What Does Millennial TikTok Look Like?
If there’s one thing we learned in 2020, it’s that TikTok is for everyone!
Fresh faces are popping up every day, teaching us self-care tips, the latest dance moves, or simply, putting a big smile on our faces during this year of crazy ups-and-downs. While TikTok first gained popularity among Gen Z, according to recent user data from October 2020, millennials now make up a whopping 46% of TikTok’s U.S. user base! As TikTok continues to age up, brands across the board are starting to broaden their approach to marketing on TikTok, and Movers+Shakers is here to help you understand what “millennial TikTok” currently looks like.
Below are a few generation-defining millennial creators:
Salice Rose
We could all use a good laugh here and there, and Salice’s TikTok channel is sure to deliver. Salice sits at the border of millennials and Gen Z which allows her content to not only reach a wide audience but engage and excite users across generations (proven by her extensive following count of 16M+ users).
Derek Hough
Regardless of where you are and what you’re doing, Derek’s TikToks are sure to give you the dancing bug! Derek is one of the most engaging millennial creators on the platform. He not only participates in popular trends that all age groups are sure to understand, but also collaborates with other TikTok stars such as Addison Rae and Twitch to model dances that will make you want to get up and try it for yourself. He’s partnered with the likes of GoPro and We Win Together US. Check out his latest brand collaboration with @nurishbynaturemade (brought to you by Movers+Shakers)!
Nabela Noor
Peaceful moments are very few and far between in 2020, but Nabela Noor makes it a priority to share as many as possible through her “pockets of peace” series on TikTok. Her mission is to focus on the light amidst the chaos and share the moments of tranquility she experiences in her day to day life, inspiring her 4M+ followers to follow suit.
Many brands on TikTok specifically cater to Gen Z, however a few have millennials front of mind. Here are some of our top picks of brands that speak to Gen Y:
Washington Post
Millennials ranked the Washington Post as their third most trusted news source (falling right behind New York Times and Wall Street Journal), and if you check out @washingtonpost on TikTok, you’ll quickly understand why. The Washington Post brings the news to life by meme-ifying current events for all age groups to process and understand. Who knew the news could be so entertaining!
Gymshark
Forgot to exercise today? Gymshark has your back. Rather than posting fashion tips and outfit inspiration like its competitors, Gymshark has created a community of gym aficionados that bring at-home workouts straight to your phone screen. From mindful stretching techniques to quick-yet-effective ab workouts, Gymshark is making gym memberships a thing of the past and millennials are loving it.
TikTok is for everyone and the share of millennials on TikTok is growing by the day. If your brand targets this age group, TikTok is a platform that you should consider adding to your marketing mix.
Check out our #DecadesOfHair challenge for Paul Mitchell to see a successful TikTok campaign that utilized millennial influencers and reached a wide audience!
