7 Reasons why Gen Z engagement on TikTok is so high (2024)

When it comes to the popularity and reach of TikTok, clearly it has taken the world by storm. With over a billion active users worldwide, it has become one of the most widely-used social media platforms of our time. What's truly astounding is its popularity among Gen Z. According to recent statistics, Gen Z makes up the majority of TikTok's user base, and they are spending an average of 44 minutes per day on the platform. This level of engagement is unparalleled when compared to other social media platforms, and it's clear that TikTok has become an integral part of the daily lives of Gen Z.

Gen Z is a generation of creators and consumers. They are constantly creating and sharing short-form videos that are highly entertaining and feature a wide range of content, from lip syncs and dance routines to comedy skits and vlogs. What's truly remarkable is the way they use technology to enhance their creativity. They are expert in using filters, green screens, and augmented reality to add visual interest to their videos and make them stand out.

1.Creativity: It provides a platform for Gen Z to express their creativity through short-form videos. They can easily create and share content that aligns with their interests and passions, which is something that this generation values greatly.

2.Short-form Video: The easily consumable 15 second videos are appealing because users can quickly scroll through a variety of content. This aligns with Gen Z's desire for instant gratification and their tendency to have shorter attention spans. Although, TikTok does allow for longer videos now, up to 3 minutes, the majority of content consumed by Gen Z remains short 15 second videos.

3.Community: TikTok provides a sense of community for Gen Z. They can discover new content, new creators, and new trends, and they can connect with other users who share their interests and passions.

4.Discoverability: The algorithm of TikTok enables users to find new content, new creators and new trends easily. And it allows creators and their to be discovered by others.

5.Interactivity: The interactive platform features such as comments, live stream, direct messages, stitches, and duets encourages users to engage with each other in real-time.

6.Accessibility: TikTok is easy to use and accessible from anywhere. Gen Z highly values the ease in which they can consume and create content via the use of their smartphone.

7.Algorithm: The platform shows users content that is tailored to their individual interests and preferences. It does this by tracking their interactions with the app, such as the types of videos they watch, the accounts they follow, and the accounts that they engage with. It prioritizes showing users content that is currently trending or popular.

This creates a sense of FOMO (fear of missing out) and encourages users to check the app frequently to see what's new. Machine learning algorithms predict which videos a user is likely to watch, like, and share, and then it shows these videos first in the users FYP (for you page). Users are encouraged to create and share their own videos by providing a variety of tools and features that make the process easy and fun.