‘Every kid wants to be an influencer’: Why TikTok is taking off with Gen Z

Digiday 07 Feb 2020 05:01

TikTok is the rare recent example of a new app that’s taken off globally with millions of young people. The question is why.

Those who have studied TikTok attribute its breakout success — it’s been downloaded more than 1.7 billion times to date — to its ability to lure users down a digital rabbit hole of seemingly endless entertainment. TikTok appeals to Gen Z , according to experts, because of the way it’s been designed from the very beginning; it emphasizes short-form video content, it’s easy to use and it’s even easier to go viral on the app than other more established social media platforms. It also feeds in perfectly to Gen Z’s desire for entrepreneurship and being a creator.

Gen Zers have “seen a lot of video platforms come and some go, but the ones that have made a big splash are the ones that let this generation express themselves with minimal input for a lot of output,” said Drake Rehfeld, Ntwrk’s director of product. TikTok’s editing tools are easy to use, and because of that the “percentage of people who create on TikTok is higher than those on other platforms,” Rehfeld claimed. His company Ntwrk has an app that livestreams shopping opportunities.

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