• by Todd Sommers , Yesterday

TikTok isn't just for Gen Z anymore. A wave of older adults—creators in their 50s, 60s, and 70s—is reshaping the platform. And they're not just scrolling. They're posting, storytelling, building communities, and shifting the app's culture.

Let's talk numbers.

In the U.S., users 55+ now make up 14% of TikTok's audience, up from 9% just a few years ago. Globally, that's over 93 million people. Users aged 45–54 are also growing fast, moving from 8% to 13% over that same timeframe. It's a change worth noting.

We've seen this before. Facebook started with college students, and Instagram was all mood boards and avocado toast posted by then-teenaged millennials. Over time, older users joined both platforms, and with their participation, the tone, content and perception of Facebook and Instagram have evolved.

TikTok is now at that same inflection point.

There's no ignoring the questions swirling around the platform's future in the U.S. But regardless of how the policy decisions unfold, the behavior shifts we see within the app point to something bigger.

Over time, the platform experience has become deeper and more human. And it's blended, not siloed by age. You'll see a grandma jumping into a foodie trend, a papa teaching handyman skills to new homeowners, or a millennial duetting with a retiree. On the platform, people of all ages connect over parenting, pets, grief, humor and life advice.

Some users are resisting the change, but creators over the age of 50 aren't fazed. They're bringing personality, humor and style to the app. They're being themselves. And guess what? It's working.

As the audience shifts, so does the platform's culture. TikTok isn't just a hub for dances and impulse buys anymore; it's evolving into a space for authentic connection. And the comments? That's where the real gold is. These creators are sparking meaningful conversation and community, where brands can find real value on the platform.

This is not to say that younger users can't craft their own cultural zeitgeist within the app. They've done that successfully many times over. It's just that, aided with the insight of older creators, TikTok is becoming a more accurate reflection of broader society. People of all ages are bonding over shared interests, exchanging recipes, and giving life advice.

Brands Must Act Quickly

The 50+ creators driving this movement bring something rare in social media marketing: trust. Their audiences tend to listen and buy. Partnering with them means telling stories that feel unexpected, but resonate nonetheless. It's not about chasing cool or being perfect. Social media is evolving past the expectation of perfection. It's about real perspectives, connections and content.

This shift shouldn't be mistaken for a passive trend. It's the same platform evolution we've seen time and time again. While some early adopters will certainly peel off in search of what's next, the broader opportunity is just beginning.

Smart brands are already tapping into this trend by leaning into sponsored content that feels personal, earned, and genuinely human. Older creators are  already influencing their own communities, and doing so without expecting much in return.

We've seen this story play out beyond social. What starts with the young doesn't necessarily lose its power when it ages. It often becomes stronger, more mainstream and more meaningful. The Silver Tsunami isn't the end of TikTok culture. It's the next chapter -- and it's one that brands can't afford to ignore. Connect with these creators in authentic and meaningful ways.