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Why has TikTok’s popularity grown with the older demographic?

Fast-growing video app, TikTok is recognised for appealing to a younger audience, and the statistics prove it. 66% of TikTok users are under 30, mostly dominated by generation z, as 41% of users are between the ages of 16-24. However, TikTok’s audience is growing in demographic YOY, with a further spike in popularity as a result of the global lockdown.


We discussed TikTok’s success in our latest online debate; where our CEO John Readman asked Maayan Gordon, TikTok & LinkedIn Coach, Inigo Rivero, Former TikTok EMEA Strategy and Partnership Manager and Jamie MacDonald, Social Media Manager & Influencer for their views on why they think TikTok’s popularity has increased with the older demographic.

Maayan has over 2 million followers on TikTok and believes the reason for its demographic growth is the increase in educational content that applies to adults. “There are now videos such as how to fold your laundry in certain ways, or some type of home improvement ‘how to’ video in a 10-15 format, which you can directly apply to your own life.”

With his experience at musical.ly before it merged into TikTok in 2018, Inigo’s comments coincide with Maayan’s, describing TikTok as just a dancing and lip-syncing app which has now developed with more appealing content. He believes that TikTok has moved away from purely entertainment to content that provides actual value to an older generation.

Jamie refers to the lockdown for the increase in TikTok’s audience growth and believes that parents have become curious with the app after monitoring their children on it. “TikTok sparks curiosity and their feed is quick and clever at curating relevant content for you. I think this variable reward is the reason for the older generation increase.” He also says that TikTok represents diversity and that everyone feels open to use it and share content. 

We are one of the first digital advertising partners of TikTok in the UK. If you would like our help and guidance starting an advertising campaign on TikTok or to discuss your requirements with our expert panellists, feel free to get in touch by sending us an email to team@modo25.com

Abby Cooper - Modo25
Author
Abby Cooper
Abby Cooper - Modo25
Author
Abby Cooper
 
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