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TikTok Age Demographics in 2024: Insights From TikTok Partner

The year 2023 marked a thriving chapter for TikTok, with the platform experiencing a remarkable surge in engagement among Gen Y and Millennials. In 2024, TikTok will still upgrade its age demographics. Have you caught wind of TikTok’s strategic blueprint for age demographics development yet? How can you harness the power of TikTok age demographics to elevate your ad campaigns and setup? We’re about to unveil all the secrets in this comprehensive article, guiding you through the intricacies of TikTok’s demographic trends and advertising prowess.

Overview of TikTok age demographics of TikTok users in 2023

Overview of TikTok age demographics of TikTok users in 2023

TikTok, a widely-used social media platform for short videos, draws in a diverse global audience with varying age and gender distributions across regions. As of 2023, here’s a snapshot of the TikTok age demographics based on web search results:

  • 18-24 Years Old: The largest group, constituting around 36% of the adult audience (18+). This segment leans slightly more towards females, with 18.2% women and 18% men.
  • 25-34 Years Old: The second-largest group, representing about 32% of the adult audience. This group has a slight male majority, with 16.9% men and 15.2% women.
  • 35-44 Years Old: Comprising around 17% of the adult audience, this group is also more male-dominated, with 9.2% men and 7.3% women.
  • 45-54 Years Old and 55+ Years Old: Together, they make up approximately 15% of the adult audience. These groups lean more towards females, with 8.7% women and 6.4% men.

TikTok’s age demographics may differ by region due to the app’s popularity variations. For instance, in the United States, TikTok boasts around 45 million Gen Z users, forming about 60% of the total US user base. Conversely, TikTok caters to about 165 million users above 18 years old in Southern America, featuring a more balanced age distribution.

Forecast of TikTok age demographics of TikTok users in 2024

Navigating the ever-shifting landscape of TikTok age demographics requires a deep dive into current trends to uncover potential trajectories for 2024. Let’s unravel the layers and explore the nuanced shifts that may shape the platform’s user base.

The persistent reign of younger generations

We forecast 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.

Potential Intricacies within Age Groups

Within the dominant 18-34 age group, sub-trends might emerge based on specific interests and content preferences. This microcosm of diversity could witness:

  • Niche influencers or UGC creators: A surge in influencers or UGC creators catering to niche communities within the dominant age group.
  • Segmentation of older users: Users aged 35 and above might be segmented into different interest-based groups, leading to specialized content for professionals, parents, or hobbyists.
  • Regional nuances: The demographics of TikTok users are not uniform across regions. 

Different parts of the world have diverse TikTok user demographics due to factors like culture, internet access, and available content. For example, there might be more young users in Asia than in Europe, creating unique regional trends.

Unraveling uncertainties and potential disruptions

In the ever-evolving digital realm, uncertainties lurk around unforeseen events, ranging from technological advancements to new entrants in the social media arena or shifts in privacy regulations. These factors could significantly reshape user behavior and demographics on TikTok, introducing an element of unpredictability.

While these insights provide a comprehensive analysis based on existing trends, the multicolor nature of TikTok’s age demographics demands a keen awareness of the unforeseen factors that might sculpt the platform’s evolving identity in 2024.

How do we take advantage of TikTok age demographics to advertise?

Precise targeting for enhanced engagement

Utilize TikTok’s advanced targeting options to create highly relevant campaigns to specific audience segments. By focusing on precise targeting, you can improve your TikTok ads’ click-through rates, as evidenced by the 3x increase found in Hootsuite’s study. This involves segmenting your audience based on demographics, interests, behaviors, and other relevant factors.

Current situation in 2023:

  • TikTok’s algorithm allows for detailed targeting based on user behavior, including video interactions and search history.
  • Brands often overlook the nuances of age-specific targeting, leading to less effective campaigns.

Optimizing for 2024:

  • Implement a data-driven approach to identify the unique preferences of each age demographic.
  • Use TikTok’s targeting features to create personalized ad experiences that resonate with the intended audience segment.
  • Gather and analyze user data to understand your target audience’s behaviors and preferences. Use these insights to create personalized ad experiences that align with user expectations for relevant content.
  • Design your ad creatives to match the preferences of your target demographic, especially Gen Z. Incorporate language, imagery, and themes that resonate with them.

