What TikTok’s Gen Z Stat Really Means for Senior Living Marketers

A headline like “43% of Gen Z now gets their news from TikTok” makes waves. But if your audience includes older adults—or the adult children guiding their care decisions—the real insight isn’t about TikTok.

It’s about video.

More specifically, it's about video as the most effective and trusted format for delivering information across generations. And it’s about streaming—how older audiences have embraced this once-new format in a way that now feels familiar and safe.

This isn’t a trend. It’s a shift. And senior living marketers should take notice.

The Signal Isn’t the Platform. It’s the Format. Video

TikTok is simply where Gen Z consumes video. Older adults may not scroll, but they certainly watch. They’ve adopted video through more comfortable channels:

• YouTube
• Facebook video
• Smart TVs
• Streaming news clips
• On-demand programs

For marketers, the takeaway is clear: video has become a universally accessible and trust-building tool.

Streaming Did What Social Media Couldn’t

Where social media can feel intimidating, streaming feels like home. Watching a video on YouTube or through a smart TV feels less like engaging with tech, and more like watching the evening news.

There’s no pressure to post, comment, or share. Just a calm, familiar experience that makes space for understanding.

This is why streaming bridges the gap between Gen Z and Boomer behavior.

• Gen Z scrolls video.
• Older adults watch video.

Same medium, different posture, and that’s a powerful cue for how we design content.

Why Video Resonates with Older Adults and Their Families

1. Video reduces complexity.
   Navigating care decisions for yourself or a loved one is rarely simple. Video makes it easier to explain services, showcase community life, and answer emotional questions visually and compassionately.
2. Video builds trust faster.
   Trust is currency in senior living. Seeing a real person explain options clearly and calmly is often more effective than any brochure. Video shows tone, body language, and real-life context, elements that create immediate connection.
3. Video feels familiar, not trendy.
   Boomers grew up with TV as their primary information source. Video isn’t “new” to them, it’s evolved. And that’s why you don’t need flashy TikTok-style editing.
   
   What works better is:
   
   - Clear structure
   - Steady pacing
   - A warm, professional presence
   - A tone that educates, not performs

A Strategic Shift for Content Marketers

So the conversation doesn’t need to be, “Should we be on TikTok?”

It should be, “How are we using video to guide and support families through one of the most emotional decision journeys of their lives?”

Video is no longer optional. It’s the native language of trust.

That makes it one of your most important content investments, not a social media experiment.

What This Means for Your Video Strategy

For older adults (75+):

• Mid- to long-form videos on YouTube
• Calm, TV-style presentations
• Familiar visuals (real residents, real spaces)
• Clear, paced explanations

For adult children (50–70):

• Shorter educational clips embedded in emails or websites
• Facebook videos for rediscovery and reinforcement
• Shareable, practical content that supports care decisions

The key isn’t creating different messages for each audience. It’s building one strong video asset and adapting it across the right platforms and formats.

The Takeaway

TikTok’s Gen Z stat tells us where video is headed. But older audiences show us how it needs to feel.

For senior living brands, this isn’t about chasing trends. It’s about meeting your audience with the format they trust—delivered in the tone they need.

The communities who embrace video as a tool for education, empathy, and clarity will lead the way. Not just in visibility, but in the trust and confidence that move families to say: “This feels right.”

And also remember, if older adults and their children are streaming, that's a pretty good bet on where to advertise.

Ready to Add Video to Your Content Stack?

If you're not yet using video, or if your current efforts feel scattered, we can help. At Authority Agent, we build smart, scalable content strategies that include video without the high price tag.

Whether it’s a single explainer, a resident spotlight, or a full streaming-style series, we’ll help you bring your message to life in a way that builds trust and drives action.

Let’s talk about what video could do for your community. Contact us to get started.