TikTok is a popular social media app that launched in 2016 and allows users to create and share short videos. It quickly became one of the most downloaded apps in the world and has over 1 billion monthly active users today. While TikTok was initially designed for teens, its audience has expanded over the years.
This article will examine the intended target audience for TikTok and analyze how it has evolved since the platform’s launch.
Teens
Teens make up a significant portion of TikTok’s user base. According to TikTok’s own reports, over 30% of daily active users in the US are aged 10-19. The platform is highly popular among this demographic, with 60% of teens saying they use TikTok (source: link).
There are several reasons why teens are drawn to TikTok. They enjoy expressing themselves creatively through the short videos, connecting with friends who are also using it, participating in trends and challenges, and being entertained by the constant stream of new content (link).
TikTok caters to teenage users through its video-centric format that facilitates short attention spans. The algorithm is designed to quickly learn their interests and serve up personalized, engaging content. Features like duets and reactions enable interactive, community-style enjoyment. TikTok also provides a platform for teens to develop their personal brands and gain fame as creators.
Young Adults
Research shows that young adults between the ages of 18-29 make up a significant portion of TikTok’s user base. According to a 2022 report by The Verge, nearly one-third of young adults in the US regularly get news from TikTok (1). This highlights the platform’s popularity among this demographic.
Young adults are drawn to TikTok for entertainment, creative expression, and community. They enjoy the lighthearted, humorous content as well as the app’s tools for creating videos. TikTok’s duet and stitch features enable young adults to put their own spin on existing content (2).
Additionally, young adults appreciate TikTok’s algorithm, which shows them videos based on their interests and keeps them endlessly scrolling. The app provides personalized entertainment that resonates with young adult values and viewpoints (3). Overall, TikTok’s creative and community aspects position it as a go-to platform for this tech-savvy generation.
(1) https://www.theverge.com/2023/11/15/23962766/nearly-one-third-of-young-adults-are-regularly-getting-news-from-tiktok
(2) https://communication.ucsd.edu/_files/undergrad/yang-yuxin-understanding-young-adults-tiktok-usage.pdf
Creators
TikTok has become hugely popular among content creators. The platform makes it easy for creators to produce fun short-form videos and gain a large following. Some of the most popular types of creators on TikTok include dancers, comedians, musicians, and influencers.
Creators are drawn to TikTok for its large built-in audience and growth opportunities. The TikTok algorithm makes it possible for any user to go viral and gain millions of views. This allows new creators to get discovered and grow an audience faster than on other platforms. Creators also enjoy TikTok’s video editing tools and features that make it simple to create high-quality short videos.
TikTok provides creators with several ways to monetize their content and make money on the platform. These include the TikTok Creator Fund which pays creators based on their viewership, as well as opportunities for brands sponsorships and partnerships. TikTok also offers a Creator Marketplace https://creatormarketplace.tiktok.com/ for brands to connect with creators directly.
Overall, TikTok offers creators a fun and engaging platform with huge reach. Its growth opportunities and monetization options make it very appealing to content creators looking to build an audience and make money from their videos.
Brands
TikTok offers unique brand marketing opportunities with its large and engaged userbase. Brands can leverage the platform’s addictive short-form video format to creatively engage Gen Z and Millennial audiences. Successful brand campaigns on TikTok include viral challenges, behind-the-scenes content, micro-influencers, and experiential marketing stunts.
According to HubSpot, notable brands finding success on TikTok include Chipotle, Marvel, Levi’s, e.l.f. Cosmetics, GoPro, and Dunkin’ [1]. Brands are utilizing TikTok’s suite of ad products as well, including In-Feed Ads, Branded Hashtag Challenges, Brand Takeovers, and TopView. In-Feed Ads appear between organic content, while Branded Hashtag Challenges encourage user participation. Brand Takeovers and TopView allow brands to claim prime screen real estate for advertising.
Overall, TikTok enables brands to capitalize on viral trends and creatively engage younger demographics. With innovative ad products and a highly engaged userbase, it offers significant potential for brands to build awareness and affinity.
Gen Z
Gen Z, or Generation Z, refers to the demographic born between 1997 and 2012. This generation grew up with technology and social media as an integral part of their lives from a young age. According to TikTok’s #genz hashtag, which has over 32 billion views, this platform is highly popular among Gen Z users.
