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Stop Ignoring TikTok’s Grown-Up Crowd: Why Smart Brands Are Shifting Their Strategy

TikTok is not just Gen Z’s playground anymore. And if you still think it is, your brand could be missing a huge, fast-growing slice of the pie.

Let’s kill the old assumption right here: yes, teenagers do still love TikTok (and probably always will). But what’s quietly (and quickly) changed is who else is showing up there. And let’s just say: it's no longer just about dancing 19-year-olds and whipped coffee tutorials.

TikTok has become a hub for... grown-ups.

Big ones. Real adults. Decision-makers. Parents. Professionals. The same people your competitors are trying to win over.

The (Very Surprising) Numbers

According to CivicScience, the number of TikTok users aged 45 and older has exploded. In fact, it’s grown 13x since 2019.

This isn’t a baby trend. This is full-on user base expansion - quietly rewriting the rules on how TikTok can and should be used by marketers.

On top of that?

  • 39% of U.S. adults use TikTok multiple times a week. That’s not first-time dabbling - that’s full-fledged routine.
  • TikTok is slightly more trusted than other social platforms for health information (KFF survey). You read that right. Trusted. As in, the thing they go to when they’re trying to sort out fact from fiction online.

So Why Are Brands Still Getting This Wrong?

Despite these numbers, many businesses - big and small - still treat TikTok as an experimental or “young-audience only” channel. If that sounds like your team’s mindset, you're accidentally skipping over real audiences who already want to hear from you.

So, what happens when you assume TikTok's only for young eyes?

  • You gear your content too young. That's a quick way to make the over-30 crowd scroll right past you (or roll their eyes).
  • You ignore product categories that could actually do very well. Think finance, health, real estate, family-focused content - all already thriving there.
  • You don’t prioritize TikTok in your media mix. A huge opportunity left on the table.

Here’s the thing: it’s not just that older people exist on the app. It’s that they actively engage and, in a growing number of cases, actually prefer TikTok’s content style and algorithm. The feed gives them exactly what they want, without searching or doom scrolling.

Handy when you've got a mortgage, job, three kids, and five tabs open in your brain.

What You Can (and Should) Actually Do Right Now

1. Look beyond Gen Z in your targeting.

Drill into why older groups are using the app - health advice? Skincare tips? Personal finance? Lean into that, and start speaking their language.

2. Audit your current content strategy.

Is your tone overly casual or meme-heavy? Are your CTA’s tailored for teenagers only? Fix that. You don’t have to go corporate or stiff, just intentional.

3. Use trust-building formats.

Older audiences are sticking around because they like content that’s real and helpful. Think reviews, explainers, first-hand advice, step-by-step walkthroughs - especially from people who look like them.

4. Invest for the long-haul.

This isn’t about jumping on TikTok because it's trending. This is about reallocating strategy seriously based on real behavior data. You plan in alignment with where your audience is, so follow that logic all the way here.

One Final Word…

If you’re still treating TikTok like a trend that skews too young, it might be time for a mindset upgrade.

Because the adults have absolutely arrived. And they're scrolling, searching, clicking, trusting, and most crucially of all…engaging.

The brands that acknowledge this now - they’re the ones lined up to win next.