TikTok is “growing up” and growing up fast. This is similar to Facebook’s historical user base trajectory, which started youthful and then trended up in age. TikTok initially exploded in popularity among teens and young adults, but is now also starting to trend up in average user age. The change has been noteworthy. According to Statista, 53% of TikTok users are now over the age of 30. Nearly a third of users–31.3%–are over the age of 40 (https://www.statista.com/statistics/1095186/tiktok-us-users-age/). It is still not a good platform to reach senior citizens, with only 11% of users over the age of 50. However, it is a powerful platform for connecting with people in their 30s and 40s, as well as those in their 20s and teens.
The stereotype is that TikTok videos are nothing but dancing, lip syncing, pranks/jokes, and other mindless entertainment. This has traditionally been the bulk of user content, however, this has shifted some as well. For instance, DIY, Recipes, and Advice/Lifehacks were all Top 10 hashtags in 2021 with a combined 70+ billion video views. #LearnonTikTok and #Education are two other hashtags also garnering billions of views.
While having lots of followers will increase your visibility, TikTok provides opportunities for those just getting started. In fact, 69% of users watch more videos under the “For You” category than under the channels they are subscribed to. This means those focused on user content algorithms can reach their target demographic based on audience interests. Good content is still required, but a huge subscriber base is not.
As an advertising platform, TikTok is still new and developing continuously. This can make it a daunting platform, however, there is limitless potential for those early adopters who seek to establish themselves on TikTok. At Ciniva, we are experienced with TikTok campaigns and can help you achieve your goals in this space.