TikTok user adoption surging amongst 25–45 yr-olds

The role TikTok plays in an omnichannel strategy is changing

While the app was initially popular with younger audiences, recent data shows a clear shift.

Older users are adopting the platform in significant numbers, creating a strong opportunity for marketers. This is especially true for industries that rely on inspiration and emotional storytelling, such as travel, to engage customers.

The age of adoption: A significant social media shift

TikTok’s largest audience is still 18–24-year-olds, but adoption among older groups is accelerating. According to CivicScience, between 2019 and 2025, adoption among aged 35-44 year olds grew from a meagre 7% to a significant 44% (529%). Adoption for users aged 25-34 increased by 613% from 8% to 57%. Even users aged 45+ have grown from 2% to 26%, outpacing younger groups.

“The uptake of TikTok among older demographics is at odds with the general perception of the platform. But we are seeing more data showing that older users, those responsible for household decisions and purchases, are increasingly on TikTok,” says John Gonzalez, Paid Media Lead at Platform 195.

John notes that the US data reflects what is happening in the EU. “This shift in audience usage is a major change in social media patterns and one that businesses should not ignore. If you are serious about your paid and social strategy, then you should be looking at how TikTok can play a part in that,” he adds.

As families continue to travel more than any other life stage, the chance to reach potential travellers on TikTok aged 25–45 is especially valuable. Video and rich imagery only strengthen that opportunity.

Creating the right kind of content for TikTok

Video is perfect for selling inspiration and ideas. TikTok is a chance to showcase rich, creative media and stand out. But unlike other channels, content cannot simply be repurposed. TikTok demands original content, built for the platform.

“To capture engagement, you need short, punchy videos, ideally 15–30 seconds long. They need to look native. Styled like TikTok reels, with the right fonts, pacing and layouts,” explains John.

Key messages must be clear and upfront. Long form content does not work on this fast-scrolling app.

“You have to grab attention immediately and then sustain it. To do this you need a clear TikTok strategy that includes a platform-specific content plan covering creative format, posting cadence and purpose,” says John.

Platform strengths and advertising potential

When brands get it right, TikTok delivers strong results. Click through rates are often comparable to Meta. The platform provides excellent conversion tracking and rich first party audience data across B2C and B2B segments.

Its built-in machine learning also helps optimise campaigns over time.

“TikTok’s advertising analytics and capabilities are comparable to any other social channel, including Meta. It offers campaign versatility for both branding and direct sales, providing potential for incremental performance, which is what we want,” says John.

Common barriers and pitfalls

As with any channel, there are challenges. Many brands avoid TikTok due to misconceptions around audience or content. This means there is less competition.

According to John, the most common mistakes are:

1. Failing to create platform-specific content

2. Lacking clear objectives or planning

“These are easy mistakes to make but they are also easy to avoid. With a clear, robust content strategy and some investment in creative production and experimentation, travel brands can tap into new revenue on this emerging channel,” says John.

TikTok strategy, execution & optimisation

The opportunity for travel brands on TikTok is clear but it requires speed and focus. Early adopters will gain the advantage while competition is still low and audience growth is accelerating.

At Platform 195, we can help you tap into TikTok to amplify your brand. Our intelligent marketing managed service covers strategy, creative, paid and organic execution, and ongoing optimisation, all integrated into your existing multi-channel activity.

We know how to create TikTok-ready content that performs and how to use the platform’s data and machine learning to drive results.

With the shifting demographics, now is the time to move on this channel. Those who act first will win.

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