Climate Action in the Age of Tiktok

Social media has changed how we connect, communicate and campaign for causes that matter. The climate movement is no exception. 

TikTok, in particular, has been rocket fuel for a new generation of climate activists who use creative storytelling, humor and emotional appeal to communicate urgency around environmental issues. The app’s visually driven, fast-paced content enables users to engage with climate topics in a way that feels both personal and immediate. By sharing their experiences, insights and solutions, young creators make the issue of climate change more tangible, breaking down complex environmental problems into accessible, digestible content that drives awareness and inspires action. 

An example of this is EcoTok. This collective of 21 young environmental educators and activists with around 116,000 followers and two million likes uses the platform to promote environmental education and inspire action. The collective says that “climate doomism” – the belief that the fight against climate change is already lost – is as harmful as climate denialism. To counter this, EcoTok creates content that shares the everyday reality of the climate crisis, while promoting hope and proactive solutions. They believe that education will be the decisive factor in the fight against climate change. Their TikTok channel aims to “provide a platform for voices that may otherwise be marginalized or go unheard, empower people of all generations to make an impact for the future of our planet, and to celebrate community support and growth.” 

While EcoTok exemplifies the educational and hopeful approach to climate communication on TikTok, another group demonstrates the scale and influence that these platforms can achieve. Gen-Z for Change (referencing the generation born 1997-2012) is a youth-led, non-profit advocacy that positions itself as the “place where the creator economy and progressive politics intersect.” Leveraging the power of social media, followers educate their audiences on issues that range from climate to reproductive justice. It is a coalition of about 500 progressive social media influencers spanning the internet’s most popular social media platforms. On TikTok, the Gen-Z for Change network boasts upward of 500 million followers – far exceeding the five million viewers in the USA who watch Fox News, CNN and MSNBC combined. 

While groups like Gen-Z for Change highlight the broad reach and influence of TikTok for climate advocacy, initiatives such as those that spotlight climate creators further underscore the critical role of social media in shaping the climate narrative. Recognizing the growing impact of social media creators in the climate movement, Pique Action and Harvard Chan C-CHANGE released their annual list of 17 climate creators to follow in 2024. This initiative, a collaboration between the US-based climate media startup Pique Action and Harvard University’s T.H. Chan School of Public Health/C-Change Center for Climate, Health, and the Global Environment, celebrates content creators who are shaping the climate narrative with original, engaging and educational content. By highlighting these innovative creators, the project emphasized the role of social media in combating misinformation and mobilizing global audiences for meaningful climate action. 

As the UN Climate Change Conference COP29 approaches, Tiktok’s role as a climate advocacy tool becomes increasingly significant. The conference has even launched its own official TikTok channel, which, as of early September 2024, had gathered some 4,000 followers and 30,000 likes. This development underscores how TikTok is bridging the gap between high-level policy discussions and grassroots digital activism. The synergy between these efforts highlights the growing importance of social media in shaping global climate policy and galvanizing collective action. 

However, the expansive reach of TikTok also presents challenges. According to data collected by the British telecoms regulator Ofcom from April 2024, one in 10 people aged between 12 and 15 cited TikTok as their main source of news, while 71 percent of 16- to 24-year-olds use social media instead of, or in addition to, news websites. Yet TikTok (and other platforms) are not only used to support good causes. Au contraire. 

At least 34 countries have banned or are in the process of banning TikTok due to concerns about propaganda, hate speech, manipulative content, provocative campaigns, harm to children, threats of terrorism, data privacy and possible access to government information. Social media plays a vital role during election campaigns by creating attention, shaping perception, setting policy agendas and targeting voters. TikTok also serves as a playground for climate change deniers, conspiracy theorists and other fantasists. Despite the company’s repeated promises a clampdown has yet to happen. 

A study by the Australian Institute of International Affairs, published in August 2024, found at least three reasons why information on TikTok is more impactful than on other platforms. First, the platform is more engaging than other social media sites. Second, compared to other platforms, TikTok attracts more young people. Third, the multimodal nature of the visual content can be absorbed quickly, keeping memory retention longer for opinion formation. Because visual information is processed more directly and effortlessly on TikTok, it is perceived as precise and integrated more effectively into memory. This effectiveness also means that misleading visuals can generate false perceptions. 

Ika Idris, Associate Professor of Public Policy & Management, Monash University, Indonesia, concludes: “TikTok’s unique blend of entertainment and visual appeal has positioned it as a powerful tool for shaping public opinion, becoming as a result fertile ground for disseminating disinformation. As TikTok continues to influence political landscapes, governments, civil societies and public opinion, people must remain critical. The battle against disinformation is about combating harmful content and fostering a more informed and discerning public capable of navigating the increasingly blurred lines between entertainment and reality.”