TikTok Users Continue To Grow And Evolve

TikTok attracts millions of users from all age groups with its short-form video format and viral trends. While TikTok has been a go-to for brands who want to reach the younger demographic, there is also a growing presence of older users who are drawn to the platform’s engaging content.

The platform has been observing a rise in the average age of users. In 2022, the share of TikTok users aged 18 to 24 was 35%, falling to 25% in 2024. A less dramatic drop was observed in the 25 to 34 age range, which fell from 32% in 2022 to 30% in 2024. Gains were made in the age bracket of 35 to 44, 45 to 54 and 55+.

These current figures show that Tiktok being a Gen Z platform is in the past, and brand that still perceive it to be a teen platform, need to look further.

Let’s explore the nuanced shifts that may shape the platform’s user base and see where it is headed in 2024.

The persistent reign of younger generations

It is forecasted that the 18-34 age group will continue to dominate TikTok, comprising an estimated 65-70% of users in 2024. This sustained dominance is not merely incidental but is deeply rooted in the platform’s dynamics:

High engagement levels: Younger generations exhibit more active participation, dedicating substantial time to both consuming and creating content.
Platform familiarity: Gen Z and younger millennials, having grown up with TikTok, display a natural comfort with its format and features.
Content preferences: The platform’s emphasis on short-form videos, trends and challenges resonates seamlessly with the preferences of younger audiences.

The Gradual Ascent of Older Users

While the majority will still belong to younger demographics, users aged 35 and above are expected to experience a gradual increase in 2024. This intriguing shift can be attributed to a multi-faceted transformation within TikTok:

Content diversification: TikTok’s expansion into diverse content offerings, beyond pure entertainment, is attracting older users seeking informative, educational, or lifestyle content.
Family-friendly features: Intuitive features like parental controls and age-appropriate content recommendations are making the platform more accessible for families.
Strategic marketing efforts: Targeted advertising and influencer partnerships are extending their reach to older demographics, potentially kindling their interest in the platform.

As TikTok continues to grow and evolve, age demographics will play an increasingly vital role in shaping marketing strategies. Looking ahead, it’s anticipated that TikTok will continue to attract a broader audience spanning various age groups. The widening audience poses challenges for marketers, but also creates opportunities. This knowledge of the changing demographics is vital as the landscape keeps evolving. Brands can ensure relevance and growth by adapting to the platform’s diverse community.