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AARP on TikTok

Finalist in Community Management


How do you enhance perceptions of your brand and establish a connection with a generation that has often been overlooked? 

Once dubbed “America’s neglected middle child,” Generation X has quietly aged into AARP’s 50-plus community. Our challenge: How do we capture the attention of Generation X and establish AARP as a destination for them? Our solution: Develop an engaging presence on TikTok with entertaining and relatable content that resonates with Gen Xers and makes them feel seen. Suprise, surprise! 

Our objectives are straightforward: 


AARP’s TikTok account is personality-driven, starring “AARP TikTok guy” Craig and tapping into relatable experiences of aging with a heavy dose of both humor and nostalgia. Putting aside what works for AARP on other social channels and leaning into what makes TikTok unique, we established a brand voice that is witty, a little irreverent, and genuinely Gen X – steeped in ’80s and ’90s culture. 

Our voice on TikTok is: 

And more than on any other social platform, we know that a brand’s personality on TikTok plays a critical role in how they are perceived – and accepted – by the community. Active community management is key to creating authentic connections, building brand affinity, and growing an audience of fans who enthusiastically consume and share our content. 


Our TikTok channel delivers surprise and delight for our audience and measurable success for AARP, and our community management efforts on TikTok have paid off. In 2023, we: 

We're also achieving our goal of enhancing perceptions and building brand affinity among Gen Xers. The proof is in the comments, which show an overwhelmingly positive sentiment as users discover a new, unexpected side of AARP: 


Video for AARP on TikTok

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