Seventh International Conference on Communication & Media Studies

Abstract

As the media landscape is constantly shifting, corporations and individuals alike must adapt their online presence to meet their potential audience across platforms. Very few churches, as non-profit organizations, have begun to adapt TikTok into their digital messaging strategies. Little research on church’s social media use has been conducted, with none having examined the use of TikTok. This research contributes to the larger body of work by filling the gap in TikTok research in general and helping to understand how the platform fits into the larger social media world. A content analysis of three churches’ TikTok presence is provided with recommendations on how churches can further utilize TikTok to reach potential new audiences and maximize their influence among the younger generation (Generation Z).