In this post we’re talking about 2 things you probably didn’t know about TikTok’s demographics.
Understanding who’s on TikTok is not only valuable for advertisers, but also for brands keeping a pulse on the platform to create authentic, relatable content.
But before we start, a little background data…
It’s no secret that TikTok exploded onto the digital advertising world over the last year.
The numbers speak for themselves:
We know TikTok is insanely popular—but that still doesn’t tell us who exactly uses it.
You need to know what specific groups spend time on TikTok in order to more strategically tailor your advertising strategy.
That means we need to get into the details.
Age matters, but not in the way you’d think.
We all know Gen Z is obsessed with TikTok—middle, high school, and college kids just can’t get enough of it.
But there’s more to the story.
Again, let’s go back to the data:
This data doesn’t include ages 18 and under, but it shows how TikTok clearly appeals to a wider demographic than just high school kids or college students.
In fact, there’s a massive opportunity for brands seeking to market themselves to that young(ish) adult demographic.
Additionally, a whole quarter of total TikTok users are 45 and older—that’s about 172M monthly users!
Key takeaway: TikTok isn’t just for kids. And if you’re a company that feels it’s too “old” for TikTok…think again!
Age isn’t the only demographic feature that matters when it comes to TikTok.
Household income is an often-overlooked-but-still-important metric that you’ll want to understand as you advertise on TikTok.
Let’s get into the numbers:
What do these numbers suggest?
TikTok is an app for the economically-comfortable, college students or young professionals just starting out, and for the lower/middle class.
TikTok’s ad targeting capabilities will allow you to focus on your target audience when running ads, but it’s important to have a general understanding of who uses the platform—especially when you’re making organic content for your company page.
As the app continues to grow this data might shift, and advertisers will keep gleaning new insights about TikTok’s demographics.
For now, however, understanding these 2 components of TikTok users will help you design and implement quality TikTok ad campaigns.
Curious about how to get started?
We’d love to help.