The Rise in Popularity of TikTok
In just a few short years, TikTok has become one of the most popular social media platforms, especially among teenagers and young adults. TikTok launched in 2016 as a platform for creating and sharing short videos set to music. By 2018, it had been downloaded over 80 million times in the United States alone (https://backlinko.com/tiktok-users).
One of the main factors behind TikTok’s meteoric growth is its powerful algorithm that determines which videos go viral. The algorithm learns users’ interests based on their engagement and then recommends customized content. This creates an addictive feed that keeps users scrolling for hours (https://thesocialshepherd.com/blog/tiktok-statistics). Additionally, TikTok’s tools make creating and editing videos incredibly easy, allowing anyone to make high-quality content.
TikTok skyrocketed in popularity among teenagers and young adults. As of 2023, 41% of TikTok users are between the ages of 10 and 19 (https://explodingtopics.com/blog/tiktok-demographics). The app resonates with younger generations because of its fun, irreverent tone and emphasis on music, memes, challenges, and trends. In just a few years, TikTok has become Gen Z’s social media platform of choice and a hub of internet culture.
TikTok’s Association with Young Users
TikTok exploded in popularity among teenagers and young adults shortly after launching in 2017. The app quickly became known for its short, entertaining videos showcasing dancing, comedy sketches, challenges, and more. As reported by Evolvetreatment.com, “TikTok allows people from around the world to share silly dances, swap recipes, find new outfits, and generally enjoy connecting with others” (Evolvetreatment.com). This engaging, creative content resonated strongly with younger demographics.
Recent data indicates that TikTok remains highly popular among teenagers today. According to TikTok’s own 2023 report, around 60% of their daily active users in the US are between the ages of 16 and 24 (TikTok Newsroom). The platform is also working to appeal to even younger users with restrictions and parental controls for ages 13 and under.
While people of all ages now use TikTok, the association with youth culture remains prevalent. Brands hoping to attract teenage and young adult audiences continue leveraging TikTok’s massive reach within these coveted demographics.
The Appeal of TikTok for Adults
Contrary to popular belief, TikTok is not only a platform for teens and young adults. In fact, TikTok has tapped into a universal human desire for entertainment, connection, and creativity that appeals to users of all ages. As reported by AARP, many older TikTok users join initially to connect with younger generations like their grandkids, but end up staying for the fun short videos and trends that transcend age barriers.
One major draw is the simple joy of watching entertaining short videos on an endless stream. The brevity allows users to consume a lot of varied content quickly. TikTok also leverages highly shareable trends and challenges that entice users to participate regardless of their age. As noted in an article from Harborchase, the app provides a creative outlet for users of any generation to showcase their talents through singing, dancing, comedy, and more. Ultimately, TikTok has successfully created an addictive product with mass appeal not bounded by demographics.
Concerns About TikTok for Adults
While TikTok can be fun and entertaining for adults, there are some valid concerns when using the app. One major concern is around content moderation and safety. According to TikTok’s community guidelines, the platform does not allow violent, dangerous, or hateful content (1). However, critics argue TikTok still struggles with properly moderating content and keeping the platform safe, especially for younger users.
Privacy is another common concern with TikTok. The app collects user data to personalize content recommendations and target ads. However, the amount of data collected and the fact that the company is based in China raises alarms for some users (2). There are also concerns around predators on the platform trying to contact minors. While TikTok has implemented some safeguards, keeping minors safe on such a large platform remains an ongoing challenge.
Ultimately, while TikTok can be fun, adults need to be aware of potential risks around dangerous content, privacy, and potential predatory behavior on the platform aimed at younger users. Approaching the platform with caution and making use of privacy settings is advised.
TikTok Alternatives Aimed at Adults
Although TikTok is dominated by teenagers and young adults, there are a few apps that provide a similar short video social media experience but cater more to adult audiences.
One such app is Triller (https://triller.co/), which bills itself as an “AI-powered music video app”. Like TikTok, it allows users to create and share short videos set to music. However, its content recommendations and moderation are geared more towards adults. It also provides monetization opportunities for creators through branded content and live streaming.
Clash (https://www.clashapp.com/) is another option aimed at adults aged 25 and up. It focuses on comedy videos and aims to provide a more mature alternative to TikTok. It has stricter community guidelines and requires users to authenticate their age. The app provides creative tools optimized for comedy shorts.
Dubsmash (https://www.dubsmash.com/) is also popular with older millennials and Gen X. While it allows lip-syncing to audio clips like TikTok, it is not focused on trending hashtag challenges. The videos are generally longer and higher-production than TikTok. The community skews towards adults interested in comedy and talent videos.
