By now, we’ve seen this pattern play out—time and time again.
A new tech innovation or device enters the scene, often with hype and flourish. And the questions begin: Is it just a fad or could it be “the next big thing?” One of the ways we make this determination is through our “leading cultural indicator”—teens. As wizened trendspotters know, when seemingly every teenager is addicted to it, and while older generations laugh about it or pooh-pooh it, there’s probably something going on.
And then slowly but surely, this new thing starts making its way up the generations, as older consumers discover its value and its application to their lives and their businesses. We’ve seen this phenomenon repeat itself with so many tech debuts these past two decades or so. Facebook, iPhones, Venmo, Skype, AI—they all started out with heavy youth appeal, dismissed by their elders, but eventually becoming mass appeal technology.
In some cases like Facebook, vast legions of mature users have all but chased away the generation that originally adopted that “social network.” These days, it’s more likely your Aunt Marge is scrolling Facebook than your teenage son or daughter.
In the case of video communications, platforms like Zoom and Teams have replaced Skype but the technology is the same, becoming mandatory technology in both our professional and personal worlds. Like so many other tech innovations, they started with youth, eventually working their way to more mature users.
But when we think of platforms and devices that are truly in the realm of youth, there is no better example than TikTok. Leaving the Chinese ownership kerfuffle on the sidelines for a moment, TikTok has served as the youth sensation for several years running, blowing up during the pandemic. All the while, the platform has emerged as addictive on the one hand, while effective for new music discovery and selling billions of dollars of products via its talented influencers on the other.
Its impact on virtually all the other social media brands hasn’t just been notable—it’s been amazing. TikTok has pioneered the art of the short-form video—”snackables” as they often called—forcing its legacy competitors to launch their own versions. I would suggest radio companies are in the same boat, whether they know it or not. A morning show without a shortform video component is missing out on opportunities to tell stories in different and more meaningful ways. My Memorial Day message talked about the importance of radio broadcasters not losing sight of their core missions—to entertain, to inform, and to inspire. Short-form videos not only facilitate these goals, but often help make them come alive.
And lest we don’t forget about the exploding popularity of this medium throughout the country and of course, the world. But even when we’re looking at the core radio audience, well-represented in our annual Techsurveys, they not only watch these brief videos, they embrace them:
Sadly, 2025 is the first year we included this question, and already more than four in ten respondents tell us they watch short videos at least daily. And a look at generations reveals the youthful enthusiasm for this video genre I discussed earlier. But notably, nearly one in three Boomers say they’ve made these bite-sized videos a part of their daily regimens. Expect that percentage to keep growing.
One final note: the social media scorecard (bottom right) aptly showing our regular TikTok users leading the pack for embracing this highly addicted video format. Keep in mind the average Techsurvey respondent is now an out-of-demo 58 years-old. Imagine what these numbers look like in a research study among a more representative population.
Yet, most radio stations aren’t even investigating the appeal of short-form video in the perceptual research they’re still conducting, as if they’re outside the parameters broadcasters should be inquiring about. Back in the COVID days, I put together a montage of TikTok videos for a morning show we were advising. The idea was to illustrate the breadth and scope of content creation for this fast-growing medium. It fell on deaf ears, and to date, the show has only dabbled in creating these brief video stories. Fortunately, the opportunity for radio broadcasters is still there.
That’s evidenced in a commentary published last week in MediaPost’s “The Marketing Insider” publication. Written by Todd Sommers, “The Silver Tsunami Shaping TikTok’s Future” highlights the platform’s 55+ strategy.
You read that right. While radio broadcasters continue to dismiss this deep-pocketed audience as “too old,” “unsellable,” or my favorite, “out of demo,” TikTok is embracing their older users.
Consider that 55+ TikTok users now comprise an impressive 14% of the platform’s “cume”—an increase of 9% since I sent that video to our morning show client.
Sommers notes how “silver” content creators have gotten into the spirit of TikTok, adding creativity, humor, and authenticity. As he points out, most brands with a successful track record among adult users also exude trust, an important component, especially in the social space.
