Marketing guide: TikTok is all grown up

With 1.7 billion users, TikTok has enormous potential for your marketing. The platform has long since come of age – it now enables you to reach a broader audience, beyond just the very young. We show you how!

Revolutionize your marketing on TikTok: A young woman standing on her balcony with her cell phone.
Image: © Look! / AdobeStock

TikTok in transition: From teen trend to young adult space

TikTok is particularly popular with the younger generation worldwide. However, many marketing experts underestimate the platform’s potential and continue to see it mainly as an entertainment medium.

TikTok initially appealed to Gen Z in particular – and it’s not likely to shed this image any time soon. But the user profile has changed: Today, it is mainly young adults who use TikTok. DataReportal has the figures on this: Around 71% of users are between 18 and 34 years old. Of these, 18 to 24-year-olds make up the largest proportion at 38.5%, closely followed by 25 to 34-year-olds, who account for 32.5%. At 15.6%, the 35 to 44 age group is the third largest user group on the platform. In comparison, there are fewer older users: Only 8% of users are between 45 and 54 years old and only 5.5% are 55 years or older.

of TikTok users are 18 to 34 years old.

Find your niche – find your community!

Despite the growing age diversity on TikTok, the main user group remains young people. However, this does not mean that advertisers who appeal to older target groups are wasting their time by posting there. TikTok is open to everyone and is suitable for a wide range of products and services. Niche products in particular are booming. Whether it’s tilers, advertisers, coaches or lawyers – every community can find its place on the platform.

A look at the history of TikTok: The origins of Douyin, as the video platform is called in China, go back to the popular sing along app In 2017, the technology company ByteDance Ltd. bought for an estimated one billion US dollars and merged the app with its own product, TikTok.

Best cases and lessons for your marketing on TikTok

Thanks to its wide range of users, TikTok attracts a variety of companies. In our guide, we present four successful campaigns that you should know about to further develop your marketing and your brand on TikTok. For example, you can find out how dtv Verlag used the hashtag #BookTok to benefit from the book boom. You’ll also discover creative ideas on how to use virtual influencers to reach the younger generations on the platform! Download our free guide “In the fast lane with TikTok”!