Step aside teens and twenty-somethings. TikTok is for mid-lifers too.

If you think TikTok isn’t a valuable marketing platform for your audience, you might want to reevaluate. After a year spent in quarantine, more middle-aged adults than ever are scrolling, swiping, and content-creating on the app.

If you’re still skeptical, consider these stats. 

According to a recent poll by the Pew Research Center, 22% of adults 30-49 years old report using TikTok, and 14% of adults 50-64 years old are on the platform. While this is a far cry from the 48% of Gen Z-er’s on the platform, it proves that TikTok isn’t just for young people anymore. Plus, of all TikTok users, 61% are women. Among all TikTok users, regardless of age, the most popular content categories are entertainment, dance, pranks, and fitness/sports.

Mid-lifers find community on the platform.
Watching and creating videos helps these older users connect over shared experiences and causes. And after a year or more of working (and schooling) from home, these users are craving connection. More than just dance challenges, TikTok users create content that covers social activism, mental health awareness, parenting advice, project tutorials, health tips, and more.
Among both moms and 40-50 year-olds, the users who are quickly adopting the platform this year, the feeling of being overlooked, undervalued, or underrepresented is pervasive. But TikTok has given them a platform to be seen, heard, and to share their unique perspectives. Creators and consumers alike can find community and like-mindedness on the platform. While some social media platforms have become divisive and draining, TikTok—so far—has remained a safe and supportive space.

For brands, this means a new place to connect with customers.
If you’re a business looking to reach the growing group of moms and older millennials engaging with the platform, you might want to consider working with a TikTok influencer. 49% of TikTok users say they’ve purchased something they saw demonstrated, reviewed, or promoted on the platform. Notably, that’s higher than the purchase rate for products seen on Pinterest, YouTube, Instagram, or Facebook!

With its wide – and growing – reach, the platform quickly becomes necessary for brands looking to reach a tuned-in and purchase-ready audience. 

When you’re ready to navigate the Wild Wild West of TikTok marketing, our expert team is ready to help you create content that isn’t cringe-worthy. Let’s Chat.