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Mythbusting: TikTok Is Not Just a Gen–Z Play

March 16, 2023
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If you’re a business owner, you’ve likely heard that TikTok is only used by Gen Z or that Gen Z TikTok users have taken over the social media platform. The truth is, there’s much more to TikTok than just young people creating funny videos and lip-synching. In this blog post, we’ll bust the myth that TikTok is exclusively for Gen Z users, and discuss the potential marketing opportunities for businesses of all sizes and ages. Let’s get started!

There are active users in every age group on TikTok

TikTok is commonly associated with Gen Z users – the demographic born between 1997 and 2012. But don’t be fooled, TikTok users span all generations and age groups. According to a report by Statista, around 40 percent of the social media app’s users are between the ages of 18 and 24.1 However, even though Gen Z makes up the majority of TikTok users, there are plenty of people from older generations who actively use the app.

In fact, TikTok seems to be gaining popularity among older age groups faster than it is with younger age groups. It’s clear that the app appeals to people of all ages, and is not just a playground for the young.

This is great news for businesses looking to tap into the world of TikTok. Despite its reputation as a platform primarily used by teenagers, businesses of all sizes and industries can still find their target audience on the platform. With its ever-growing user base, businesses have the opportunity to reach more people across different generations and increase their customer base. While TikTok is the most popular app for Gen Z (over 100 million monthly active users worldwide), one in five TikTok users are 40 – 49 years of age, and the much-coveted millennial consumers sit at around 66 million.2 Translation: your customer base is there, so you need to get on their ‘For You Page’ ASAP.

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TikTok is the fastest-growing social media platform

TikTok has seen exponential growth over the past few years, becoming one of the most popular social media networks in the world. According to Statista, TikTok holds the spot for the most downloaded non-gaming mobile app with over 3.5 billion downloads.3

This rapid growth is due to the unique features that set it apart from other social media platforms, such as the 15-second video limit, the ability to easily create and share funny, short videos, and the convenient hashtag and music search functions. On top of that, its algorithm is designed to surface content tailored to users’ interests and preferences. This user-friendly platform makes it easy for even novice users to get started on creating content, building an audience, and engaging with other users quickly.

Businesses of all sizes can take advantage of TikTok’s tremendous growth, as more users are joining every day. Companies can use TikTok to reach a younger audience and tap into new customer segments. It’s a great platform for businesses to share their stories, showcase their products, and create connections with their target audiences. To reach the widest possible audience, businesses should also explore TikTok’s hashtag challenges, ads, and influencer collaborations.

From individual influencers to global brands, there’s something for everyone on TikTok. With its powerful features and massive user base, businesses of all sizes can benefit from this rapidly growing platform.

TikTok has something for everyone

Whether you’re into cooking, makeup tutorials, health and fitness tips, gaming, or even just the occasional meme – there is something for every TikTok user.

The range of content on the platform is huge. From fashion trends and influencers to artists and musicians, there is something for all interests. If you’re looking to broaden your reach, TikTok can be a great way to engage with potential customers who may not have previously been aware of your business.

TikTok also allows you to target specific age groups or genders, making it easier for you to find an audience that is interested in your product or service. You can create engaging short videos that are tailored towards different age groups or genders, allowing you to reach a more targeted audience.

In addition to its wide range of content, TikTok also offers plenty of opportunities for businesses to build relationships with their customers. Businesses can create engaging content such as polls and quizzes to generate conversations with their customers and get to know them better. With the use of hashtags and creative video content, businesses can create a unique presence on the platform that resonates with their target audience.

Businesses of all sizes are using TikTok

Small businesses, mid-size companies, and large corporations alike are taking advantage of the unique opportunities that TikTok has to offer. From personal brands to product-based companies, TikTok is a powerful tool for any business looking to increase their reach and engagement. Creating a strategy around TikTok for business can be a beneficial asset in also increasing brand awareness. Many brands are also leveraging influencer marketing to reach their audience.

Many of these businesses are taking full advantage of TikTok’s creative tools to create entertaining and eye-catching content. Whether they’re using lip-syncing, special effects, or comedy sketches, businesses have been able to use TikTok to capture the attention of their target audiences. Some businesses are also taking advantage of TikTok ads to reach a larger audience. By using the right tools and strategies, businesses can create content that resonates with users and stands out from the crowd.

When it comes to brand promotion and advertising, TikTok presents an extraordinary opportunity. Utilizing strategic campaigns, companies can boost their product and service visibility to potential customers. Through the use of targeted ads, companies can present their message to the appropriate viewers, and generate sales. Regardless of the size of a business, this social media giant has many options available for companies to use for success.

You can reach your target audience on TikTok

TikTok is one of the most popular social media platforms out there and it’s growing quickly. While it’s true that the majority of TikTok users are Gen Z, you can reach any age group on this platform. With an estimated 800 million users worldwide, it’s no wonder businesses are starting to use TikTok as a powerful marketing tool.

If you’re looking to target a specific audience, TikTok has many tools to help you do just that. You can narrow down who you want to reach by age, gender, interests, location, and more. To ensure that your content reaches the right people, you can use hashtags and keywords that are relevant to your content and the target audience you’re trying to reach.

You can also reach your target audience through TikTok influencers. Influencers have a large following and can help you promote your products or services in an organic way. Many influencers are willing to collaborate with brands and share sponsored posts, helping to increase engagement and reach with their followers.

Additionally, you can create custom audiences with your own customer data in the form of email addresses, phone numbers, and other contact information. This allows you to target ads specifically to those individuals, ensuring that your content gets in front of the right people.

Ultimately, TikTok is an incredibly powerful platform for businesses. With its extensive targeting capabilities and a rapidly growing user base, it’s an effective tool for reaching your audience and boosting engagement.

Reach Your Desired TikTok audience with Power Digital

Are you looking to leverage TikTok for your business? Look no further than Power Digital. Our team of experts can help you craft the perfect TikTok strategy to maximize your visibility and ensure your content reaches its desired audience. We have the knowledge and resources to help you get the most out of your TikTok campaigns and tap into new audiences.

From identifying which type of videos best suits your brand’s goals, to creating an engaging and comprehensive content strategy, to leveraging influencers and data-driven insights, our team can help you develop a successful TikTok agency marketing campaign.

Don’t let managing a presence on TikTok intimidate you any longer. With Power Digital, you can capture your ideal TikTok audience and drive growth for your brand. Reach out to us today to learn more about our TikTok marketing services.



  1. Published by L. Ceci, and Feb 6. “Global Tiktok User Age and Gender Distribution 2023.” Statista, 6 Feb. 2023, https://www.statista.com/statistics/1299771/tiktok-global-user-age-distribution/
  2. Ibid.
  3. “Q1 2022: Store Intelligence Data Digest.” SensorTower. https://go.sensortower.com/rs/351-RWH-315/images/Sensor-Tower-Q1-2022-Data-Digest.pdf

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