When you think of TikTok, what comes to mind first? Is it the trends, the influencers, or your FYP (for you page)? Many aspects make TikTok the way it is right now. TikTok is an app that has transformed the entire Generation Z’s approach to creating content and consuming entertainment. It has become more than just a social media app—it has become a cultural phenomenon. TikTok has changed the digital landscape through its addictive scrolling, algorithms, and trend-setting culture. Social media apps like Instagram, Facebook, and Snapchat have copied TikTok’s format, calling these short videos “reels.” Other social media apps noticed how successful TikTok was growing, so of course, they added a similar version to make users addicted to the app. According to Statista, 135.79 million Americans have TikTok as of February 2025 (Ceci, 2025). That number alone speaks to its popularity.
To understand why TikTok resonates with Generation Z, there are three major sources: short-form video content, algorithms and influencers.
Short-Form Video Content
The average attention span for Gen Z individuals is 8 seconds, and needing to gain information or answers instantly (Roberto, 2023). This can be one of the answers to why Gen Z loves the short video format. Gen Z does not want to sit down for an hour-long TV show or a movie over two hours long. TikTok gives people different types of entertainment through 30-second or two-minute videos, which is more enticing. Users can easily watch over 100 videos in an hour, which makes it easy to lose track of time. Each video differs, so users get more diverse and rapid entertainment than watching a movie or TV show. Since Gen Z wants rapid answers, they turn to TikTok to look for answers to politics, the score of a sports game, how to make a recipe, and current events happening around the world, among other topics. It is easier for them to find answers on TikTok because they know they have a 30-second visual that will tell them the answer rather than reading paragraphs of information from an article or watching a 15-minute video on YouTube.
The popularity of short video formats plays a role in how brands advertise their products. Brands are targeting Gen Z because they are the generation that grew up spending their time online and are the ones who decide what is trendy and what should be purchased. So brands specifically target their marketing campaigns, advertisements, or partnerships on TikTok because Gen Z pays attention. Even though Gen Z has short attention spans, they pay close attention to detail, even if it is a 30-second video. The other day, an interesting sponsored post I came across was influencer Ashtin Earle’s GRWM (get ready with me) video. The video she posted was a sponsored post. However, she integrated her normal content, like GRWM and vlog videos, with the sponsored brand to make it seem like a natural part of routine rather than the typical advertisement. This is another way brands promote their products to Gen Z, blending ads with everyday videos that match what users are watching.
Algorithms
Algorithms decide what content is displayed on a user’s page. Algorithms analyze user data based on previous comments, likes, and shares and put content onto the user’s FYP. Heidi Schoderbek, a student at Rutgers University, believes the TikTok algorithm is accurate. Schoderbek said, “The more often you use the app and scroll on your FYP, the more tailored the content gets to your interests and the more addictive it becomes.” Algorithms are meant to keep users drawn in on content specifically targeted to the user’s interests. Algorithms also help regular people go viral. Users’ FYP is full of influencers’ or celebrities’ content. There is content related to the user’s interests from other regular people who get recognized for their creativity and self-expression. Thanks to TikTok’s algorithm, anyone can go viral and gain a following overnight. It is important to note that while algorithms keep users entertained and satisfied, they can also prevent users from seeing others with differing opinions. Users are being fed similar content that reinforces their existing views. It creates a digital bubble where users don’t know the other conversations being held. Although algorithms enhance a user experience, they can limit critical thinking and having open discussions with individuals who have different views.
Social Media Influencers
Influencers have changed the game by shifting the power of advertising from celebrities to everyday people and building a foundation of reliability, authenticity, and trust in their followers. But before I get further into the conversation, what is an influencer? An influencer is someone who has built a following on social media and uses their platform to partner and market with brands in promoting products to their followers (Herrity, 2025). Influencers usually gain a following because they are part of a certain community. For example, Natalie Violette is a beauty influencer. Her content centers on trying makeup products and her best in makeup challenges. Another example is Tineke Younger, also known as ‘Tini,’ an influencer in the cooking community. She makes cooking videos that show her followers step-by-step recipes. She is also known for her mac and cheese video, which has millions of views. Natalie and Tini, among thousands of other influencers, have built trust with their followers. Once brands see the trust and power built with an influencer’s followers, influencers will gain more brand deals and a larger audience.
I interviewed Maya Dhillon, a student at Rutgers University, and asked her if she had any favorite social media influencers and, if so, what makes their content so captivating. Dhillon’s favorite influencer is Tana Mongeau, who started as a YouTuber but shifted to posting content on TikTok. “She has shifted and grown toward a more wholesome side. Somehow, even with this shift, she still feels so authentic…I like how she shows when stuff doesn’t go according to plan or when something isn’t perfect,” as Dhillon explained, reflecting what draws her to Mongeau’s content. People who follow influencers want some sort of relatability and honesty shown across the screen. Dhillon discusses how Mongeau shows the good, the bad, and the ugly and doesn’t sugarcoat what they are talking about. It helps followers feel more connected to her, knowing that there is someone out there who is real and isn’t always going to have the best days. This kind of vulnerability is what sets influencers apart from celebrities. A-list celebrities will not tell their millions of followers about their terrible day. Influencers share their personal stories and struggles. Many people can relate to these struggles shared by influencers, creating an instant connection. Being an influencer isn’t just about partnering with brands and profiting from sponsorships. In order to get to that point, influencers have to build relationships and a sense of community.
