Gen Z The TikTokkers: Welcome to the House Hype

As TikTok continues to drastically increase in its popularity, The Times’ journalist Harriet Walker approached ITB in search of insight around why TikTok is all the hype, especially amongst generation Gen Z.  The majority of TikTokkers are Gen Zs and this can be attributed to its entertainment-led content formats that are attractive to this group of youngsters who are less concerned with aesthetic and more interested in personality-driven content.

ITB’s Managing Director, Emma Shuldham, commented on Gen Zs social media behaviour stating “[Gen Z] are tired of curated images where someone has spent hours in front of the mirror getting ready. They want to look at content that lives in the moment – that isn’t as staged and feels more raw.” Read the full article here.

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