TikTok, Gen Zers, and Government Bans

Since its initial release in 2016, TikTok has emerged as one of the fastest-growing social media platforms in American history. TikTok is a video-based social media app that rapidly reached 1 billion users. This user base milestone was reached in record time - faster than Facebook, Instagram, or YouTube. In the highly competitive market of social media, TikTok has remained resilient as an emerging leader. In 2021, TikTok was the third most popular social media app in the United States - falling right behind Facebook and Instagram in terms of usage.

While originally launched in China under the brand name “Douyin,” TikTok’s engaging features and unique user experience have garnered it worldwide success. Today, Tiktok reports having over 2 billion downloads across 150 countries. The app’s popularity continues to surge and shows no signs of slowing down anytime soon, despite government bans on the app and increasing concerns about its potential implications on national security.  

TikTok: Gen Z’s Favorite Social Media Platform

Gen Zers make up the majority of TikTok’s user base. This generation of digital natives seeks a social media experience that’s different than that of their parents, and TikTok provides an engaging alternative to more established social media apps, such as Facebook, Instagram, and YouTube. When compared to previous generations, Generation Z is noted to prefer short-form, video content to long-form text or image-based content. TikTok’s unique content offerings provide Gen Z users with high degrees of entertainment value and engagement options. 

Originally, TikTok’s videos were capped at 15 seconds in length; however, video length limits have since been extended to 10 minutes. This expansion in content capabilities is likely to open up additional opportunities for social media-savvy brands and content creators. In a digital world saturated with heavily edited content, TikTok’s unique video-based features and experience supports Gen Zers’ drive for authenticity. 

Learn more: Marketing to Gen Z vs. Millennials

How TikTok is Changing Social Media

In 2022, the average TikTok user spent 95 minutes a day on the app. TikTok provides Gen Zers with a fun digital outlet to express their creativity and individuality, while older social media apps perform other functions in their digital lives. Instagram serves as a photo diary, LinkedIn is utilized to advance careers, and Facebook is the app Gen Zer’s parents and grandparents spend most of their time on. TikTok penetrated a very competitive and saturated social media market by offering a unique online experience to a new generation of social media users. Its content capabilities promote spontaneity and amusement - two aspects of human experience that were limited during the COVID-19 pandemic. Thus, it’s not surprising that TikTok would see its fastest growth years when we were all stuck at home and social distancing. 

However, Generation Z is using TikTok for more than just entertainment. As the app grew in popularity, it saw an increase in quality content. TikTok is now used by a variety of social media users - activists, businesses, celebrities, educators, influencers, and even politicians. According to Google, approximately 40 percent of Gen Zers are turning to social media apps such as TikTok to conduct research. Instead of searching for keywords on traditional search engines, such as Google or Bing, this growing segment of Gen Zers search for user-generated content (UGC) on social media. Gen Zers trust UGC more than corporate-sponsored content or publicity through traditional media outlets. Popular social media apps, such as TikTok, are supporting this generation of social media users with a behind-the-scenes look at what a brand or organization is really like - not just what they claim to be. 

Learn more: 3 Ways User-Generated Content Impacts Organizations

Should Your Organization be on TikTok?

Given that TikTok has emerged as a Gen Z magnet, should organizations maintain a presence on this popular social media app? 

Traditionally, communications and marketing professionals identify which platforms are frequently by target audiences, to determine whether or not organizations should maintain a presence.

TikTok, however, presents a unique conundrum to organizations seeking increased connections with its primarily Gen Z user base: Federal and state government agencies have issued multiple bans on the social media app due to growing concerns about national security. 

If your organization operates in the public sector, TikTok shouldn’t be on your list of social media platform priorities at this time. While the private sector may have much greater latitude in which to operate than government agencies, organizational leaders should evaluate concerns regarding TikTok’s information and national security vulnerabilities. Government agencies and personnel should follow current regulations regarding TikTok usage, even if this means leaving the Gen Z-saturated platform off your media mix for 2023.  

The Future of TikTok

The past few months have seen a reshuffling of social media activity and user behavior. Established social media apps, such as Facebook and Twitter, have seen declines in users and daily activity. Emerging social media apps, like TikTok and BeReal, have experienced immense growth as social media users seek out alternatives to what’s become “traditional” online experiences. Only time will tell if new apps such as TikTok keep a hold on the U.S. market.

The only thing constant about social media is that it’s always changing. Popular social media apps, features, and trends come and go. Organizations that aspire to sustainable success should prioritize the development of a long-term social media strategy, and there’s nothing sustainable about a social media app that presents numerous national security concerns. TikTok isn’t the only social media app that Gen Zers frequent. Responsible social media management means organizations evaluate risks and opportunities that accompany new technology - not just chasing clicks, Likes, and other vanity metrics.

Learn more about Gen Z marketing strategies:

Becker Digital specializes in generational marketing campaigns and digital strategies. We help mission-driven organizations connect with Generation Z on and offline. Our team of experienced consultants specializes in bridging digital divides and engaging diverse audiences. Contact us today to discuss your organization’s mission and goals. 

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