When people think of TikTok, many immediately associate it with dance challenges and viral clips from younger generations.
However, the latest data and trends show that users aged 35 and above are joining the platform rapidly, gradually shaping a new cultural wave.They are no longer just observers but have become active creators and influencers, bringing fresh possibilities for brands and marketers.
Breaking Stereotypes: The Diverse Roles of 35+ Users
On TikTok, 35+ users are showcasing more than just daily life moments. Through professional knowledge, humor, and authentic sharing, they have built cross-generational resonance.
A single product review video by a 35+ creator can even drive sales growth by dozens of times within a short period. This proves their growing influence in shaping consumer decisions.
Silver-Haired Creators: From “Boomer Graphic” to Style Icons
Creators aged 55 and above are making their mark as well.
From nostalgic song remakes and everyday wisdom sharing to fun challenges like the “10 Year Challenge”, they attract large young audiences with their authenticity and energy.
This group has overturned the stereotype of “only forwarding family pictures” and successfully built their own stage on TikTok.
Why Do Mature Users Love TikTok
Compared with other social platforms, TikTok offers a more open and inclusive environment.
1. Authentic atmosphere: Content feels real and relatable, sparking emotional connection.
2. Freedom of expression: No need for heavy editing, individuality shines through naturally.
3. Cross-generational bonding: Many young users invite parents or grandparents to join challenges, turning family moments into popular content.
Three Cross-Generational Trends Emerging
- Collaborative storytelling: Joint videos bridge age gaps through shared creativity.
- Age is just a number: Mature creators embrace a youthful mindset, proving it is never too late to try something new.
- Reviving traditional hobbies: Gardening, sewing, and baking are trending again thanks to older users, even inspiring Gen Z to join in.
Marketing Takeaways for Brands
- Power of authenticity: Including real stories and daily moments from mature creators helps build trust.
- Cross-generational influence: The 35+ and 55+ segments not only impact peers but also indirectly shape younger consumers’ choices.
- Conversion through incentives: Promotional codes or discounts during the discovery phase can effectively encourage engagement from mature audiences.
📌 Conclusion
TikTok has evolved from a platform for the young into a multi-generational cultural space.
With the participation of 35+ and 55+ users, content diversity continues to grow, opening new opportunities for brands to connect meaningfully across generations.
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Source: Cross 跨嘶數位