Understand all TikTok ad types

tiktok ad types

With a significant portion falling between 18 and 34 years old, this poses a challenge for advertisers aiming to create campaigns that resonate with a generation prioritizing authenticity, creativity, and engagement. To meet this challenge, TikTok provides various ad formats, each with specific best practices for targeting different age groups. Let’s see the most suitable ad types to drive sales based on TikTok age demographic:

In-Feed Ads

In-feed ads specs

In-Feed Ads are TikTok’s standard format, seamlessly integrated into a user’s “For You” page. These ads effectively reach younger audiences accustomed to scrolling through a mix of organic and sponsored content. Advertisers can leverage TikTok’s precise targeting options to ensure their In-Feed Ads reach specific age groups, increasing the chances of engagement.

Spark Ads

spark ads example

Spark Ads amplify existing organic content or collaborate with creators to reach a broader audience. By partnering with influencers popular among a specific age group, advertisers create Spark Ads that feel native to the platform, fostering higher engagement rates.

Dynamic Showcase Ads

TikTok Dynamic Product Ads

Dynamic Showcase Ads (DSA) cater to e-commerce brands, dynamically displaying products based on user behavior. Advertisers can personalize these ads to match the interests and preferences of various age groups, creating shopping experiences that resonate and drive conversions.

It’s important to note that DSA can exclusively be utilized through a TikTok agency ad account. If you’re eager to leverage the power of DSA for your brand, reaching out to a TikTok agency partner is the key. Mega Digital, as a trusted partner, specializes in maximizing the impact of TikTok advertising. Contact Mega Digital today to elevate your e-commerce game with a TikTok ad agency account that delivers results!

Catalog Listing Ads

Catalog Listing Ads

Catalog Listing Ads showcase an entire product catalog as users browse TikTok. This format suits presenting a variety of products appealing to diverse age demographics. Advertisers can spotlight trendy items for younger users or practical goods for older demographics, simplifying product discovery.

Carousel Ads

Carousel Ads

Carousel Ads enable the showcasing of multiple images or videos in a single unit, ideal for storytelling. Advertisers can craft narratives catering to the interests of different age groups, engaging users more meaningfully.

Explore the diverse world of TikTok advertising! Beyond age demographics, it’s crucial to assess ad types based on your industry. Discover the optimal combination of TikTok ad types for the best results. Dive into our free ebook that guides you through the 11 types of TikTok ads. Download it today to unlock the potential of your advertising strategy!

Explore 11 TikTok Ad Types

Tailored content strategies across age demographics

Discuss how different age groups on TikTok respond to various content types. Younger users might prefer fast-paced, trendy content, while older users might appreciate more informative and thoughtfully crafted videos.

In 2023, content strategies often lack differentiation across age groups, leading to a one-size-fits-all approach that fails to maximize engagement. So here is our advice for optimizing for 2024:

  • Develop age-specific content strategies that align with the interests and behaviors of each demographic.
  • Consider collaborating with influencers who have a strong appeal to the target age group to create authentic and relatable content.
  • Create a better content strategy:
    • For Gen Z: Develop and share humorous content that aligns with their preferences for entertainment and fun. This could include leveraging memes, challenges, and comedic skits currently trending on TikTok.
    • For Millennials: Create educational videos that provide value, such as how-to guides, tutorials, and informative content that addresses their interests and needs.

Improved ad relevance and visibility

Understanding the diverse preferences of various age groups on TikTok is crucial for creating effective content strategies. The platform’s user base spans across generations, each with distinct preferences when it comes to the type of content they engage with. Tailoring your content strategy based on age demographics can significantly enhance its impact. Here are our suggestions for you:

Age GroupContent preferencesAd format ConsiderationsAd type recommendations
Younger Users (18-24 and 10-19)– Attracted to dynamic, visually captivating, and current content.

– Actively participate in challenges, dance trends, and comedic videos.
– Short-form videos with catchy music, vibrant visuals, and trendy effects perform well.

