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“TikTok is not my target audience”. You are wrong & here’s the data.

TikTok Demographics

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Yes, we have been sharing many articles about TikTok recently, but due to the “hotness” of the topic, we simply must continue. You can just take a look at some results we achieved for some of our clients in the last 60 days and see for yourself why we can’t leave the topic behind: reduced CPI by 50% at scale, 90% cheaper CPMs and so on. So if you haven’t been paying attention to TikTok yet, you may want to get started.

By now we are all aware of the story, the background, and the facts behind TikTok, as one of the fastest-growing social media platforms in the world which presents an alternative version of video sharing. It allows users to create short videos with music, filters, and plenty of other features. Sometimes it’s funny, sometimes it’s weird, but it’s definitely addictive, engaging and entertaining. While in the beginning it was labeled as the app for teenagers, and even though the app is still more popular among them, the latest figures actually show a shift away from this trend, older generations are joining TikTok and they also want to be part of the fun!

Everyone is using TikTok now

As the world is facing an indefinite period of social distancing, not only teenagers on TikTok are bringing people together with memes about coping during the coronavirus pandemic. Registered nurses are doing choreographed dance performances involving a lot of hand motions as facts about Covid-19 flash on the screen, such as how long the virus stays on different surfaces or demonstrating proper handwashing. More and more doctors as well as creating TikTok accounts intending to reach the younger demographic with health education information and aiming to share relevant information from trusted sources. Videos using the hashtag #coronavirus are up to 57.7bn total views on the app.

Parents and grandparents also tend to join the conversation and as another side effect of social distancing, while spending their time at home, completely isolated from the world, also discovering the enjoyable fun parts of TikTok. The parents are following the trends and even making fun together with their kids being on TikTok. This results in the popularity of hashtags like #dadsoftiktok, #daddycool, or #granniesoftiktok.

For this change in demographics, of course, marketers started to react. While during the early stage of TikTok advertising the focus was always on capturing younger audiences, now even giant brands, like ESPN or Apple Music, widen their communication to their more mature fan base and consistently sharing engaging content, like old game replays, music selection from the 60s and 70s – but in line with the latest trends – synched with funny narration, or up-to-date beats, this way keeping both millennials and earlier generations entertained at the same time.

Not to mention those creators that did the most dance-based videos in China are users born in the 60s, as a simple result of the fact that the ‘smartphone native’ internet users in China extend beyond GenZs and Millennials. Those born in the 60s, 70s and 80s in China are intimately familiar with smartphones and apps. Therefore, it’s not so surprising that social apps, even Douyin, aka TikTok in mainland China, are not for the young-only.

MarketingCharts TikTok data (March 2019) finds over 50% of TikTok users in the US are aged 18-34. While at the same time, we still find a quarter of US TikTok users are aged 45-64. Its appeal, therefore, is not simply limited to kids, and if we think and check from an income perspective we find a preponderance of usage among those with household income in excess of $100K plus (37% of users).

Let’s look into the real numbers!

We have analyzed the demographics data from the last 30 days for some of our clients. From our reports, we can see that we were able to achieve similar demographic results on TikTok, like on Facebook.

The age split is very interesting. While we obviously assumed that TikTok would be the absolute winner among the younger target audience, we can also see a significant difference and double ratio in terms of the 55+ range for TikTok! Keep in mind that we excluded people below 18 years as all our current clients were interested in adults only.

 

 

Reach your target audience with us!

Are you running TikTok Ads already? We are happy to help you getting started or improving your current efforts. If you want to get more information from past clients, just have a look at our Clutch profile or reach out to some of our clients. We are happy to make you an intro for a reference check.

& if it was not yet enough, you can continue reading about the possibilities of TikTok as a marketing tool with even more insights & data here:
How to promote your brand or app during the Corona crisis
How to set up TikTok Ads for Apps – Insights & Data

Sources

  • National Retail Federation, US
  • TikTok US internal data
  • TikTok Japan User Whitepaper conducted by Macromill, Nov. 2019
  • Mobile App Audience Study, Q2 2018, Jun Group
  • The Receptivity of Emotions study by Yahoo
  • “The Consumer Content Report: Influence in the Digital Age,” Stackla’s 2017
  • “The effectiveness of UGC in advertising”  a research collaboration between jukin media and the university of Southern California’s master program in applied psychology

 

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