Nearly 40% of TikTok Users Are Now Over 30

By Nina Bermúdez, Director of Content, Rebold

• TikTok use has grown by 36% in the last year, though its main users are still younger, ranging from 16 to 34 years old.
• Content diversification and the growth and spread of videos providing tips and recommendations have attracted audiences that previously shied away from the platform.

TikTok users, more than GenZ

Perhaps a startling stat for GenZ is that their beloved TikTok has found a wide audience. Social media platforms are born, they grow… and even “age.” TikTok hasn’t stopped growing since its inception in 2017, becoming the seventh most downloaded app between 2010 to 2020 despite only being three years old. And, in the last two years, it has been downloaded more than 1.5 billion times, according to Business of Apps.

Like most new tech, TikTok began by attracting younger users -GenZers representing the immense majority. Now, however, its popularity has grown among other audiences, namely, older audiences. In the last year, the app’s use has grown by 36%, with its biggest gain among users 16-34 year old. This is an audience that consumes social media above the mean, more than 30% more than any other segment. 

However, usage also increased among older groups, with app usage for 45-54 year olds growing from 17% to 19%; making 40% of users over 30. Here’s how it all breaks down:

TikTok in action

TikTok began as an app with teens recording themselves dancing and lipsyncing. But it has become much more than that. Today, it’s going through a transformation, becoming an important source of recommendations and tips/advice – drawing a wider audience. Outside of fun content, Tik Tok has growing communities sharing financial advice, cooking tips, home decor, and transformation journeys, styling and make-up tips, job hunting and business etiquette, fitness lessons, and many more. Meanwhile, brands are still trying to find their space on the platform, while building user loyalty and expanding their scope. Only 22% follow brand accounts, while 18% click on sponsored content. 

While social media platforms have come and gone, TikTok continues to see massive growth; in the fourth quarter of 2021, there were 1.2 billion active monthly users and this figure is expected to grow to 1.5 billion by the end of 2022.

How will you take advantage of TikTok?