TikTok’s Marketing Potential for an Older Audience

Are You Overlooking TikTok’s Marketing Potential for an Older Audience?

Busting the TikTok Age Myth

When you think of TikTok, it’s easy to picture a platform filled with dancing teenagers and viral challenges. But the reality is that TikTok’s audience has been steadily aging up over the past several years. If you’ve been dismissing TikTok as a platform that’s too young for your brand, it might be time to reconsider.

TikTok’s Evolving Demographics

TikTok isn’t just for Gen Z anymore. The platform’s user base has diversified, with a significant portion of older users now actively engaging on the app. Here’s a breakdown of TikTok users in the U.S. by age group:

As you can see, a large chunk of TikTok’s audience is over 30, with nearly 33% falling between the ages of 30 and 49. This means that no matter what age group your target audience falls into, there’s a good chance they’re spending time on TikTok.

The Time Spent on TikTok Is Astonishing

Another surprising aspect of TikTok is how much time users are spending on the app each month. TikTokers are not just casually scrolling—they’re deeply engaged. Here’s a look at the average monthly time spent on TikTok in some of the top countries:

In the U.S., users spend an average of 45 hours and 37 minutes on TikTok every month. That’s nearly two full days! The UK tops the list with users spending close to 50 hours a month on the platform. This level of engagement is hard to find elsewhere, making TikTok a potentially valuable platform for your marketing efforts.

Why TikTok Could Be Right for Your Brand

With users across all age groups and a staggering amount of time spent on the platform, TikTok offers a unique opportunity to reach and engage with a broad audience. Whether your target market is young adults, middle-aged professionals, or even older demographics, there’s a place for your brand on TikTok.

And don’t forget that TikTok’s algorithm is designed to surface content to the right audience, regardless of who they are. If your content resonates, it can quickly gain traction, even among audiences you might not expect to find there.

Reevaluating TikTok for Your Marketing Strategy

If you’ve been overlooking TikTok because you thought its audience was too young for your brand, maybe it’s time to think again. With a diverse age range of users and incredibly high engagement levels, TikTok is a platform that can’t be ignored.

Depending on your niche and target market, you may find that TikTok is not only relevant but essential for your marketing strategy. Give it a try and discover if your next loyal customer is just a TikTok away.

Here are 5 tips for marketing to an older audience on TikTok:

1. Create Relatable Content
Focus on content that resonates with life experiences or interests common to older audiences. Topics like health, family, finances, hobbies (e.g., gardening, cooking, fitness), and nostalgia tend to grab attention from older viewers.

2. Simplify the Message
Keep your messaging clear, straightforward, and informative. While younger users often enjoy fast, meme-based humor, an older audience may appreciate more thoughtful, easy-to-follow content that explains value or offers practical advice.

3. Leverage Storytelling
Older audiences appreciate compelling stories. Craft videos that tell a story about your product or service, show transformations, or demonstrate how something fits into daily life. You can use customer testimonials, before-and-after showcases, or behind-the-scenes looks.

4. Use Influencers Who Appeal to an Older Demographic**
Partner with influencers who are either part of the older demographic or who create content that aligns with older adults’ interests. Authenticity is key, so influencers that genuinely relate to your message will resonate more.

5. Educational or How-To Content
Many older users go on TikTok for information and learning. Create tutorials, how-to videos, or educational content that teaches something useful or new, whether it’s about tech, lifestyle tips, or niche topics like retirement planning or personal development.