Back in January 2020, I wrote an article detailing why TikTok matters for travel brands, now this was before the pandemic and the meteoric rise in popularity we have all witnessed with this social platform.

Yet, even today, I am baffled to see how many organizations are still on the fence about having a presence or not on what is wrongfully perceived a “social media for teens only”.

3 STATS THAT SHOULD MAKE YOU GO HMMM…

Before I answer the question raised in the title, allow me to share three key stats that should make any travel marketer think hard about the opportunities with TikTok.

TikTok Users by Age. Source: Statista, 2021

1/ 53% of TikTok users are over 30 year-old

Nobody is denying that TikTok was at first hugely popular with teens and tweens, which remain their userbase that spends the most time on the platform. In fact, children aged 6-15 spend on average 75 minutes per day on TikTok! Yikes!

But… there was a pandemic, remember? During confinement, many parents discovered TikTok through their kids, friends and relatives. So much so that users aged 30-49 were the fastest growing segment for TikTok in 2021. And today, 53% of its total userbase is now aged 30+. That’s right, more than half!

Thus, the content as well tends to be much more varied than it once was. It’s no longer just about dance choreography or pranks, as there are tutorials, food hacks and a wide array of topics and community developing within the platform.

2/ Average users spend 38 minutes per day on TikTok

Because of its effective – some would say addictive – algorithm and “For You Page”, TikTok is in a category of its own when it comes to delivering content its users want to see.

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