The Role of TikTok as a Medium of Public Relations Among Lagos Youths

Abstract

This study examines the evolving role of TikTok as a medium of public relations among youths in Lagos, Nigeria. TikTok has rapidly emerged as a prominent platform for cultural expression and digital engagement globally, influencing how brands and individuals interact with younger demographics. In the context of Lagos, where digital connectivity is expanding, this research investigates how youths utilize TikTok to shape public opinion, disseminate information, and construct identities. Drawing on empirical reviews and qualitative analysis, the study explores the challenges and opportunities that TikTok presents for brands seeking to navigate cultural nuances and engage effectively with Lagosian youth audiences. By highlighting these dynamics, this research contributes to a deeper understanding of digital media's impact on public relations strategies in urban African contexts.