More than just Tok: Gen Z's Activism on TikTok

Overview

• TikTok, once known for viral dances, is now a platform for political activism, particularly among Gen Z.
• Concerns exist over whether this activism results in real actions or is merely performative.

TikTok and Gen Z's Political Engagement

• 26% of TikTok users attended a Black Lives Matter (BLM) protest compared to 13% of non-users.
• Gen Z considers political issues like climate change, gun violence, and LGBTQ+ rights as existential identity questions.
• TikTok has become a medium for Gen Z to express political views and stay informed about current events.

Reach3 Insights Study

• Conducted in July 2020 with 495 participants, primarily from Gen Z.
• Utilized a mobile messaging-based approach to gather quantitative and qualitative data.

Key Findings from the Study

Gen Z's Political Involvement

• COVID-19 and Black Lives Matter are important issues for Gen Z.
• 69% of Gen Z discuss social issues with family/friends, compared to 41% of older generations.

TikTok as a Political Catalyst

• 98% of 13-24 year olds have seen TikTok content; 62% are active users.
• 57% of Gen Z use TikTok to stay updated on news.
• TikTok has relaxed restrictions on political content, allowing for more political engagement.

Real-World Impact of TikTok Activism

• 77% of users learned about social justice and politics through TikTok.
• 94% believe TikTok has facilitated action for the BLM movement.
• Post-TikTok engagement: 54% discussed issues with others, 44% signed petitions, 32% sought further education.

Case Study: Trump's Tulsa Rally

• TikTok users, alongside K-pop fans, influenced attendance numbers at Trump's rally.
• This event highlighted the collective power of Gen Z in digital activism.

Conclusion

• TikTok is a powerful tool for Gen Z to voice political opinions and organize for change.
• Despite criticisms, TikTok plays a key role in Gen Z's political landscape, encouraging discourse and collective action.

Additional Information

• More in-depth analyses will be shared by Reach3 Insights in upcoming weeks.
• For further questions, contact Reach3 Insights.