From Hashtags to Fame: Content Strategies of Generation Z TikTok Influencers in Israel

This study investigates the key attributes that characterize popular content produced by leading Generation Z TikTok influencers in Israel. The research seeks to identify the content elements that drive user engagement and contribute to the influencers’ widespread appeal. A content analysis was conducted on a sample of 400 videos created by 18 prominent TikTok personalities, enabling a systematic examination of recurring themes and stylistic features. Findings reveal that highly popular posts predominantly emphasize entertainment while avoiding violent content. However, they also tend to lack substantial informational value. Notably, content produced by female influencers features more sexualized elements compared to that of their male counterparts. Furthermore, collaborative videos involving multiple influencers appear to be more successful in garnering audience attention. The study’s practical implications underscore a strategic shift: Generation Z shows a marked preference for TikTok influencers over traditional celebrities. This trend presents opportunities for marketing and public awareness campaigns seeking to engage younger demographics effectively. On a broader social level, the findings suggest that despite TikTok’s perceived novelty and authenticity, its most popular content often mirrors the norms and conventions of mainstream media. Thus, TikTok may reinforce rather than disrupt dominant cultural narratives.