Mention TikTok and the thought of Gen Z isn’t far behind. The tech-savvy and trendsetting generation initially made the platform explode in popularity, but they’re far from the only demographic on the app. With TikTok's audience diversifying, millennials are increasingly joining the fun. In fact, TikTok’s own insights show that 40% of millennials are using the platform to discover new things, so they’re not to be overlooked when creating a TikTok strategy.
In this blog post, we will delve into how millennials are using TikTok, what they are watching, and how brands can maximize their presence in front of this engaged audience.
Contrary to popular belief, TikTok is not just a playground for Gen Z. According to Hootsuite, a significant portion of TikTok's advertising audience is made up of millennials. In fact, as a consumer, they’ve got some of the strongest affinities to brands.
Hootsuite reveals that millennials on TikTok are 2.3 times more likely to create a post and tag a brand compared to other platforms. This heightened brand engagement presents a golden opportunity for businesses to connect with this influential generation, and cash in on authentic UGC*
*user generated content.
As well as being eager brand creators, stats from FanBytes show that 60% of millennials on TikTok are parents. As parents, they not only consume content for themselves but also make purchasing decisions for their households. Brands that recognize the power of millennial parents on TikTok can tap into a vast market of decision-makers who are eager to discover products and services that cater to their family’s needs.
Millennials on TikTok are not just passive viewers; they actively seek content that resonates with their interests and values. With 1 in 2 millennials viewing the app as ‘entertaining’, here are a few popular categories that attract millennial viewers:
Millennials appreciate quick tips and life hacks that help them navigate their busy lives more efficiently. From cooking tutorials to spice drawer organization hacks (hello, clear tubs with printed labels), these videos offer inspiring content that feels achievable.
Comedy has always been a significant aspect of social media, and TikTok is no exception. Millennials flock to the platform to enjoy short, entertaining skits, clever wordplay, and relatable humour.
Many millennials are eager to grow personally and professionally. TikTok's bite-sized videos offer a convenient way to access motivational content, career advice, and self-improvement tips.
To leverage the growing millennial audience on TikTok, brands can adopt the following strategies:
Millennials value authenticity and transparency. Brands should strive to create genuine connections with their audience by sharing relatable and unscripted content.
Collaborating with popular TikTok influencers who resonate with millennial values and interests can significantly amplify a brand's reach and credibility.
Encouraging millennial TikTok users to create and share content featuring their brand is an effective way to foster engagement and leverage their enthusiasm for brand promotion.
TikTok thrives on trends and challenges. Brands can participate in popular challenges, incorporating their own unique twist to stay relevant and capture millennial attention – just be sure it’s relevant to your audience and fits your brand’s personality!
While TikTok initially gained popularity among Gen Z, its audience encompasses millennials and beyond. By understanding what millennials watch on TikTok and implementing an effective social strategy, brands can maximize their presence and establish meaningful connections on TikTok.
Ultimately, embracing TikTok as a marketing tool provides businesses with a unique opportunity to tap into the creative, engaged, and brand-loving community of millennial users.
Interested in launching your brand on Tiktok? With a team of experienced content creators at hand, our trend-led content and rapid content turnaround is a sure recipe for success, to get your brand in front of a whole new audience who are using TikTok on the daily.
Get in touch to find out more.
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