“The tech industry as a whole, and social media is unregulated. It’s like the wild west.”

Is TikTok Dangerous for Kids?

There is no surprise that social media is becoming a prevalent issue for the younger generations. With the growth of social media, apps such as TikTok have captivated these audiences, influencing their perspectives and their attention spans. These concerns have escalated to such a degree that the US government is looking to ban the platform altogether, painting TikTok as a dangerous source for kids.

While social media has its benefits, and is integral to the marketing strategies of modern brands, the perceived dangers for the app is growing. To delve deeper into the concerns of the public, our latest pool asked the public for their opinion on whether the app TikTok is dangerous.

Addressing Consumer Concerns

Our video market research reveals that the public are deeply concerned about TikTok’s impact on kids. Especially in the absence of proper restriction and regulation.

One respondent summed it up “the tech industry as a whole, and social media is quite unregulated. It’s like the wild west.”

There is a significant concern regarding the algorithm, and the harmful content which can repetitively reach children. Engaging with one video on a serious and sensitive topic may lead to the emergence of a series of videos, causing a chain reaction of watching harmful content.

Those in education, government and charities for children should keep this in mind as mental health can be severely impacted. This is particularly when the content touches on subjects such as depression and suicide. We partnered with mental health charity stem4 earlier this year who launched a campaign called #ControlYourScroll for Youth Mental Health Day. They wanted to highlight how to be safe online with the amount of disinformation, fake news and online abuse which circulates.

Social Media Trends

Social media is used to spread and share information. Sometimes this can be positive, as young consumers flock to TikTok for advice and guidance. However, these platforms exert influence on the younger generation and their spending habits, leading to potential pressures. The term ‘Sephora kid’ has been coined to describe the young kids spending sums on makeup and skincare. .

It becomes extra concerning when children as young as 10 purchase potent chemical-laden skincare products which are retinoids, which can create damage.

Conclusion

Understanding public apprehension about platform safety is crucial for brands. Video market research stands out as a tool for businesses to gain authentic insights into consumer behaviour. Using it for trend identification, authentic consumer insight and to inform marketing strategies, can be a great way for brands to navigate this landscape effectively, and find effective and responsible ways to reach younger audiences.

As the digital landscape continues to evolve, consumer behaviours and concerns are also underway. Our video research highlights the dual nature of tiktok as a source of information and entertainment, but also carrying inherent risks.