This type of attention-grabbing and entertaining multimedia approach makes the learning process more enjoyable for them. TikTok short videos, ranging from 15 to 60 seconds, appeal to them, whereas traditional, text-based sources struggle to capture their attention and imagination.
Growing up in the digital age may have had a profound impact on Gen Z’s attention span too. A study by Microsoft in 2015 found that after the arrival of social media, the average human attention span had shrunk to 8 seconds in 2013, down from 12 seconds in 2000.
Marketing communication strategists who find it challenging to reach out to the younger generation have lamented that Gen Z’s ability to focus is even weaker than that of a goldfish, which is notoriously reputed to have an attention span of 9 seconds.
TikTok’s bite-sized content offers Gen Z the perfect answer, in line with their need for instant gratification. In addition, TikTok is known for its high levels of engagement, thanks to its powerful algorithm, which decides how the content is served to users.
With its personalised feeds of short videos set to music and sound effects, TikTok caters to Gen Z’s desire for constant stimulation too. TikTok’s algorithm has, in a way, further enhanced users’ penchant for selective exposure, a tendency to favour information which reinforces their pre-existing views while avoiding contradictory information.
INSTANT INSTA
For the same reasons, Gen Zers are drawn to the engaging and visually stimulating content that Instagram offers. Peer influence could be another reason why Gen Zers are attracted to Instagram.