Until recently, TikTok was perceived as a youth platform – fast, loud and targeted at the Gen Z audience. But reality is changing fast. TikTok is increasingly becoming part of everyday life for older people, including seniors.
This is confirmed by a recent bachelor’s research by Renalds Beļaks, a graduate of Riga Stradiņš University, which analyses how retired people in Latvia use TikTok, why they do it and what the platform offers them. The findings of the study are relevant not only in an academic context, but also for anyone working with digital communication, social media and content strategy.
Why do seniors join TikTok?
The study interviewed a number of retired men and women who use TikTok regularly. Their stories show that the motivation to use the platform goes far beyond simple entertainment.
- Social factor as the main cause
Many seniors first get to know TikTok through family members or friends. Once the app is installed and mastered, it’s the content that can be shared – video greetings, humour, everyday moments that keep you connected to your loved ones – that becomes most important.
- Reducing loneliness
Several participants in the study found that TikTok helps to fill up their daily routine and creates a sense of emotional presence, especially for those who live alone. Watching and sending videos becomes a way to feel involved.
- Digital confidence grows with time
Although many needed help at the beginning, seniors are learning the platform on their own. This gives satisfaction, a sense of independence and confidence that digital skills are not age-dependent. One participant humorously admitted that he had “jumped on the TikTok hook”, but also stressed that the platform helps to combat loneliness, provides entertainment and useful information.
More than entertainment – real social value
TikTok seniors are not passive spectators. They:
- send videos to each other;
- shares their greetings;
- exchange tips;
- learn from each other.
The platform becomes a place to maintain relationships, share interests (e.g. gardening, health, hobbies) and feel socially connected. It breaks the perception that older people are not interested in or able to participate fully in the digital environment.
Risk side – digital literacy is still essential
The study also highlights an important point: as usage increases, seniors are increasingly exposed to content influenced by algorithms. This means that valuable and inspiring content can appear alongside misleading information. Seniors themselves admitted that it is not always easy to distinguish between true and false information. This underlines the need to talk about media literacy at all ages, not just among young people.
What does this mean for brands and communication professionals?
This study provides a number of important insights:
- Demographics on social networks are changing fast
TikTok is no longer just a platform for young people. More and more seniors are getting involved in a meaningful way.
- Social connection is the strongest motivator
Content that helps relationships and human contact works for all age groups.
- Responsible communication is becoming increasingly important
Brands and content creators need to think not only about reach, but also about credibility and clarity.
- Inclusive design and language widens audiences
Simple, understandable content helps reach a wider audience.
Finally
This Latvian study reminds us of an important truth: the digital environment does not reflect age, but needs, motivations and the desire to be connected to others. Meaningful engagement in social networks is possible at any stage of life. For brands and communication professionals, this means one thing: a diverse audience is not a challenge, but an opportunity.
SPREDD works daily with video and social media content based on real audience behaviour rather than assumptions.
We believe in content that:
- is easy to understand;
- builds trust;
- and speak the language of the people – not just the language of “marketing”.
If your brand also wants to create content that works for the long term and reaches more than one generation, we can help. Email us: info@spredd.eu
Reference to the original article:
LSM.lv – “Vecumdienas uz «TikTok» adatas? RSU absolvents pēta senioru attiecības ar šo lietotni”