AARP TikTok Channel

To effectively reach and engage Generation X – a generation that has often been overlooked – AARP cultivated a TikTok presence that makes them feel seen. Our goal is simple: establish a connection with Gen-Xers through entertaining, relatable content that resonates with their life experiences and enhances their perceptions of AARP.

With a brand voice that is witty, irreverent, and genuinely Gen X, our personality-driven account offers heavy doses of humor and nostalgia and taps into relatable experiences of aging. Our approach is unexpected, authentic and engaging, which has allowed us to build credibility within a tight-knit community of Gen X TikTokers who truly enjoy connecting with AARP. This community thrives on shared memories and life experiences, and a mutual understanding of who Gen Xers are today. Our content strategy reflects that, embracing TikTok’s authentic style to meet our audience where they are. And our active community engagement strategy helps create connections with a growing community of fans who enthusiastically consume and share our content.

Our presence on TikTok has broken new ground for AARP, building a highly engaged community of Gen Xers (and elder Millennials) that grew to 500,000 followers last year. In 2024, we posted nearly 100 videos that generated 90M views, 1.4M likes, 70K comments and 100K shares. We also expanded efforts to collaborate with some of the top Gen X content creators, featuring 10 creators across 7 videos that generated nearly 8M views and 231K engagements. These projects allowed us to feature unique voices and perspectives on our channel and reach new audiences who are now part of our TikTok community.

Importantly, we're achieving our goal of enhancing perceptions of the AARP brand among Gen-Xers. The proof is in the comments:

"This is the best way to ease me into accepting an AARP membership"
"Have mercy this is such a great perspective of aarp"
"AARP is the best! They SEE US. SEE. US."
"When you finally realize aarp gets you"
"WE ARE IN OUR AARP ERA YALL"
"Gen X is missing out if they don’t follow this account!"