7 Ways to Use TikTok to Engage With Audiences Over 50 Years Old

Seeking to captivate the over-50 crowd on TikTok, we turned to seasoned marketing professionals and company leaders for their wisdom. From tailoring content to the interests of those 50+ to engaging with older TikTok influencers, explore the seven strategic insights shared by our Social Media Manager and CEO on mastering the art of engaging an older audience on this dynamic platform.

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Tailor Content for 50+ Interests

Engaging audiences over 50 on TikTok requires tailoring content to their unique interests and experiences. Craft videos that evoke nostalgia or provide valuable insights relevant to their lives, ensuring clarity through visually appealing imagery and legible text. 

Consider potential variations in tech-literacy by prioritizing user-friendly navigation. Integrate trending topics that resonate with this demographic, fostering community through interaction and feedback. By monitoring analytics and adapting strategies accordingly, one can effectively engage this audience and cultivate a loyal following.

Suhasini Gopal, Social Media Manager, SPM Global Technologies Pvt Ltd

Introduce Novel Uses for Familiar Products

As a marketer and a woman over 50, the best tip I can give is to use TikTok as a way to show us something new. Think about the fact that there’s not much that people over 50 haven’t seen before, so using a platform like TikTok gives you the opportunity to share new ideas in an entertaining and informative way. 

It doesn’t have to be a new product; it can be a new way to use a product we’ve been using for years. And the best part is that it can be quick and give just enough information to make us want to learn more. Because, in most cases, we will follow up to find out how to incorporate that product into our lives.

Dianne Harper Boyer, Co-Founder, The Harper Girls

Respect Tech-Savvy Older Users

From my experience, my tip is: Don’t patronize them. Just because they are older doesn’t mean they aren’t knowledgeable! If they are on the platform at this point, it indicates they understand how tech and social media function, so don’t oversimplify your content!

Just because your audience is older, doesn’t mean you should talk down to them. In fact, doing so will likely turn them off from engaging with your content. Instead, treat them as the informed, astute consumers they are. They don’t need information handed to them on a platter. Just present them with the facts and let them determine if your product suits them.

If someone over the age of 65 is using TikTok, we can infer a few things about them. They are clearly comfortable with technology, they are curious, and they enjoy keeping up with trends. So, don’t act as if they are out of touch. They are just as connected as anyone else, perhaps even more so.

Precious Abacan, Marketing Director, Softlist

Craft Relatable and Relevant Content

One effective strategy for engaging audiences over 50 on TikTok is to create content that resonates with their interests and experiences. Consider crafting nostalgic content, sharing stories or tips relevant to their generation, or showcasing how your product or service can enhance their lives. 

Additionally, using larger text and clear visuals ensures accessibility for older viewers. By understanding their preferences and crafting tailored content, you can effectively connect with this demographic on TikTok.

Daniel Lynch, President and Owner, Empathy First Media

Offer Value with Tutorials and Storytelling

It’s essential to prioritize content that resonates with their interests and lifestyle preferences. A specific tip is to create and share content that offers value, such as tutorials, life-hacks, and insightful storytelling relevant to this demographic.

This age group appreciates content that enriches their lives, whether it’s through learning a new skill, understanding technology better, or simply enjoying relatable humor. What’s more, incorporating nostalgia by referencing pop culture from their youth can significantly increase engagement. Tailoring content in this manner not only attracts but also retains the attention of older audiences on the platform.

Michael Lazar, CEO, Content Author

Leverage Nostalgia for Authentic Engagement

Engaging older audiences on TikTok requires a nuanced approach. From my experience with Holistic SEO, authenticity reigns supreme. My tip: Leverage nostalgia. Crafting content that resonates with their experiences can spark emotional connections and drive engagement. 

Whether it’s reminiscing about past trends or sharing relatable stories, tapping into nostalgia bridges generational gaps and fosters genuine connections. It’s about understanding their perspective and weaving it into your TikTok strategy organically.

Koray Tugberk GUBUR, Founder and Owner, Holistic SEO

Engage with Older TikTok Influencers

Use older influencers on TikTok to improve your engagement with older users. While younger influencers might have a broader reach, that doesn’t always make them the best choice for every brand. In fact, selecting an older influencer could be more effective when aiming at an older audience. Why? Because older TikTokers will be more relatable to your target demographic, and they’ll be taken more seriously.

An older influencer will also have greater authority on certain topics that might not seem credible coming from someone younger. If you’re aiming to engage with baby boomers, seek out influencers in their 50s or 60s. This doesn’t mean you can’t use younger influencers; just try to diversify and include a range of ages to appeal to a broader audience.

Craig Focht, Co-founder and CEO, All Pro Door Repair

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