Engaging Generation X

How do you enhance perceptions of your brand and build a connection with a generation known for its skepticism?
Our challenge: Capture the attention of Generation X and help them see themselves in AARP. To achieve this goal, we’ve built an engaging presence on TikTok and Instagram with entertaining, relatable content that resonates with Gen Xers and makes them feel seen.
THE CONCEPT:
On TikTok, AARP has established a brand voice that is witty, slightly irreverent, and unmistakably Gen X – led by “AARP TikTok Guy” Craig Moorhead. Our presence is unexpected yet authentic, with a relatable persona that has helped build a community that genuinely enjoys connecting with our brand. And developing relationships with other Gen X TikToker lends credibility within a tight-knit community.
On Instagram, we refreshed our strategy to extend this same entertaining, community driven approach. Many of our most popular TikTok series found a second home on Instagram, allowing us to reach new audience segments while maintaining consistency in tone and content.
Active community management is central to our success. We engage quickly, speak the language of each platform, invite audience participation, and regularly interact with other creators’ content. We also lean into major cultural touchstones, showing that AARP is truly tapped in. Examples include a Rex Manning Day tribute for the 20th anniversary of Empire Records, and a Breakfast Club re-enactment marking the 40th anniversary of the movie’s release.
THE RESULTS:
In 2025, our community grew to nearly 900,000 followers and published 300+ videos, including 100 viral posts. Our content generated 161.5M views, 8M engagements, 342,000 shares, and 124,000 comments. We're also achieving our goal of building brand affinity among Gen Xers. The proof is in the comments:
“These videos have made me feel so much better about getting older ... I’m doing it with the coolest group! Pleeeeeease keep these coming!! ????????”
“The AARP social media team is ????. Talk about audience awareness”
“I LOVED THIS. AARP has gotten SO COOL! ????????????❤️”
“If this isn't a way to get me to follow a brand on social media, I don't know what is!"