AARP TikTok Channel

How do you enhance perceptions of your brand and establish a connection with a generation that has often been overlooked? To effectively reach Generation X – once dubbed “America’s neglected middle child” – AARP has developed a TikTok presence that resonates with Gen Xers and makes them feel seen.

With a personality-driven account that taps into relatable experiences of aging and offers heavy doses of humor and nostalgia, our presence on the platform genuinely surprises viewers and has sparked a seismic shift in the way Gen X sees AARP.

Our brand voice is witty, a little irreverent, and genuinely Gen X. It’s unexpected, authentic and engaging, allowing us to build credibility within a tight-knit community of Gen X TikTokers who truly enjoy connecting with AARP. Our content strategy embraces TikTok’s authentic style, leveraging trends and meeting our audience where they are. And our active approach to community engagement helps to create connections and grow an engaged audience of fans who enthusiastically consume and share our content.

In 2023, we grew our community to nearly 350,000 followers and posted 80+ videos that generated 50M views, 1.1M likes, 35.7K comments and 75K shares. We're also achieving our goal of enhancing perceptions of our brand among Gen Xers. The proof is in the comments:

“Now the AARP TikTok is my Roman Empire”
“WE ARE IN OUR AARP ERA YALL”
“I’m so mad that these are so entertaining that I now have to follow @aarp!”
“These videos have made me feel so much better about getting older ... Pleeeeeease keep these coming!!”
“Do you want me to follow the AARP at 44? Because this is how you make that happen”
“If this isn’t a way to get me to follow a company on social media, I don’t know what is”
“If AARP is the only one who really sees Gen X … I’m here for it”
“I’ve been bamboozled!! How is @aarp this cool?!?!?”