Here’s the prediction for you. This year, older demographics will continue to flock to TikTok and start buying things there in droves. Alex Bodini from social agency Spin explains the opportunity.
No matter how you look at it, it’s an astonishing amount. This tells us in the most concise way possible that a huge number of people are being driven to action by what they see on his TikTok. That means social commerce has finally landed and is changing the way we consume and behave online.
Social Shopping: A Mature Market?
Let’s zoom out a little bit. Wasn’t it yesterday when no one was taking TikTok seriously? This time last year, many forecasters believed that TikTok was facing an existential threat in the form of US regulation. While that seems to have disappeared, we are now seeing two major (but largely unnoticed) trends that are shaking the very foundations of marketing.
First, “boomers” are on TikTok and just like everyone else, they’re hooked on it. According to GWI, the number of boomers using TikTok has increased by 57% since 2021. They have more purchasing power than other generations and have felt chronically underserved for years.
But TikTok now truly has content for everyone. If you thought the algorithm was working to serve you personalized content on Instagram, wait to see what the TikTok algorithm can do for you. Find a great blend of content, inspiration, and laughter that you never needed before. If you still think TikTok is just teenage girls recreating choreographed routines, think again.
Second (albeit whispered), marketers are now realizing that TikTok Shops are the latest “golden age” of commercial opportunity, the first since Facebook ads in 2016/2017. Almost every message board I visit now has at least one person who is dumbfounded by the impact on TikTok Shop sales. Moments like these are fleeting, and the impact will spread and fade over time, but for now, it’s become a cult food as more TikTok shops spring up around the world.
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OK, boomer
I could write a book about the other virtues of TikTok Shop, but here’s the TL;DR version. TikTok is pushing this hard, and when the platform promotes something, it tends to work. The checkout process is very smooth. This platform, like Amazon, focuses on delivery and trust. And it has a huge affiliate network built in (anyone can promote most products).
Most importantly, people love shopping there.
Looking ahead, my prediction is clear. The growing number of baby boomers joining TikTok this year will bring more than just a casual browser. This is a demographic that will be attracted to the platform’s engaging shopping experience and become active shoppers. This pivotal shift will not only change their shopping habits, but also signal a broader transformation in the social commerce landscape.
With TikTok’s transition to the boomer generation, social media as a whole is poised for change. Industry giants like Meta, Snap, and Google are currently facing significant challenges to adapt and innovate. In an era where TikTok successfully taps into a wide range of demographics, from Gen It’s about creating. Platforms that excel in this space are poised to redefine (and potentially lead) the digital marketing domain.