There are several features of TikTok that appeal especially to Gen Z. The short form video format matches their preference for bite-sized content. The ease of creating and sharing videos meshes with their highly creative and collaborative nature. TikTok’s mission to “inspire creativity and bring joy” aligns with Gen Z’s passion for self-expression. Additionally, Gen Z tends to have an absurdist sense of humor that is right at home on TikTok.
TikTok has created a tailored experience to draw in Gen Z users. Features like reacting to videos with stickers and Duets enable interactive content creation. Hashtag Challenges specifically encourage Gen Z to make and share videos centered around particular themes like #wipeitdown or #makeabooktitle. Overall, TikTok’s fun, irreverent, DIY vibe resonates with the Gen Z generation.
Millennials
Millennials make up a significant portion of TikTok’s user base. Research from TikTok shows that there are over 5.9 billion views on videos using the #millennials hashtag, indicating a strong millennial presence. Several factors attract millennials to TikTok:
First, TikTok provides a creative outlet that aligns with millennial values. Millennials appreciate expressing themselves through content creation. TikTok makes it easy to create and share short videos on any topic. This appeals to millennials’ desire for self-expression.
Additionally, millennials enjoy TikTok for discovery and entertainment. The app’s algorithm quickly learns each user’s interests and shows them personalized content. From funny videos to viral trends, TikTok offers endless entertainment. Millennials appreciate this curated discovery experience that shows them new content daily.
Lastly, TikTok fosters community. Shared hashtags unite users around common interests. Features like duets and stitches facilitate collaborations between creators. Millennials enjoy connecting with others through TikTok and participating in experiences larger than themselves.
In summary, TikTok attracts millennials through creative self-expression, personalized discovery, and community engagement. The app aligns well with millennial values and provides entertainment and connection. This explains why millennials represent a significant segment of TikTok’s broad user base.
Everyone?
While TikTok has gained immense popularity among teenagers and young adults, there is some debate around whether the platform aims to appeal to all demographics. On one hand, TikTok’s user base has expanded beyond just Gen Z, with 31% of users aged 25-34. TikTok’s viral videos and features like duets make it easy for anyone to participate, regardless of age.
However, the core TikTok audience still skews young. As of 2022, 41.2% of TikTok users are aged 16-24. Much of TikTok’s content and culture caters to youth interests. While older demographics are joining, teens remain the dominant force shaping TikTok’s platform and community. Marketers aiming for Gen Z are likely to find them in full force on TikTok.
So while TikTok doesn’t exclude older users, its center of gravity still lies with the youth. The app’s growth shows its potential for one day appealing equally to all ages. But for now, teenagers and young adults remain TikTok’s most active and engaged user base.
Localization
TikTok has made localization a core part of its strategy to reach users globally. According to the blog post A Behind-the-Scenes Look at TikTok Localization Strategy, TikTok puts a strong emphasis on high-quality localization and all translations undergo proofreading before new updates are rolled out. The company has localization project managers that oversee adapting content by region and managing complex localization projects end-to-end, as seen in this TikTok job posting.
TikTok succeeds in localized marketing by creating niche content country-by-country, using localized hashtags, and leveraging local influencers, according to the article How Tik Tok Has Succeeded In Localized Marketing. This regional approach allows TikTok to connect with users in a locally relevant way across the globe.
Conclusion
TikTok started out primarily targeting and attracting teenagers, but its audience has rapidly expanded to include young adults in their 20s and even older millennials and Gen Z users. While teens likely still make up a significant portion of TikTok’s audience, the app has proven its ability to draw in users of all ages who are interested in short-form, entertaining video content.
As TikTok continues its incredible growth, its demographics will likely continue to shift and expand. While teens may still be among the most active creators on the platform, the audience consuming and engaging with content is becoming more diverse. This is evidenced by the increasing number of brands and adult influencers establishing a presence on TikTok. However, the app’s foundation seems firmly rooted in resonating with younger generations.
In summary, TikTok’s core target audience is Gen Z teens and young adults but its popularity is now reaching millennials and older generations. The app has successfully managed to appeal to multiple age groups, especially those interested in viral video content, while maintaining its image as the chosen platform for Generation Z.