He also points out the value of comments, “the real gold” as he refers to the conversation and community triggered by a well-produced video that meets the moment.
Sommers and I both emphasize the imperative of this moment. He calls TikTok’s “Silver Tsunami” an important “next chapter” for the platform and for those of us in the business of talking and marketing to adults of a certain age.
As Sommers reminds us, it’s an initiative “brands can’t afford to ignore.” And yet, most radio companies are woefully behind another important curve. Even broadcast radio talent hasn’t truly considered how and why so many media brands are doubling—and tripling—down on short-form video.
A look at last year’s AQ6 survey revealed the hierarchy of skills American air talent working in commercial radio listed as most essential. Only about one in four (26%) told us shooting and editing video was a very important task for them to learn. Even worse, only one in ten (10%) acknowledge creating TikTok video specifically as valuable to their careers and their employers.
Note the ability to voicetrack a show is rated much higher as a key asset. We later asked our talent respondents to self-rate their abilities in all these areas to get a sense of their proficiency. Only one in five (20%) say their video production skills are “excellent.” Predictably, only 13% say a strong suit is their ability to produce content for TikTok.
It’s hard not to view all of this as yet another disconnect for broadcast radio, an inability to “read the room,” or as you hear me say again and again “to meet the audience where they are.” The media world innovates and expands while too many radio operators remain mired in the traditions of their pasts.
The good news is that brands that cater to the “silver” set are experimenting with TikTok. Over time, they will likely figure it out. The New York Times is a great example of a legacy brand with aging audience experimenting on TikTok. Some of their story coverage or behind-the-scenes info is a part of their TikTok feed. But they are also using the platform to support their featured recipes on their massively successful “Cooking” vertical. It is amazing how you can use less than a minute to illustrate how a dish can be made—something you can’t show in print or hear on the radio:
@nytcooking The chicken that might put a ring on it 💍 Audio by Christina Morales Recipe by Naz Deravian #foodtok #marrymechicken #chickenrecipes ♬ Moonlight and Rain – Kalaido
Closer to home, fellow Detroit metro radio consultant, Gary Berkowitz, has been posting videos on TikTok, cleverly explaining how he approaches his job and interacts with his clients. Gary is getting the rhythm of it, and the videos are interesting (at least to me).
@garyberk #broadcasting #radio #programming ♬ original sound – Gary Berkowitz
TikTok is another example of how radio broadcasters can participate in an emerging space. As radio’s core audience enjoys this medium, both sales and programming strategists have an opportunity to make this technology work on their brands. Short-form video has been around for a long time, but now TikTok is showing us how it can successfully surprise, delight, market, and brand.
The upsides are numerous. Here’s a 6-pack:
- There’s no entry fee – That is, it costs nothing to experiment on the platform, so why not set up shop. You’re just an iPhone and some basic tools away from posting your own videos.
- You’ll meet new people – That is, potential new listeners who might turn into fans. And chances are very good they’ll be younger than the people you’re reaching now.
- You can get personal – That is, one of your people staring at the viewer is “connective.” If they’re good at it, it can be engaging. You can make your point and tell your story in less than 60-seconds.
- You’ll get feedback – As you read above, the comments can be gold, and they’ll likely have more substance (and entertainment value) than what you’re getting now on other platforms.
- It’s good for the whole family – That is, whether you’re a commercial, public, or a Christian station, a presence on TikTok is additive to your station, allowing you to give it voice, put a face to it, and show off your relatability and creativity.
- You’ll help your advertisers – That is, whether it’s product placement or the chance to become an influencer in your own right, TikTok can help you become a better and more effective marketer. And because TikTok success isn’t ratings-dependent, you can grow listening and revenue based on your ability and skill in the space.
Those stereotypes that TikTok is all about high schoolers is a myth that’s been fading since the pandemic eased. The “Silver Tsunami” is an easy pop culture sign post to spot. There’s a reason why every other social platform has become more “TikTok-like.”
The TikTok train is moving. Ignore it at your own peril.
Originally published by Jacobs Media
