TikTok is no longer just a playground for Gen Z. Once dominated by quirky dance trends and viral challenges, the platform has quietly opened its doors to older generations like Millennials, Gen X, and even Baby Boomers. As these older users join in increasing numbers, TikTok's landscape is evolving, and with it, so are the strategies that marketers need to succeed.
While TikTok's core audience remains youthful, there's no denying that this new influx of older users is meaningfully shifting the dynamics. This change brings both opportunities and challenges, as marketers must adapt to target a diverse range of users. But the big question remains: Will younger users begin to abandon the platform? What does the growing influence of older generations mean for the future of TikTok?
The shift started slowly. At first, older users discovered TikTok content through shared videos on Instagram, Facebook, and other platforms with which they were already familiar. They may have viewed TikTok as a chaotic place for teens, but eventually, curiosity led them to download the app. What they found surprised them.
Thanks to TikTok's sophisticated algorithm, which tailors the For You Page (FYP) to individual user preferences, older users quickly began to see content that resonated with them, whether it was financial advice, home improvement hacks, or cooking tutorials. The algorithm adapts quickly, learning what each user engages with, and within days, older users find themselves hooked.
As older users scrolled, engaged, and followed creators in their interest areas, they contributed to TikTok's growing diversity in content. Today, nearly influx, and this number is rising steadily. The platform is no longer just a playground for Gen Z, it's becoming a more inclusive space that spans generations.
For marketers, one of the most important aspects of this shift is the purchasing power that older users bring. While Gen Z may drive trends and online conversations, Millennials and Gen X have a much higher disposable income. They are entering their peak earning years, and with that comes the ability to make larger, more significant purchasing decisions. Whether it's investments in real estate, luxury goods, travel experiences, or long-term financial planning, older audiences represent an attractive market for brands looking to sell premium products.
Moreover, older users approach TikTok with different goals than Gen Z. While younger users focus on entertainment, viral trends, and self-expression, older users are drawn to practical, informative content. They look for how-to guides, product reviews, and educational videos that add value to their lives. This presents a unique opportunity for marketers to craft content that speaks directly to older audiences, focusing on solving problems or offering expertise rather than simply chasing the latest dance challenge.
The behavior of older users on TikTok contrasts sharply with their experience on other platforms like Facebook and Instagram. On platforms like Facebook, the content often revolves around their existing network of family and friends. On Instagram, the experience is driven by polished influencers and static images. TikTok, however, thrives on short, dynamic video content, which appeals to older users because of its bite-sized nature and ease of consumption.
Moreover, TikTok's content discovery model sets it apart from these other platforms. Instead of relying on a social graph—where you see content based on who you follow, TikTok's algorithmic feed serves content based on your preferences and interactions. This makes it easy for new users, including older generations, to quickly find content that aligns with their interests without having to seek out specific creators. TikTok tailors the experience uniquely for each user, providing a highly personalized feed that's as relevant for a 50-year-old interested in retirement planning as it is for a 20-year-old looking for the latest fashion trends.
Additionally, TikTok's interactive and creative environment fosters a different kind of content creation. While older users on Facebook may be more passive content consumers, TikTok encourages more authentic, casual videos—allowing creators of all ages to participate. This fosters a more engaging experience for users who may otherwise feel overwhelmed by polished, influencer-driven content on other platforms.
This is where things get interesting. Historically, younger users tend to migrate away from platforms once older generations start adopting them en masse. We've seen this happen with Facebook, where the arrival of parents and grandparents led younger users to shift their attention to Instagram, Snapchat, and, ultimately, TikTok.
So, will the same thing happen here? Will Gen Z run away as Millennials and Gen X continue to grow their presence on TikTok?
The answer is complicated. On the one hand, TikTok's personalized algorithm ensures that each user's feed is uniquely tailored to their preferences. A teenager's For You Page will look vastly different from that of a 35-year-old. This makes TikTok a platform that can serve content for both generations without one group feeling like they're losing their space.
On the other hand, there is a risk that TikTok could become too mainstream or commercialized, leading Gen Z to seek new platforms that feel more exclusive or cutting-edge. If this happens, they might turn to newer platforms that focus on more authentic, community-driven experiences like BeReal or Discord, or they could gravitate more toward immersive video experiences like Twitch or YouTube Live.
For now, however, TikTok remains the platform of choice for Gen Z, and the presence of older users doesn't appear to be pushing them away. However, marketers should monitor emerging trends to anticipate where younger users might go next.
As older users become a more significant part of TikTok's audience, marketers need to shift their strategies to effectively engage this multi-generational user base.
1. Focus on Value-Driven Content
Older users tend to gravitate toward content that provides practical advice, solutions, or insights. Whether it's a tutorial, a product demonstration, or lifestyle tips, content that adds value will resonate with this audience. Marketers should focus on creating videos that help older users solve everyday challenges or make more informed purchasing decisions.
2. Authenticity is Key
Older users are skeptical of overly polished or highly commercialized content. They prefer authentic, relatable videos from creators they trust. This means brands should lean into storytelling and real experiences rather than flashy, trend-chasing ads. Partnering with creators who genuinely connect with older audiences and align with their values will build trust and drive engagement.
3. Tap into Purchasing Power
Given Millennials' and Gen Xers' higher disposable incomes, brands can create content that speaks directly to their buying needs. From luxury goods to long-term investments, marketers should craft messaging that highlights the practical benefits of their products or services. By focusing on how their offerings solve real-world problems or add value, marketers can position themselves as essential to older users' lives.
4. Adapt to Behavior Differences
Older users are likely to spend less time aimlessly scrolling through TikTok than younger users. Instead, they engage more selectively with relevant and targeted content. Marketers need to craft concise, engaging videos that grab attention quickly and offer immediate value.
TikTok is no longer just a platform for Gen Z, it's becoming a space where multiple generations coexist, each with their own interests and reasons for being there. The influx of older users brings a new layer of depth to the platform, creating an opportunity for marketers to reach diverse audiences in one place.
For brands, the challenge is to adapt their content strategies to reflect the evolving user base. While Gen Z still craves entertainment, creativity, and trendy content, older users seek authenticity, practical insights, and value-driven experiences. This shift requires marketers to create content that speaks to different age groups without losing the essence of what makes TikTok so engaging—its focus on creativity, community, and user-generated content.
As TikTok grows, the potential for marketers expands. Brands that can navigate this multi-generational audience, crafting messages that resonate across age groups while maintaining authenticity, will find enormous success on the platform. In the long run, TikTok's ability to balance the needs of both young and older users will determine its staying power in the social media landscape.