Anyone who deals with young people today cannot avoid one topic: TikTok. No other social platform currently captivates young people so much. With “TikTok unvarnished”, the IKW is focusing on social media for the second time after “Insta unvarnished” and is examining the role this platform plays in the lives of Gen Z. What fascinates young people about TikTok? How does TikTok influence the process of self-discovery and what topics are particularly relevant here? We from rheingold salon researched this on behalf of the IKW.

It turns out that TikTok is not just new and exciting. Rather, the platform takes on important functions in the lives of young people. Because while Instagram mainly helped young people to create a perfect dream world, TikTok is seen as more authentic and closer to reality. Young people trust TikTok more than any other social platform and use the recommendations and tips given here to further optimize themselves and their own mindset.

You can read the results of the study here.