Reasons Why the Ageing Population Stands Out on TikTok and the Analysis of Its Commercial Potential

Univeristy of Sheffield, Sheffield S1 4DH, UK

^* Corresponding author: acheng2@sheffield.ac.uk

Abstract

Even in an era of information explosion, many older people still miss out on important information due to technical limitations. But TikTok, a global short video platform, has attracted more and more senior users in recent years through its creative and entertaining content, diverse community interactions, and easyto- use methods. It is even creating senior netizens with millions of followers. These older consumers and content contributors are showing their energy and vitality through TikTok to rewrite the way people expect older people to behave on social media. This paper investigates the accounts of older celebrities on Chinese TikTok platform to understand how older people are expanding their reach by making TikTok videos and how they can engage with the rapidly developing society through this online platform, which is regarded as a virtual playground for teenagers. In addition, this paper also discusses the undervalued commercial potential of an aging society. The data analysis reveals that older people may challenge stereotypes brought about by ageism and conclusions can be drawn that the aging group on TikTok is standing out on the platform because of its positive image and optimistic attitude towards life. Moreover, because of the increased digitalisation and the changing attitudes of older adults, their purchasing power is continuing to grow, and the aging industry is booming.