Why is TikTok so appealing to Gen Z?

Just as the times they’ve grown up in have been complex, Gen Z’s digital wants and needs are varied. What can we learn about younger consumers from TikTok? There are plenty of reasons TikTok attracts them, so let’s examine just why it ticks their boxes.

1. TikTok is personalised

TikTok has a discovery feed customised to each individual user. The “For You Page” or FYP delivers curated content upon entering the app. The TikTok algorithm tracks watch-through rates, likes, comments and shares to work out what will interest the user most. That personalisation resonates with Gen Z.

A study showed that 41% of Gen Z would provide their data for a personalised experience. That’s a mighty number when you think about the rising reluctance to hand out information online.

Gen Z is much more likely to engage when you’ve taken their wants, needs, and desires into consideration. Gen Z TikTok users know that the more content they consume, the more tailored – and better – their experience will be.

2. TikTok is video-first

The constant stream of short-form videos on TikTok helped it differentiate from other social platforms. It’s this catchy, video-first identity that makes the app unique.

Other social media platforms have adapted to compete. Instagram introduced Reels, Youtube introduced Youtube Shorts, Facebook integrated the “watch” feed, and Snapchat’s “remix” feature is similar to TikTok’s “duet”. But TikTok holds the crown for video-first visuals. Its offering is neatly centred on this.

Gen Z is the most likely age group to watch videos on social media. Now, Gen Z watches over 7.2 hours of videos daily, so TikTok is the place to capture their attention.

3. TikTok feels good

One of the defining elements of TikTok is its ability to make its users feel good. 31% of Gen Z TikTok users include “lifting my spirits” as one of the top three reasons for returning to it.

Our own research shows that 76% of Gen Z said the purpose of TikTok is for ‘comedy and humour’. That desire for fun is meaningful and has helped them traverse some difficult times. 72% of Gen Zers said coronavirus memes made them feel “capable of getting through” the pandemic.

This desire for fun hasn’t dropped.

TikTok influencers play a large role in entertaining Gen Z. They can do it at superspeed. Their followers feel instantly good. When you consider how crowded older social apps are, TikTok’s positivity presents a clear opportunity to stand out for all the right reasons.

4. TikTok is trusted

Gen Z may have grown tired of heavily edited, unrealistic social media images. But TikTok is different. 64% of users say they can be their true selves on the platform, while 56% of Gen Z TikTok users say they can post videos they wouldn’t post elsewhere – because of the platform’s less synthetic feel.

This is game-changing news for Gen Z, and it’s no wonder they love it.

We are talking about the next generation of trendsetters. They look for truth and gravitate towards real stories. Since TikTok is predominantly video-based, it’s more important than ever to be authentic instead of hiding behind highly edited ads or unattainable aesthetics.