We are living in the age of social media, and from a media perspective, this has resulted in young people consuming news differently to the previous generations.
Instead of turning on the TV to watch the six o’clock news, picking up a newspaper, or even browsing through online news sources, many young people are now getting their news fix from social media platforms.
The rise of social media as the youth’s primary news source has significant implications for medical technology and pharma companies. By recognising this shift in young people’s news consumption patterns, health-focused organisations can proactively adapt their strategies to reach and engage with the younger generation.
Embracing social media channels such as TikTok as a platform for health education, collaborating with influencers, and tracking trends, can empower medical technology and pharma companies to effectively communicate their messages, build trust, and contribute to a well-informed and healthier society.
TikTok is a video-sharing app that has taken the world by storm in recent years, gaining significant popularity during the pandemic, particularly amongst the younger generation, known as Gen Z. The app has amassed two million users in Australia and more than one billion worldwide, more than twice as many as Snapchat and Twitter.
On the platform, users create and share short, engaging videos on a variety of topics, from cooking demos to dance challenges. But it is no longer a platform used for the sole purpose of entertainment. It has become a go-to source of news for the younger generation. Around 47% of TikTok users are between the ages of 10 and 29.
In a 2022 study, the Reuters Institute for the Study of Journalism at Oxford provided a detailed report on the rapid growth of social media as a news source for 18 to 24-year-olds. TikTok as a news source had increased fivefold between 2020 and 2022.
The primary reason that TikTok has become a news source for young people is due to the nature of its quick and easy information consumption. Mostly, the videos on the app are short and to the point, suitable for the constant intake of new content and a short attention span.
In addition to this, the app’s algorithm is designed to show its users videos that it thinks they will be interested in, which means that young people are more likely to come across news stories that are relevant to them, in an engaging and accessible way.
However popular this new way of consuming news has become; it is important to note that social media platforms like TikTok can also be a double-edged sword when it comes to information consumption. While apps like TikTok offer a quick and easy way to consume news, they can also be a breeding ground for misinformation and fake news.
Despite this, social media continues to lead the way for the younger generation’s news intake.
The Reuters report also shared a country comparison of age groups that avoid traditional news consumption due to difficulty of understanding. Australia’s young people in the under 35 bracket were the highest of any country, with 16% of those under the age of 35 struggling to understand the news. This may be another reason for young people turning to social media platforms for news consumption.
This significant change in the way that young people consume news is already having huge implications on companies and organisations that want to reach this demographic, both in the healthcare sector and beyond.
Until recently, traditional news sources like print media, online media, radio, and TV were the go-to channels for reaching all age groups of people with news and information. Now, medical technology and pharma companies need to pivot their communications strategies if they want to connect with the younger generation going forward.
This involves embracing social media platforms like TikTok, and developing video content that is tailored to the platform. One way this can be achieved is by creating short, engaging videos that deliver news in an easy way for young people to digest and retain. This is being done exceptionally well by AbbVie US via their TikTok channel.
Ultimately, if medical technology or pharma companies want to connect with young people in today’s social media age, they need to be open to adapting their communications strategies and try out new channels to reach their various audiences, such as Gen Z via TikTok.
The key when developing suitable and targeted content for young people, is to be creative, engaging, and relevant to the interests of this demographic. By doing so, companies can stay ahead of the curve and reach the next generation of consumers in a way that resonates with them, on an ongoing basis.
Find out what TikTok content MedTech and pharma companies should be creating here.
