Are You Overlooking TikTok’s Potential? Busting the Age Myth

by Stephen Luke · September 20, 2024

When you think of TikTok, it’s easy to picture a platform filled with dancing teenagers and viral challenges. But the reality is that TikTok’s audience has been steadily aging up over the past several years. If you’ve been dismissing TikTok as a platform that’s too young for your brand, it might be time to reconsider.

TikTok’s Evolving Demographics

TikTok isn’t just for Gen Z anymore. The platform’s user base has diversified, with a significant portion of older users now actively engaging on the app. Here’s a breakdown of TikTok users in the U.S. by age group:

Age Group	Proportion of US TikTok Users
10-19 years	25%
20-29 years	22.4%
30-39 years	21.7%
40-49 years	20.3%
50+	11%

As you can see, a large chunk of TikTok’s audience is over 30, with nearly 33% falling between the ages of 30 and 49. This means that no matter what age group your target audience falls into, there’s a good chance they’re spending time on TikTok.

The Time Spent on TikTok Is Astonishing

Another surprising aspect of TikTok is how much time users are spending on the app each month. TikTokers are not just casually scrolling—they’re deeply engaged. Here’s a look at the average monthly time spent on TikTok in some of the top countries:

Rank	Country	Average Monthly Time
1	UK	49 hours and 29 minutes
2	USA	45 hours and 37 minutes
3	Mexico	45 hours and 1 minute
4	Chile	42 hours and 55 minutes
5	Belgium	42 hours and 20 minutes
6	Australia	42 hours and 13 minutes
7	Vietnam	41 hours and 14 minutes
8	Philippines	40 hours and 46 minutes
9	Israel	39 hours and 27 minutes
10	Malaysia	38 hours and 49 minutes

In the U.S., users spend an average of 45 hours and 37 minutes on TikTok every month. That’s nearly two full days! The UK tops the list with users spending close to 50 hours a month on the platform. This level of engagement is hard to find elsewhere, making TikTok a potentially valuable platform for your marketing efforts.

Why TikTok Could Be Right for Your Brand

With users across all age groups and a staggering amount of time spent on the platform, TikTok offers a unique opportunity to reach and engage with a broad audience. Whether your target market is young adults, middle-aged professionals, or even older demographics, there’s a place for your brand on TikTok.

And don’t forget that TikTok’s algorithm is designed to surface content to the right audience, regardless of who they are. If your content resonates, it can quickly gain traction, even among audiences you might not expect to find there.

Reevaluating TikTok for Your Marketing Strategy

If you’ve been overlooking TikTok because you thought its audience was too young for your brand, maybe it’s time to think again. With a diverse age range of users and incredibly high engagement levels, TikTok is a platform that can’t be ignored.

Depending on your niche and target market, you may find that TikTok is not only relevant but essential for your marketing strategy. Give it a try and discover if your next loyal customer is just a TikTok away.