While none of these have yet matched TikTok’s explosive growth, they provide alternatives for adults looking for a short-form video platform tailored to more mature tastes and sensibilities.
Key Features of a ‘TikTok for Adults’
Like TikTok, a TikTok alternative aimed at adults would likely incorporate features that make the app appealing and addictive. Some key features would include:
Short videos – Video lengths ranging from 15 seconds to 3 minutes allow users to quickly create and consume content. The bite-sized format caters to modern short attention spans.
Trends and challenges – Trending hashtags motivate users to create their own take on viral content. Challenges foster a sense of community. Adults may participate to showcase their humor, talents, or creativity.
Tailored recommendations – A “For You” page with an algorithmic feed of videos curated to each user’s interests maximizes engagement. Recommendations based on user data provide personalized content.
Direct messaging – Messaging allows users to connect directly. Adults can discover friends, collaborate on videos, or build relationships.
Profile customization – Profiles allow self-expression through descriptions, profile pictures, and more. Users can craft their personal brand and identity.
By taking the most popular elements of TikTok and tailoring the experience for an older demographic seeking a creative outlet, a “TikTok for adults” app could find an audience eager to produce short-form video content.
Moderation and Safety Considerations
For an adult-oriented social media app like TikTok, stringent moderation and safety policies would need to be implemented. This includes comprehensive age verification requirements to restrict access to minors as noted in the NetChoice report on content moderation policies across major platforms (https://netchoice.org/wp-content/uploads/2021/11/Content-Moderation-By-The-Numbers-v5.pdf).
Given the potential for sensitive or explicit content, the app would need extensive content moderation covering areas like nudity, sexual content, violence, hate speech, and harassment as outlined by Sendbird’s recommendations for community guidelines (https://sendbird.com/blog/6-essential-community-guidelines-for-content-moderation). Restrictions and bans could be imposed on users violating policies repeatedly.
Creating a safe environment through moderation is key for any social platform but especially important for one aimed at adult users. Implementing age gates, restricting access to age-appropriate content, providing in-app reporting and blocking, and establishing transparent community guidelines can help build user trust and engagement.
Monetization Opportunities
There are several ways a “TikTok for adults” app could generate revenue, similar to how other social platforms make money. Some potential monetization opportunities include:
Advertising – Like Facebook and Instagram, the app could show ads within feeds and Stories. Advertisers may be interested in reaching an older demographic. The app could offer promoted posts, sponsored filters/lenses, and other native ad formats. According to this article, advertising is a proven way to monetize adult-oriented sites and apps.
Subscriptions – The app could offer a premium, ad-free experience for a monthly fee. This gives users more control over their feed. YouTube, Reddit, and LinkedIn use this model. The app could also provide exclusive content or features to subscribers.
In-app purchases – Users could pay for virtual coins/gems to unlock special filters, effects, stickers, etc. Dating apps like Tinder use this model. The app’s virtual economy incentivizes users to spend money to stand out.
User Base Considerations
Attracting and retaining adult users amid competition from platforms like TikTok will be a key challenge. TikTok already has a massive user base, with over 1 billion monthly active users as of September 2022 (https://www.businessofapps.com/data/tik-tok-statistics/). Adults looking for short form video content may simply stick with TikTok rather than adopting a new platform.
A “TikTok for adults” app would need to provide differentiated value to stand out. For example, featuring content topics and formats tailored to adult interests, like financial advice, cooking tutorials, and humor. Strong moderation to prevent unwanted or inappropriate content could also attract adults seeking a more curated experience.
Monetization features like gifting and tipping creators could incentivize top talent to join the new platform. Easy content creation tools optimized for adults could further drive adoption. Ultimately, a viral launch campaign and influencer marketing would be critical to rapidly scaling an adult user base and competing with TikTok’s network effects.
The Future of Adult-Oriented Social Media
As social media usage grows among adult demographics, there is potential for increased demand and growth in adult-oriented platforms. According to one source, the future of social media will likely see more closed, community-oriented platforms rather than open networks [1]. This trend caters well to the needs of adult users looking for niche communities and tailored experiences.
With the rising popularity of apps like TikTok among adult audiences, developers may look to capitalize on this demand by creating social platforms designed specifically for adults. These could incorporate features like strict age gates, advanced moderation, and monetization models suited for mature creators. As adults become more comfortable using video-first platforms like TikTok, an adult alternative could gain significant traction if executed properly.
Overall, the increasing adoption of new social apps by older demographics points to a potential growth opportunity in adult-centric social media. Platforms modeled on the successes of mainstream apps but tailored for adults could fill an emerging niche in the years to come.