Imagine having to convince leadership that we don't need to be on TikTok if our audience is strictly 50+? The worst part of working in marketing is having to get people who are totally out of touch with the workings of it to believe you.

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I think it's contingent on your product and if that makes it relevant to be on there. 24% of the US population aged 50+ is on TikTok. I know a decent amount of 50+ women who go on TikTok daily... I wouldn't discredit it on age but moreso if your ICP is actively engaging on TikTok or not.

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No, I think this is a bad take. I think other people have said it. 50+ people definitely use TikTok. My grandmother is in her 80s and she just set up a new network in her house and used TikTok to help plan her trip to Thailand.

Do you have access to IPSOS? Or contact TikTok and get an audience index by age. Use data to prove your point

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I have the opposite problem. I’m trying to convince a client that we don’t need to spend thousands of dollars on Facebook ads when their target audience is under 25.

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You should be on TikTok

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Totally understand

The 50+ age group makes up only 11% of the TikTok user base. I don't think I would waste time or money on a platform that doesn't have a higher percentage for my target demographics.

"Facebook is the top social media platform for those over 50, used by roughly 59–71% of this demographic to connect with family and friends. YouTube is the next most popular, particularly for learning and entertainment, while Pinterest and Instagram are favored for visual content, hobbies, and staying updated on grandchildren."

Had this discussion many times about facebook and genZ. People think that if something is important to their life, it must be important in everyone's lives regardless of what some pesky statistics say.

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