Digital Marketing News

New Insights From TikTok on How Older Users are Engaging on the Platform

Even though TikTok is primarily the domain of younger audiences, older users are also becoming increasingly active on the platform, according to recently published insight from TikTok.

In a pitch to marketers on the potential of the platform for reaching parents, TikTok has shared some new data on how older people are using the platform to stay connected, moreover, how brands can tap into these trends to maximize their campaign performance.

In light of TikTok’s new insights, TikTok explains: “Every day, millions of parents, teens, grandparents and in-betweens come to TikTok to share snippets of their day-to-day life. Here’s what’s unique: often, the whole family participates together – even teens don’t shy away. It used to be a challenge getting everyone to sit still for a photo; now we see perfectly choreographed dance routines from the whole family, including grandma.”

TikTok’s New Insights: Older People Usage

Well, let’s assume that if you were marketing to grandmas, TikTok wouldn’t be the ideal vehicle for your approach – however, still, TikTok’s data shows that older audiences are indeed active around certain topics as well as trends.

Exemplifying this, TikTok highlights these popular hashtags:

  • #family – 67B views
  • #familytime – 8B views
  • #parenting – 4B views
  • #momsoftiktok – 44B views
  • #dad – 25B views
  • #momlife – 20B views

More about TikTok’s new insights, the latter tags, TikTok says, see many parents sharing “tips, tricks, and in-depth knowledge” on the platform, which has become a main and important niche both for entertainment as well as product recommendations.

The question is what products are parents looking for on the platform?

According to TikTok: “Compared to TikTok users who are in the same age group but don’t have children, TikTok parents are more likely to post about home appliances, snack products, business, cars, and grocery products.”

TikTok's New Insights: Older People Usage 2021 | DMC

According to TikTok’s new insights, the numbers still show that TikTok is overwhelmingly used by younger audiences, so the reach to these groups may not be as significant as other social platforms. However, there is also an audience crossover which could be a worthy consideration for marketers, with short product recommendation clips like this doing very well in the app.


My amazon shop page is linked in my Instagram bio 🥰 #MusicalMindReader #allthedifference #fishcontent #momlife #momhacks #dadhacks #dadlife


original sound – kelseymorganfry

That, of course, will also become more relevant as TikTok’s user base gets older, and increasingly moves into these different consumer categories. Which could make the social+*+ platform a much bigger focus for marketers moving forward – but even now, given the engagement stats, it may well be worth checking out the above-listed hashtags, and scanning through the app, to see whether people are engaging with content related to your product niche.

More about TikTok’s new insights, there could be new opportunities – and with TikTok poised to hit a billion users in 2021, rivaling Instagram, it’s looking like becoming a more important platform moving forward.

  • TikTok

  • Time Spent on Social Media

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