– Incorporate popular TikTok trends and challenges for increased engagement.
In-Feed Ads
Branded Hashtag Challenge
Branded Effects
TopView Ads
Young Adults (25-34)– Appreciate a mix of entertainment and informative content.

– Engages with trends but also seeks videos that provide value, insights, or relatable experiences.
– Blend entertaining elements with informative content.

– Longer videos with engaging storytelling or educational value can resonate well.
In-Feed Ads
Branded Hashtag Challenge
Collection Ads
TopView Ads
Mid-Aged Users (35-44)– Prefer informative and authentic content aligned with their interests.

– Likely to engage with lifestyle content, how-to guides, and product reviews.
– Craft content with a balance of entertainment and information.

– Longer videos exploring topics in-depth or showcasing practical aspects can be appealing.
In-Feed Ads
Collection Ads 
Reach & Frequency
Carousel Ads
Catalog Listing Ads
Mature Audiences (45+)– Focus on insightful and educational content
– Emphasize less on trendy topics
– Engage with content related to hobbies, life experiences, or tutorials
– Develop content that is thoughtful, well-crafted, and offers valuable insights.

– Longer videos with detailed information or personal narratives can resonate with this audience.
In-Feed Ads 
Collection Ads
Reach & Frequency
Dynamic Showcase Ads
Catalog Listing Ads

Strategic timing for maximum impact

Consider the timing of your ad delivery by understanding when various age groups are most active on TikTok. Analyze peak usage times for Gen Z, millennials, and older users to strategically schedule your campaigns. 

For instance, target Gen Z in the late afternoon, and millennials during lunchtime and weekdays. Use TikTok’s live streaming during these peak hours for real-time engagement and brand loyalty. Optimize your impact by delivering ads when your target audience is most likely to be online and receptive.

>>> Learn more: When is the best time to post on TikTok in 2024? [Updated]

Optimized ad spend allocation for ROI

How to optimize TikTok ads

Optimizing your ad spend is key for a better return on investment (ROI). To do this, carefully examine the cost-per-click (CPC) and cost-per-impression (CPM) rates across different age groups. Identify demographics with lower costs and higher engagement, then allocate more budget to these high-performing segments. Keep an eye on real-time performance, conduct A/B testing, and leverage platform insights to refine your strategy. 

Finally, consider seasonal trends, focus on the conversion rate, and regularly review and adjust your budget allocation to stay aligned with your target audience and achieve a successful ROI.

Influencer collaboration aligned with target demographics

When it comes to digital marketing success, teaming up with TikTok influencers is key. To make it work, choose influencers whose followers match your target age group.

TikTok influencers

Brands sometimes partner with influencers based on popularity rather than demographic alignment, leading to suboptimal campaign results. This can lead to low conversion rates. So, carefully select influencers who have a proven track record of engaging with the target age group and whose content style complements the brand’s messaging.

Here is our tip: Tap into TikTok Creator Marketplace to discover influencers or UGC creators aligned with your desired age demographics. Use the platform’s tools to filter and connect with influencers who can help make your campaign a hit.

A/B testing for continuous optimization

A/B testing allows advertisers to compare different ad elements, such as visuals, captions, call-to-action buttons, and targeting parameters. Which helps you pinpoint which specific components resonate better with the TikTok audience.

After testing, look at important numbers like clicks and engagement rate to see how well your ads are doing. This helps you make better choices based on real data.

Executing A/B testing across numerous campaigns requires a substantial reservoir of creativity for ad content. Here are our top 11 TikTok video concepts designed to captivate your audiences.

TikTok Video Ideas

Final words

This wraps up the TikTok age demographics for 2024, but keep in mind that insights are dynamic and require regular updates. Updating this information can be time-consuming, but fear not! Mega Digital has you covered. As a TikTok partner with a dedicated team of experts, we ensure daily, even hourly updates. Our direct contact with TikTok supporters guarantees fluent insights. Don’t hesitate to contact us anytime for more information and support.

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Phuong Linh Linh
Phuong Linh Linh
TikTok Advertising Specialist


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