Move Along, TikTok; Gen Z Is Growing Up

With the fate of TikTok in the U.S. changing almost daily, Gen Z is moving on.

As generational demographic groups age, their relationship to the Web changes. This generation, those born between 1997 and 2012, has reached the stage of wanting deep learning and reliable information that is less about entertainment and more about life skills and enhancement.

Raptive, a creator media company, conducted a survey, ”DECODING GEN Z: The New Rules of Digital Trust and Influence,” of 1,009 respondents, aged 18-29, in late December. The survey aimed to gauge Gen Zers’ attitudes about digital platforms, including TikTok, and the results showed they are drifting away from the platform.

In others words, they are growing up.

“They are arguably the most critically minded generation when it comes to verifying information, more than older generations,” said Erika Leone, Raptive’s EVP, Integrated Marketing. “In our research, 49% strongly prefer to conduct independent research to find trustworthy content, and 38% actively consult multiple sources before making decisions. Nearly 37% believe that most online content is fake or suspect until proven otherwise, and 39% usually question a post’s credibility rather than taking it at face value.”

Respondents to the survey showed a strong preference for looking at several sources of information before making a decision about purchases or other lifestyle matters.

Increasingly, the open web is the source of expertise that matters to Gen Z with nearly 55% of respondents saying they prefer to get their content from a well-known expert in the field, Leone said. They love how-to videos and forums where they are actively getting info from experts and people like them. And as Gen Zers’ continue to age, trusted reliable content will rise to the top.

Leone sat down with StreetFight to discuss the findings further.

Why is it significant that Gen Z is using TikTok less or leaving it?

Gen Z is credited with driving TikTok’s growth. They were among its first adopters and continue to dominate its user base. TikTok is a cultural hub for Gen Z. It’s where trends, memes, music, and social movements originate and spread rapidly, and it’s been instrumental in giving Gen Z a voice, providing a space to share their creativity, their humor, their activism — and yes, their dance moves.

But Gen Z is growing up. Nearly a third of Gen Zers in our survey (30%) already own homes, and an impressive 63% cook regularly. On top of that, 73% are actively saving money for the future, demonstrating a determined focus on financial well-being. A majority also describe themselves as “do-it-yourselfers” (51%), diving into home improvement projects, new recipes, and other hands-on tasks.

Our survey showed that the majority of Gen Z think of TikTok as a platform for entertainment and discovery. Marketers need to recognize that Gen Zers’ trust is earned, not given, and brands that prioritize transparency, credibility, and purpose-driven content will capture their attention and build lasting relationships with this discerning generation.

Where do these users go for what they’re describing as useful, informative, and trustworthy information.

The open web is home to the expertise Gen Z cares about. Independent publishers provide something TikTok can’t always guarantee: informed, vetted information and opinions from real experts. Whether they’re learning how to invest, cook, or take care of their health, Gen Z gravitates toward creators and platforms where credibility reigns.

As they continue to age, the value of trusted content will only rise. Comscore data shows that Gen Zers’ spend more time on open web properties, reinforcing the idea that as they mature, they’ll increasingly prioritize platforms with a reputation for reliable, expert-driven content, which can include some of what we think of as legacy media such as Martha Stewart or Food and Wine, but also includes independent creators/publishers like Love and Lemons, Sallys Baking Addiction, Half Baked Harvest and Preppy Kitchen, which are some of the most popular sites across Raptive with Gen Z.

Does Gen Z have a history of “leaving” platforms or cultural touchstones before they’ve fully run their course? Are they different from other generational cohorts in this regard? 

Not at all. MySpace, Friendster, Google +, Vine, Bebo, Clubhouse. How many of these do you even remember? For a minute, each of these platforms had millions of dedicated followers and even more money invested in building and marketing them. The social media landscape has always been competitive and fast-changing. Platforms rise and fall based on user preferences, tech advancements, and market trends. Only the ones that adapt and innovate consistently manage to survive, while many others fade into obscurity.