#Working life on TikTok

TikTok is one of the most popular platforms among young people, with many spending hours on the platform every day. But what really happens on TikTok? Is it just an entertainment platform
full of dance videos, cat videos and crazy memes - or do young people also use it to discuss and showcase aspects of their educational and professional lives?

We investigated this for The Danish Trade Union Confederation.

Over a period of three months, we came across around 600 videos with hashtags such as #work, #job satisfaction, #apprentice life, #artisan, #carpenter, #teacher, #educational life and other professional hashtags in the FH section. The vast majority of these videos are made by young people and directed at other young people on TikTok. As we show in this study, the videos cover a wide range of topics, both in terms of
groups, formats and messages.

We see a clear sense of professional pride among many of the young people who use the platform to showcase their skills and experience. At the same time, the format of TikTok plays a crucial role in how messages are
messages are conveyed. Many videos use humour and irony and are very personal in their approach, while others have a more commercial angle. We also find videos that are informative, encourage social debate and the exchange of opinions.

The videos on education and working life give young people an opportunity to get an informal and direct insight into what it's like to work as a flight attendant, paving contractor, marketing manager and many other professions. In the comments sections of some of the videos, we also see a professional exchange taking place, both between peers ('I also find the long opening hours annoying - there are never any customers this late at night') and between young people exploring the possibilities for their future working lives ('What do you need to get into the bachelor in Social Education?' 'Can you have tattoos as a flight attendant?)

This study sheds light on a previously overlooked dimension of TikTok and provides a deeper understanding of how young people use the platform to communicate about their education and working lives.