TikTok is the fastest-growing app for Boomers while Facebook remains most used

Celeste Huang

An overview of Baby Boomers’ social media habits.

While Facebook remains the most popular app, the number of Baby Boomers who regularly use TikTok (+57%), Snapchat, and Instagram is growing, according to GWI. 

Data revealed that growing engagement with video-based content has fuelled a change in social media usage among older consumers. They’ve also become more interested in commercial content. In the US, Boomers saying that “following influencers is a top reason for using social platforms” has grown 22% since Q2 2021. In the UK, those who use social media to follow brands for updates and content has grown by 20%in the last two...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands