TikTok’s surprising influence on Millennials, Males

There is plenty to unpack in every omnibus but the thing that jumped off the page to me was the relationship between TikTok usage and awareness of contemporary events like the GOP congressional hearings.

Historically, I would categorize these hearings as events that young people typically do not pay attention to. However, we highlight two graphics that strongly suggest TikTok is driving voter education in a way that changes the paradigm of young voters focusing solely on the blockbuster, hot-button issues.

Our team has two initial reactions to this insight:

First, there are practical implications for political strategists: Issue groups and campaigns may need to adjust their playbook for engaging the younger generation. Second, the TikTok content algorithms might be the most powerful tool for shaping public opinion among a large and diverse group of Americans.

In April’s Truth On-Demand Omnibus, Wick will explore this further with a more extensive list of issues and contemporary events to determine if the relationship between TikTok usage and political education/awareness is scalable.

Truth On-Demand™ is a monthly omnibus survey on which your team can quickly and affordably add custom questions. Want to add a question to the next Survey?