TikTok’s Impact Through a Gen Z Lens

It’s no secret Gen Z has an intuitive love for TikTok. Gen Z and TikTok are practically synonymous, with many members of the generation growing up alongside the app as it evolved into a strong digital ecosystem of its own caliber. Since its rise in 2016, the social app has transformed from being a simple video-sharing platform to a global force, reshaping how we consume and create content every day. 

For those working in communications, TikTok isn’t just a trend – it’s a strategy-shifting force in the world of content creation that has taken center stage in social media. As a Gen Z-er and communications professional, I’ve seen firsthand how TikTok goes beyond viral dances and catchy sound bites. It’s been a game-changer for brands and individuals looking to elevate their social presence. 

Unlike other platforms, TikTok’s algorithm prioritizes discoverability, enabling users to gain traction through short-form videos that reach highly engaged, niche communities. Last year, an article in Forbes highlighted exactly how short-form video content dominates the digital age. With attention spans shorter than ever, content that is engaging and easy to digest is more likely to capture and retain viewer interest. Success lies in the format, making content easy to consume, share and connect with in a way that resonates deeply with all audiences, not just Gen Z.  

Along with short-form content, what sets TikTok apart is its accessibility and emphasis on authenticity. It transforms everyday moments into shareable, engaging experiences, redefining how brands and organizations connect with audiences. The app’s brilliance lies in its prioritization of creativity over polish, allowing for a more genuine and engaging connection. As communicators and marketers, it’s important to note the app has changed our understanding of what “good” content looks like – and that TikTok has been at the center of this evolution. 

According to The Social Shepard, TikTok users post an estimated 34 million videos each day on the app. The app’s bite-size format, intuitive editing tools and hyper-personalized algorithm make it a powerful, user-friendly platform for content creation. But what kind of content is winning on TikTok? Here’s what I’ve found drives mass engagement:  

• Short-form storytelling: Quick, engaging narratives – whether humorous, emotional or informative – keep audiences hooked. 

• Educational and how-to content: The app has become a go-to platform for learning, with creators simplifying complex topics or tasks in a matter of seconds.  

• Authenticity over polish: Behind-the-scenes and “real life” content performs exceedingly better on TikTok than overly produced, branded-looking videos. 

• Trend participation: TikTok offers challenges and trends that allow creators and even brands to tap into viral conversations or movements rather than trying to start them from scratch. 

In my role at Franco, I’ve leveraged TikTok trends and content style to enhance our own social strategy, even without an agency TikTok account. Using the app as inspiration, I’ve adapted short-form storytelling, trending audio and relatable, fast-paced visuals to create content that not only aligns with our brand but also drives stronger engagement and interaction. Seeing the success of these efforts – whether through increased reach, shares or audience participation – has reinforced how impactful TikTok’s influence is, even beyond the platform itself.  

What makes TikTok so addictive is not that it has garnered more than 955 million users. It’s the combination of personalization, authenticity and community. The For You Page (FYP) offers content that feels tailor-made for each user based on what they engaged with in the past. TikTok’s algorithm is one-of-a-kind and incredibly adept at serving content that feels personal and relevant. It’s like the app knows you better than you know yourself, keeping users hooked. 

Audiences also resonate with TikTok as there is a sort of “realness” to the content. Unlike Instagram, where perfection often dominates in posts, TikTok thrives on imperfection. This includes unedited thoughts, relatable humor (a lot of times referencing pop culture) and unfiltered experiences. On TikTok, it is apparent content from brands and creators is seen as personal rather than performative.  

We got a glimpse of what it’s like for TikTok to dissipate from the social sphere earlier this year. That day put into perspective the reliance many content creators have on the platform. With talk of a TikTok ban becoming a full-fledged reality, brands and creators on the app must prepare to adapt their TikTok-first strategies. Our Director of Digital & AI Lexi Trimpe outlines the timeline of events and what marketers need to know in the post.

Here’s how individuals and organizations can keep the TikTok-inspired content momentum going:  

• Repurpose and reformat: Take TikTok content and ideas and rework them into Instagram Reels, YouTube Shorts or Facebook Stories.  

• Embed TikTok aesthetic: Utilize the fast cuts, text overlays and casual tones that the app has popularized. 

• Encourage multi-platform engagement: Ahead of an official TikTok ban, direct audiences to other platforms like Instagram or YouTube. Make sure to communicate this change on TikTok before it potentially goes away for good, as well as through other relevant channels – via newsletters, website content and more. 

• Leverage short-form video: Short-form video isn’t going anywhere and is a content format that can garner more engagement and impressions. This format will continue to dominate digital marketing, even if TikTok disappears forever.  

As a Gen Z professional in this ever-evolving digital landscape, TikTok has taught me the future of content isn’t about being the loudest or glossiest. It’s about being real, being relatable and above all, being ready to adapt.  

Nina Scarpelli is an Integrated Communications Intern at Franco. Connect with her on LinkedIn.