I interviewed Elizabeth Kisová, a popular Czech Republic influencer with over 400,000 followers on TikTok. I wanted to get insight from an influencer’s point of view about TikTok’s impact on Gen Z. One point that stood out to me during this interview was when Kisová discussed what kind of content gets the most attention. She explains, “The content that gets the most engagement on my TikTok tends to be funny, fast-paced videos with dynamic editing and quick outfit changes. This works well because capturing people’s attention in the first few seconds is key, especially with relatable, humorous content that connects to their own lives.” This goes back to what Maya Dhillon was explaining about Tana Mongeau. Mongeau makes content that makes her followers laugh or feel heard, just like Kisová.
Another point that stood out during my interview with Kisová is how she maintains trust and authenticity. She said, “I prioritize trust and authenticity when working with brands, ensuring that the companies I collaborate with align with both my audience’s interests and my personal values. I never partner with a brand I don’t genuinely like or use myself. Giving back to my audience is crucial, so I often do livestreams and make sure to respond to their comments and messages. This kind of engagement helps foster a strong, loyal community.” Building strong connections with followers is just as important. She explains, “Consistency is key—keeping your content fresh and engaging so that your followers become almost as invested in it as they would be in a Netflix show they subscribe to. By creating this level of connection and commitment, you’re not just building an audience, but a community that feels personally connected to you and your brand.” People are more likely to stick around if an influencer forms real connections. When people feel they know the influencer, they’re more likely to trust their opinions and support them throughout their journey.
Quick Fun Facts About Influencers’ Impact
- 74% of consumers bought a product because an influencer endorsed it (Kuzminov, 2024)
- 71% of consumers have trust in influencers and their content (Kuzminov, 2024)
- 1 in 5 Americans get their news from influencers (Stockling et. al, 2024)
- The influencer marketing industry is reported to go from a $24 billion to a $33 billion industry in 2025 (Kendall, 2025)
- 53% of surveyed influencers prefer 15-30 second, short-form videos (Kendall, 2025)
TikTok’s future is filled with uncertainty. There have been ongoing discussions about the potential banning of the app in the United States due to concerns about data privacy and foreign influence. However, if TikTok were to disappear tomorrow, its impact would still be felt across the digital landscape. The app has already reshaped how digital content is created and consumed by a whole generation, and it is ready to take the following steps to influence the next generation. TikTok will continue evolving, especially since AI has been increasing and integrating into social media platforms. Gen Z will always carry this “TikTok mindset” that involves short, engaging content while living in a fast-paced digital world. An algorithm cannot get rid of TikTok’s impact on Gen Z’s culture and creativity.
Special thanks to Heidi Schoderbek, Maya Dhillon, and Elizabeth Kisová for being part of this blog. Check out Elizabeth’s TikTok: https://www.tiktok.com/@ellizabethkiss
References
Ceci, L. (2025, February 13). Countries with the most TikTok users 2025. https://www.statista.com/statistics/1299807/number-of-monthly-unique-tiktok-users/.
Feyissa, S. (2020). Black and red smartphone case. [Digital Image]. Unsplash. https://unsplash.com/photos/black-and-red-smartphone-case-1S1w1c4_VyA?utm_content=creditCopyText&utm_medium=referral&utm_source=unsplash.
Herrity, J. (2025, March 13). What are influencers? (plus salary and how to becoe one) Indeed. https://www.indeed.com/career-advice/career-development/influencer.
Kendall, M. (2025, March 3). 29 influencer marketing statistics to guide your brand’s strategy in 2025. Sprout Social. https://sproutsocial.com/insights/influencer-marketing-statistics/.
The first 8 seconds – capturing the attention of Gen Z students. (2024, October 1). Key Stone Education Group. https://www.keg.com/news/the-first-8-seconds-capturing-the-attention-of-gen-z-students.
Kuzminov, M. (2024, August 14). How influencers can drive consumer purchasing behavior. Forbes. https://www.forbes.com/councils/forbesagencycouncil/2024/08/14/how-influencers-can-drive-consumer-purchasing-behavior/.
Stocking, G., Wang, L., Lipka, M., Matsa, K. E., Widjaya, R., Tomasik, E., & Liedke, J. (2024, November 22). America’s news influencers. Pew Research Center. https://www.pewresearch.org/journalism/2024/11/18/americas-news-influencers/#:~:text=About%20one%2Din%2Dfive%20U.S.,regularly%20get%20news%20from%20influencers.
Gabby Meyer 