Harnessing the Power of TikTok in Your Church

Do you have a TikTok account? If you have a teenager living in your home or young adults attending your church, they are likely familiar with this video-based social media platform. Most marketing experts agree that TikTok is “the next big thing,” and it’s where Generation Z lives online. About 60% of TikTok’s active U.S. users—all 26.5 million of them—are between the ages of 16 and 24. For younger members of Gen Z, kids ages 4 to 15, YouTube is still the primary video viewing website and Instagram is the preferred social media platform. But TikTok comes in as a close second to both, and may soon edge them out.

TikTok consists of 15-60 second user-created videos that are produced by both everyday amateurs and professional “influencers.” The videos are typically set to music and can include sound or visual effects. Content ranges from silly to serious to quirky to artistic. Like most other social media platforms, TikTok is driven by hashtags and trending topics. Many trending TikTok videos, like dances or skits, are recreated again and again as users put their own spin on the original videos.

But TikTok is not only a place to share lip-synching videos or clips of your dog’s cute antics. More recently, TikTok has become a hub for social activism among it’s Gen Z users. In the aftermath of the deaths of George Floyd, Ahmaud Arbery, and Breonna Taylor, the hashtag #blacklivesmatter trended worldwide and TikTok users created the #ImBlackMovement as persons of color shared their stories and experiences. TikTok’s young creators have also used the platform to raise awareness around trans rights, climate change, Aboriginal and Native culture, political activism, and teacher’s pay.

Like most newer social media platforms, TikTok has its fair share of controversy and there are some privacy concerns that users should take into account. TikTok is known to have looser community guidelines than more established sites, which can lead to less “kid friendly” content. Some of these potential dangers can be avoided by heightening safety and security settings on your account, only following people you know and trust, setting your account to “private,” and opting out of personalized data collection.

So how can the church harness TikTok as a way to engage Generation Z? Lutheran Pastor and author, Rev. Emmy Kegler uses TikTok to discuss issues surrounding the LGBTQ+ community and the Christian faith. Episcopal Priest David W. Peters originally joined TikTok as a way to connect with the people in his local community when he planted a church in Austin, Texas. His “church humor” videos went viral as he poked fun at himself and showed a different side to being a pastor. He attributes his online success to leading with vulnerability; after all, the way to find fame on TikTok is through authenticity.

You don’t have to be a biblical scholar or a viral comedian to begin using TikTok as a church leader. Begin by leveraging the content you already have: sharing clips from weekend worship services or youth events. Or start with one-minute devotions or Bible moments as you reflect on passages from Scripture. Share “behind the scenes” footage of what goes on in the life of the church. Ask the teens in your church if they would be willing to give you some TikTok pointers. Finally, remember that authenticity and sincerity is key with everything you do on TikTok, even if it takes seventeen takes to get the video exactly right.