TikTok strikes big with Gen Z: what makes it tick?

Over the past 2 years, TikTok has become a huge cultural phenomenon, attracting millions of Gen Z youth. While the popularity of TikTok has been widely reported, there’s been little focus on why it has become so popular.


To gain insight into what makes TikTok so appealing to Gen Z, The Marketing Store conducted qualitative research among regular TikTok users 11-17 years old. Based on this research, today’s youth feel passionate about TikTok because it delivers on three of their biggest desires:

1) Be entertained—on their own terms

2) Develop and express their authentic identities

3) Socially connect with others and feel a sense of community


Enter your details below to receive a copy of this white paper, which explores Gen Z’s desires, how TikTok delivers on them, and implications for brand marketers who want to engage more deeply with Gen Z users.

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