Why does our business need to post to TikTok?
You still want a TikTok presence, even if your ideal buyers are Gen-X and Boomer owners, for four practical reasons:
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They’re already there – and arriving fast
- 42 % of Gen-X now use TikTok; they are the platform’s fastest-growing age group .
- One in three Boomers is on the app, and once they join they watch 2 h 30 m per day – only 30 min less than Gen-Z .
- Gen-X users are 127 % more likely to watch a TikTok Live before they buy than on any other social platform .
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TikTok is replacing search for everyone
- 40 % of Gen-Z already search TikTok instead of Google, and the behaviour is spilling upward: 18 % of Gen-X say they look for new brands on TikTok (only 11 pts behind Millennials) .
- If your firm isn’t there, you simply don’t exist in that search path.
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Live + “edutainment” closes high-value deals
- TikTok Live is now the #1 live-shopping platform in the U.S., overtaking QVC/HSN .
- The median live-shopping age is 46 – squarely Gen-X – and 31 % of TikTok purchases by all generations start with an educational or demo video .
- Gen-X prefers story-driven, practical content; give them a 2-min “how to cut $8 k of SaaS cost” video and they’ll stay for the pitch .
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Cheap impressions + future-proofing
- CPMs on TikTok are still 30-50 % lower than Facebook for the 35-54 segment.
- Even if today’s decision-maker found you on LinkedIn, tomorrow’s (their 28-year-old VP of Ops) is on TikTok right now. Owning the keyword early prevents your competitor from scooping the next cohort.
Bottom line:
Post value-first, story-based content—tutorials, cost-saving hacks, behind-the-scenes customer installs—using Gen-X creators or your own grey-haired engineers. You’ll speak to the buyers who are already scrolling, and you’ll intercept the ones who will matter in five years.
Ignore the dancing-teens stereotype; TikTok is becoming the discovery engine for every generation that has a problem to solve and a phone in hand.