77% TikTok users say that the app has helped them learn about social justice and politics, while 75% says it helped in discovering news

In July of this year, Reach3Insights conducted a study exploring the role of TikTok as a driver of social activism. According to the study, three-quarters (77%) of TikTok users stated that the short-video sharing platform has helped them to learn about politics as well as social justice. Moreover, 75% of users also said that TikTok’s platform has helped them to stay up-to-date on the news.

According to the study, the platform has emerged as a catalyst for Generation Z to share their views about politics. 98% of 13-to-24-year olds said that they have at least seen a TikTok video in some way. On the other hand, 62% of them are active users of the TikTok app.

54% of Generation Z revealed that posts related to social activism on TikTok’s platform has urged them to engage in discussion with friends and family members, while 44% said that social activism posts on the platform urged them to sign petitions. According to Reach3Insights study, 32% of Generation Z also stated that social activism posts on the video-sharing platform urged them to educate themselves about something they saw on TikTok’s platform.

The usage of the TikTok app has skyrocketed during the coronavirus pandemic and 96% of Generation Z said that they use the app for fun videos. A similar percentage (94%) of Generation Z states that the platform has generated meaningful action for the BLM (Black Lives Matter) movement. According to the study, 26% of people who use the TikTok app attended a Black Lives Matter protest. In comparison, only 13% of non-users attended a Black Lives Matter protest.

The ability of TikTok to raise awareness about political and social justice among Generation Z may reflect that marketers need to reconstruct their messaging on TikTok to reflect younger users’ awareness of various movements like the BLM movement. Brands must be mindful of the audience of TikTok as well as the platform’s sensitivities when it comes to developing a campaign to reach Generation Z users.

The role of TikTok in raising awareness about political and social justice issues among Generation Z users may also support the claims by several governments that the ByteDance-owned app deserves intense scrutiny. TikTok’s parent company, ByteDance, is a Chinese company, and government officials in many countries fear that the platform could share the personal data of TikTok users with the Chinese government.



Read next: eMarketer predicts a dramatic rise in the video viewing time and the usage of mobile apps in the US adults in 2020

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