By
• 13 Aug 2025
TikTok wasn’t always taken seriously. When it first hit the scene, it was known as Musical.ly - a lip-syncing app packed with Gen Z creators and viral dance trends. Entertaining? Sure. Strategic? Not so much.
But things have changed. TikTok has grown into a platform where people of all ages go to learn, discover, shop and search. It’s not just a home for viral stunts, it’s where real purchasing decisions are made, often by audiences many brands assume aren’t there.
If you're still writing TikTok off as “not relevant to your customer,” you might be missing the point. And the opportunity.
The numbers don’t lie
Let’s start with a look at TikTok audience demographics - 32% of Brits aged 31-49 use TikTok at least once a day. That’s not a one-off scroll while waiting for the kettle to boil. That’s habitual, high-frequency use, and this usage trend isn’t going anywhere. In fact scrolling among the 35+ age group is forecasted to grow by 521% from 2019 to 2026 (Sprout Social).
TikTok users are mostly looking for content that entertains and adds value. 34% of UK adults aged 35–44 use TikTok to find funny or entertaining content (source: GWI). And they’re not just consuming. They’re discovering - 61% of TikTok users in that age group use the platform for brand discovery (source: GWI). This isn’t just passive viewing, it’s active engagement. The key takeaway? Older audiences are spending time on TikTok with purpose. That purpose includes finding new products, services and ideas.
TikTok’s algorithm is interest-based, not age-based
One of the app’s biggest strengths is that its algorithm doesn’t care how old you are. It cares what TikTok users watch, what they like, what they save and what they come back for.
That means your content doesn’t just reach people who follow you. It reaches people who want what you’re making - even if they’ve never heard of you before.
So if you create content that’s useful, engaging or entertaining, TikTok will find the audience for it. And increasingly, that audience includes people with more disposable income, more spending power and more intent behind their searches.
People aren’t just watching, they’re searching
TikTok isn’t just a platform for scrolling. It’s a search engine. For more and more Tiktok users, it’s replacing Google. Whilst Gen Z tops the tables of those using social media for search with 45% using social search over Google, we can’t ignore that 35% of millennials and 20% of Gen X also favour social search.
BBC News recognised that people now search TikTok the same way they use Google - especially for breaking news, explainer content and context around big events. Instead of resisting it, they’ve leaned in. Their TikTok account now has over 9 million followers, built on short, sharp videos that answer the questions people are already typing into the search bar.
This shift matters. TikTok is no longer just a place where content gets seen. It’s where people go to actively look for what they want. Older TikTok users are part of this. They might not post every day, but they search, they save and they plan. They use the app to explore ideas and validate decisions, from breaking news to choosing their next holiday or home appliance.
If your brand isn’t showing up when they search, someone else is.
Older audiences use TikTok differently
A 50-year-old on TikTok isn’t necessarily doing the same things as a 19-year-old. But that’s not a reason to avoid the platform. It’s a reason to understand how different age groups behave. Take popular creator Grandad Joe with 8.2M TikTok followers, proving age is no barrier to success.
The 35–44 demographic is often using TikTok as a smarter, faster version of YouTube or Google. Think product reviews, how-to content, meal ideas, cleaning hacks and health tips. They want answers, solutions and recommendations that feel trustworthy and human.
If your brand can show up with content that solves real problems, sparks curiosity or genuinely entertains, you’ll find traction, regardless of how old your audience is.
From scroll to shop
With TikTok Shop, users don’t just find new brands, they buy from them in just a couple of easy clicks. What might surprise you is that users are doing it in higher numbers than many brands expected. TikTok has turned attention into conversion, all within the same app.
44% of UK TikTok users made a purchase directly on TikTok, with 1 in 4 buying at least once a month. These users are already using TikTok to explore products. Now they can purchase them with a tap. ‘Silversurfers’, internet users over 65, could just provide a golden opportunity - those age 65 and over are more likely than those age 16 – 24 to make online purchases.
If your product lends itself to visual, demonstrable content (think beauty, kitchen gadgets, home hacks, wellness, fashion), TikTok Shop can become a performance channel as well as a brand-building one. B&Q have successfully harnessed TikTok to talk to their audience, with a series of helpful advice videos, from selecting seasonal plants to embracing colour in your home.
With creator partnerships and affiliate tools built in, you’re not limited to selling through your own content - you can tap into others who already have credibility with your audience.
Why this matters for your brand
If your business is targeting anyone over the age of 30 and you’ve ruled out TikTok, you could be missing a major growth channel.
This isn’t about chasing trends or scrambling to go viral. It’s about meeting real people where they’re already spending time. It means showing up with content that matches what they actually want - fast, useful, entertaining and nothing that feels like an ad.
TikTok isn’t just another social platform. It’s where people go to find new ideas, solve problems, research big decisions and discover products in a way that feels natural and personal. It’s replacing Google for some, replacing TV for others, and with TikTok Shop, it’s now replacing the checkout too.
TikTok isn’t just for teens. More people than ever - including older, high-intent audiences - are using it to search, discover and buy from brands just like yours.
If you're still sitting it out, ask yourself: are you avoiding TikTok because it’s not right for your audience, or because it feels unfamiliar? One of those is a strategic decision. The other is just hesitation.
Whether you're interested in finding out how the platform could work for you, learning what your competitors are up to on the platform, or need a little help refining your current TikTok strategy, our team of social experts can help with that, so get in touch to see how we can help.
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