Dryden Dragich

Comm 402
Brand analysis
TikTok Brand Analysis Baby Boomers

TikTok

TikTok is a social media platform that has taken the younger generations by storm. More

than a third of Americas internet users’ access TikTok at least once a month. TikTok has 689

million monthly users and that’s not even counting Chinas version of TikTok (Douyin). If you

combine TikTok and Douyin they have 1.29 billion monthly users. TikTok is a platform that is

set up for short video content. The videos range from dances to make-up tutorials to travel guides

and comedy sketches. One of the big things that TikTok does well is that it’s a hodgepodge of

trends from all the other platforms and their videos are easily transferable to all other social

media platforms. TikTok’s software really seems like it is aimed toward younger generations and

the numbers show the same thing. With about 70% of TikTok’s users being in the age range of

13 – 24 years old. With only 7% of its users being at least 45 years old. TikTok users in America

are 2 to 1 female to male with an overall world demographic of 60% female and 40% male.

Baby Boomers

Baby boomers are an American generation or the people who were born directly after world

war II (1943- 1968). This generation values safety or security. Meaning they don’t just trust

things right away and take more time to validate the correct decision. Which makes them clash

with the younger generations who fly by the seat of their pants or take more risks. Baby boomers

also value hard work. This is probably the number one complaint all baby boomers have with the

younger generations. Baby boomers are a very hard-working group of people who very much so

value having a job and working hard at whatever job you have because they are all important. I

don’t want to say the younger generations aren’t hard working but I would say are innovative

which makes the baby boomers question the new ways and because they value safety and take
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Brand analysis
less risk are slow to adapt or take to new ideas and ways of working. I can see how a some of

these values may clash with TikTok. Baby boomers are usually slower to adapt to new

technology and apps because they are hesitant to decide if it’s for them or not with TikTok being

a new app can be a reason why, so few boomers are on TikTok. Another reason is they are

usually work oriented and have no interest in the fun of TikTok.

Interviews

I had conducted three in-depth interviews via zoom. I used zoom not just because of COVID

difficulties because, it gave me the accessibility to talk to people who live outside the area and

because of its transcript function. All three of my interviews were conducted at night around 7pm

and lasted around 15-20 min each. All of the interviewees were in a room by themselves as was

I. I had interviewed a co-worker and an Aunt from each sides of my family. It didn’t take much

recruiting as they were all happy to help with the project!

I had asked the question what social influences affect your decisions when buying

something? One answer an interviewee gave me that I didn’t expect was. “Whatever is trending”.

The other two answers were similar saying if someone they trust tells them to get it. Which is

more on track for baby boomers because they are more hesitant to make decisions and like to

know they are making a good decision. One of the interviewees new what TikTok was and had

the app. Two of the interviewees had heard of TikTok but didn’t have the app. When asked what

they thought of TikTok all three of them were against making TikToks and none of them knew

or wanted to make their own TikTok videos. The one that had TikTok also, found it very

difficult to navigate and couldn’t figure out how to use all the features.

Overall my interviewees didn’t know a whole lot about TikTok. I did find out one of the

three found the videos entertaining and the other two didn’t really get them or care for them. All
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three of the interviewees had used Facebook but, none of them were on twitter and two of them

use Instagram. They also all thought they were too old for TikTok.

Recommendations

There wasn’t the most recommendations from the interviewees. They majority of the

responses were that it was too hard to operate and that there wasn’t any content tailored to their

generation. One interviewee said “There isn’t many people my age making videos” I believe it

will be very tough for TikTok to get into the baby boomer generation. Boomers are slow to adapt

and if they don’t like something or just don’t want to take the time to learn something completely

new that isn’t for their job they won’t. I believe the boomers that are on TikTok right now is

either to monitor their kid or for their job. TikTok needs to try find a new route to baby boomers.

For example, they need more people in that age demographic to make videos or they need to

make content that boomers want to see. For example, quick news stories. TikTok in my opinion

is also missing out on not trying to reel baby boomers in with their cool how-to videos ranging

from cooking to cool science experiments.

Final Thoughts

TikTok is on the come up that is a fact but will they reach the older generation like

Facebook was able too? TikTok I don’t think will be able to grab as much as the older generation

like Facebook. I think because of the type of platform it is there just isn’t as many people who

know who or want to make video content in that age demographic. Because it’s a new skill that

most baby boomers would have to learn many of them will shy away.
Dryden Dragich
Comm 402
Brand analysis
References
https://backlinko.com/tiktok-users
https://www.npr.org/2019/04/28/717970491/tiktok-explained