhere to the Australian Communications and Media Authority (ACMA) guidelines, ensuring content is clear, concise, and avoids misleading information. Furthermore, platforms now feature enhanced age and interest-based targeting, allowing for highly optimised ad spend. Optimising for accessibility, such as providing captions on videos and using larger font sizes, is crucial for engagement.
Rather than navigating these complex technical requirements yourself, you can simply reach out to our team. At ROI.com.au, we can take care of all this for you—visit our contact page to get started.
