Growing a Targeted TikTok Audience From Scratch

In April, I launched a TikTok account for Support for Aging.

By December, we reached our target audience, gained 6,000 engagment on the top performing post, and are followed by a member of @oldgays, a prominent influencer in the aging community.

And we’re just getting started.

@support.for.aging Vascular dementia is one type of dementia, and the signs can be easy to miss. Here’s a simple walkthrough of what to look for. If you or your loved ones are experiencing symptoms of vascular dementia, please reach out to your primary care physician to start getting support. For more support and easy-to-use resources, click the link in bio. Music by Dan Bailey 🎵 #dementia #aging #caregiver #carepartner ♬ original sound - Support for Aging

Target Audience Reached

Our goal was to launch and grow a TikTok account from scratch to attract a niche audience of older adults and caregivers, focusing on quality engagement over follower count.

The top age groups that follow Support for Aging are over 35, which is the age group of our target audience.

There is a 2.71% profile visit rate from reach, signaling meaningful interest.

Strategy

The TikTok account was started from scratch, so I tested a variety of content formats and posting approaches. Guided by my UX and Psychology background, I conducted interviews with caregivers and older adults to understand what resonates. Each post applied UX best practices and insights from qualitative research to ensure content was both engaging and meaningful.

Lessons Learned

UX + Psychology = Great Social Media Content.

To all the hiring managers out there- consider hiring UX/Psychology people to do social content! You won’t be disappointed.

Future Plans

To increase engagement and solidify the niche, loyal follower base, I will include UGC and vlog-style videos of real people’s experiences with aging and caregiving.