What began as an app for silly dances and memes has become a bustling platform for the content of all kinds. Tiktok has become a place where you can learn all sorts of information, from recipes to budgeting tips, music, entertainment, history lessons, where to eat, and where to shop. The corners of Tik Tok are endless, whatever you seek. Not only are there videos posted about virtually everything, but we, as viewers, trust this content more often than not. In September, the New York Times, among other publications, reported Tiktok rivaling google as a search engine among Gen Z, with 40% of young people going to TikTok or Instagram over google to find places to eat. The platform has adjusted accordingly, making it easier to find related information using keyword searches.
For Gen Z, there is a lot of distrust in the establishment across several conductors of authority. Gen Z tends to trust the experience of their peers first and foremost. Employer benefits news reported that a recent study by CharityRx discovered that one in three Gen Z users consult Tik Tok before their doctors for health advice. When we consider the topics these Gen Z users seek advice for, anxiety, depression, and weight loss, one can infer that these are all topics traditionally met with judgment from an older generation. While, yes, post-pandemic, we are a more understanding and more mental health-aware society, old habits die hard, and Gen Z may see Tik Tok as a source devoid of judgment.
It’s easy to brush off the trends of a younger generation as fads that will pass, but in terms of social behaviors, social media is a pillar here to stay, like it or not. You can either jump on the bandwagon or get lost in its dust. While many fact check the information they find online, only some do. There is a space online waiting to be filled with truthful information to rebuild the trust it seems Gen Z lacks in healthcare. Gen Z has proved time and time again that just because this is how things have always been done doesn’t mean they will continue to be done in the same way. As a whole, the industry needs to maintain relevance by being the source of knowledge online, meeting this generation where they are instead of hoping they will come to you because we already see that they won’t always.
The truth is Gen Z is just one generation on Tiktok. The platform caters to users of all demographics. Being a peer is being on the app and part of the community as a whole, Gen Z has the spotlight, but they are only one segment of the 750 million monthly users worldwide. In a separate article from Employer benefits news regarding the uninsured population of the gig economy, Stride Health’s CEO, Noah Lang, makes the point that the key to success when it comes to the benefits landscape today is “education, awareness and frequency, and making it easier for their workers to be aware of opportunities.” We must use new mediums to communicate and educate people of all employment statuses about their coverage accessibility.
As a source providing access to benefits for all part-time workers, freelancers, the gig economy as a whole, and any under-benefited individual, Tiktok has been on our radar for some time. It’sIt’s a big wide world out there. Just waiting to hear what you offer; we’ll see you there.