AARP’s YouTube channel strives to tell great stories that resonate with our audience, strengthen communities and empower people to improve the quality of their lives as they age. AARP is leading a revolution in how we view and live life after 50. In 2025, content focused on these pillars: brain health, caregiving, fraud prevention, Medicare and Social Security.
YouTube offers unparalleled access to older adult audiences—but standing out on the platform is increasingly difficult. The sheer volume of content uploaded every minute creates an intense competition for viewer attention. We identified five content pillars: Social Security, Medicare, Fraud, Caregiving and Brain Health. We’re using these pillars to guide and unify all our storytelling efforts to further solidify AARP as a trusted voice and authority on some of the top issues older adults face today.
We use platform insights and search data to track audience interests and emerging trends and identify gaps in our content offerings, ensuring that each new video is designed for relevance and discoverability. We take care to optimize our content, from concept to publication, so what we post reaches the right audience at the right time. By continuously analyzing performance data and audience behavior, we have continued to refine our strategy and content themes to maximize reach, engagement, and impact.
Through these efforts, we have established a strong footprint on YouTube that drives brand trust, delivers consumer value by making information on financial resilience and health security more accessible, and fosters an engaged audience in the platform while connecting them with the tools, resources and value that AARP provides.
We delivered high-quality, accessible content that simplified complex topics and addressed the issues older adults care about most. By pairing trusted expertise with platform-optimized storytelling, we strengthened AARP’s presence on YouTube, built brand trust, and fostered an engaged audience. Ultimately, we expanded access to critical information while connecting viewers to the tools, resources, and value AARP provides. We were successful in our efforts, publishing 173 videos that generated more than 35 million views, and gaining 17,000 subscribers.
