Why Hispanic Boomers and Millennials Love TikTok

 Discover the cultural connection driving TikTok's Hispanic user base.

Photo by visuals on Unsplash

Jessica Martinez, a 52-year-old first-generation Hispanic American, has never been one to get caught up in the latest tech fads. To her, social media once seemed like a hollow chamber—a booming of oversharing and endless scrolling. Yet, despite this, she now finds herself spending her evenings swiping through TikTok videos, laughing at quirky dances, and soaking in short, heartfelt stories from people who look and sound just like her. In this unexpected turn of events, Jessica represents a demographic shift—one where Hispanic Millennials and Baby Boomers alike have embraced TikTok with open arms, cementing it as more than just a Gen Z phenomenon.

The conversation around banning TikTok feels redundant at this point. The idea lingers in the political ether but seems more like political theater than a serious possibility. After all, the app has become a cornerstone of digital life for millions, and its allure, especially among Hispanic users, has woven itself too deeply into the fabric of daily routines. 

While many have speculated that TikTok’s days might be numbered due to national security concerns, the reality is this: a ban is unlikely. The platform’s cultural and commercial significance has made it indispensable, particularly among minority communities, with Hispanics leading the charge.

To understand the reasons behind this trend, one must first acknowledge the unique position that Hispanic Americans, particularly Millennials and Baby Boomers, occupy in the social media landscape. Unlike younger generations who have grown up bathed in the glow of smartphones, these older groups navigated an analog world before stepping into the digital age. 

Yet, when it comes to TikTok, they are anything but digital laggards. In fact, 48% of Latinos are daily TikTok users, outpacing the general market's 36%. This discrepancy isn't just a statistical footnote—it's a testament to how deeply TikTok resonates with Hispanic culture, identity, and lived experience.

What, then, draws Jessica and millions like her to this app? Is it the short, addictive nature of the content? The ability to stay connected with family members across borders? Or perhaps, TikTok has tapped into something much deeper: the desire for representation, cultural expression, and linguistic fluidity.

At the heart of TikTok’s success with the Hispanic community lies its role as a discovery platform. It's not just a place to kill time; it’s a gateway to new ideas, trends, and brands. Nearly 20% of Latinos say they go to TikTok to "discover new brands"—a figure almost double that of the broader population. This isn't a trivial detail. 

For a community that has often been marginalized or overlooked by traditional media, TikTok offers a space where brands can meet Hispanic consumers on their terms, speaking their language—both literally and figuratively.

TikTok's seamless blending of English and Spanish—what some might call Spanglish—has also played a critical role in its popularity. For Jessica, switching between English at work and Spanish at home is second nature. On TikTok, she doesn't have to choose between the two; the platform fluidly adapts to her linguistic reality. This isn't just about language—it’s about identity. 

TikTok allows Hispanic users to navigate both worlds, reflecting their complex, bicultural lives without forcing them into one box or the other. Language fluidity on TikTok isn't just convenient; it's validating. It tells Hispanic users that their bilingualism isn't a barrier—it's a strength.

Yet language is only one part of the equation. Music has always been a central thread in Hispanic culture, and TikTok's music-centric format strikes a chord with users of all ages. For Hispanic Millennials and Baby Boomers, this connection to music isn't just nostalgic; it's a cultural constant. The sounds of reggaeton, salsa, or ranchera don't just evoke memories—they bridge generations. 

TikTok allows these users to share and celebrate their love for music in a way that feels both modern and familiar. In a world that often fractures families along generational lines, TikTok offers a rare opportunity for cross-generational connection. 

And then there's the storytelling. TikTok's short-form video format provides an open stage for anyone with a smartphone, inviting users to share their lives, their stories, their struggles, and their celebrations. Hispanic culture has always prized storytelling, whether it's through oral traditions or family gatherings around the dinner table. On TikTok, this tradition lives on, albeit in a digital form. 

The emphasis on user-generated content is a particular draw for Hispanics, who see it as an opportunity to contribute their narratives to a broader audience. In an industry dominated by polished, scripted content, TikTok's raw, unfiltered nature feels like a breath of fresh air. Here, Jessica can find stories that mirror her own experiences as a Hispanic woman in America. She sees people like her—people who speak her language, who share her culture—telling their stories in a way that feels real, unpretentious, and personal.

But what about the platform’s age demographics? While TikTok is often pigeonholed as the playground of Gen Z, the reality is more complex. Yes, 52.7% of the app's adult users fall between 18 and 34, but the remaining 47.3% are 35 and older, encompassing Millennials and Baby Boomers like Jessica. These older users are not simply passive viewers—they are active participants in a community that values authenticity over polish. It’s here, in this digital space, where older Hispanics find themselves not only engaging with content but also creating it. 

There’s an irony here, of course. TikTok, the app that was initially dismissed as a fleeting trend or the latest digital distraction, has become a vital tool for cultural connection, particularly for older Hispanics. What was once perceived as shallow is now a lifeline—a way to bridge the gap between generations, languages, and borders. 

In a sense, TikTok has achieved what many other social platforms have failed to do: it has created a digital space that feels inclusive, where people like Jessica—who might have been sidelined by the flashy tech world—feel empowered, not alienated. This is the paradox of TikTok. It is at once a platform that revels in brevity and a space for deep, meaningful connection. It’s a place where fleeting trends coexist with enduring traditions, where the ephemeral meets the eternal. 

As much as some policymakers might dream of pulling the plug on TikTok, the truth is, it’s too deeply entrenched in modern life to disappear overnight. And for Hispanic users, it has become more than just an app; it’s a cultural hub. With nearly 20% of the platform's unique visitors being Hispanic adults, TikTok has, in many ways, become the go-to digital space for the Hispanic community. It’s where they find entertainment, discover brands, and connect with family and friends across continents. 

In a world increasingly divided by politics and technology, TikTok serves as a reminder that digital platforms, despite their flaws, can foster connection and cultural expression in ways we didn’t anticipate. For Hispanics, particularly Millennials and Baby Boomers, the platform offers something that goes beyond viral dances and catchy soundbites. It offers a sense of belonging, of being seen and heard in a digital world that often overlooks them. 

So, as the debate over TikTok’s future continues to swirl, one thing is clear: for millions of Hispanic users, TikTok is more than just an app. It’s a reflection of their identity, their culture, and their place in the digital age. It’s unlikely that a ban on TikTok will come to pass, and even if it did, it would be too late. The platform’s impact, particularly on the Hispanic community, is already indelible, a testament to the ways in which digital spaces can transform, connect, and empower—even when we least expect it.