TikTok is associated with Gen Z and increasingly Gen Alpha audiences, and their new trends and new phrases can be hard to keep up with. But what about the older crowd?
From former TV stars to lifestyle influencers, there is a clear rise in senior creators on the platform. Content packed with nostalgia and credibility resonates with both their long-time fans and new audiences.
Michael Barrymore, a renowned British television presenter and comedian, has reinvented himself on TikTok. Initially sharing clips from his popular 90s TV show, he has since transitioned into reviewing fast food spots in London, with honest and endearing reviews, attracting a new audience.
Barrymore also engages with fans through personal insights, humor, and even experiments with AI tools like ChatGPT. His ability to adapt and connect with both nostalgic viewers and younger audiences makes him a prime example of an older creator thriving on social.
Over in the States, many TikTok users were introduced to Bethenny Frankel through her candid beauty reviews - before realizing her status from The Real Housewives of New York City. Her no-nonsense approach to high-end and drugstore cosmetics has earned her a loyal TikTok following of over 2.6 million. Frankel recently created content around meeting Gen Z mega creator, Alix Earle, who consequently “stood her up” (by mistake). Many users cited that this was her attempt to build more fame and followers from Alix’s success. The pair did end up meeting the next evening, recording their experience for their followers.
The beauty industry is particularly booming in this older category which opens up an opportunity for brands in this category and beyond.
The TikTok FYP is full of amazing beauty creators, sharing their favorite products and sharing inspirations for new looks. But the content is all based around young fresh skin, which doesn’t work for anyone 30+.
Creators such as Lisa Eldridge and Nadine Baggott are building new, more niche online communities. True cosmetic gurus - they give tutorials for mature skin and provide expert beauty insights and honest reviews.
Trinny Woodall, another former TV star in the UK, has also built a loyal following, honing in on a category of women looking for fashion and beauty tips for women over 40. This even helped to launch her line of makeup and skincare products – Trinny London.
And it’s not just the “middle ages” that are doing well. Popular creators like Grandma Droniak, who has almost 15 million followers, and Grandad Joe, with 8.2 million followers, prove that age is no barrier to social media success. Their humorous, relatable content appeals to younger and older demographics, opening the opportunity to partner with these creators to meet multiple age groups.
We’ve seen huge success with this strategy, particularly on campaigns for our client in the US Therabody – a brand that creates innovative wellness technologies led by science. We partnered with senior creators including @themichaeljustin, @styleatacertainage, and @tingmystyle, and saw incredible results from the content.
The growing success of older creators is fueled by:
The data shows that the number of Gen X and older millennials on TikTok is increasing. In the US, 19% of TikTok’s weekly active users are aged 35-44, and 13% are aged 45-54 (2024 data). While Gen X may not be the dominant group on TikTok, their presence is growing, and partnering with older creators offers brands a new way to grab the attention of this demographic.
Gen X is a powerful consumer group known for brand loyalty, purchasing power, and influence - so it’s time to consider this demographic!
Older creators on TikTok are an opportunity that brands should not ignore. Whether through nostalgia-driven campaigns, expert-led collaborations, or credible content partnerships, there’s immense potential in engaging Gen X and beyond.
