Open Access

Emily Scheihing

• This thesis examines the influence of self-optimisation content of the social medium TikTok on the self-leadership skills of young adults. The topic is relevant as this content, through its distribution and influence on Generation Z, can shape the development of self-leadership skills and the mental well-being of this young target group. The research design combines quantitative and qualitative methods: an online survey with 103 participants was supplemented by semi-structured interviews with seven people. The results show that the consumption of such content has both positive and negative effects. While the content can promote self-motivation, goal setting and self-management, social comparisons and unrealistic expectations often lead to stress, reduced self-esteem and perfectionism. The paper concludes by stating that TikTok has an ambivalent effect on the self-management of young adults. Reflective use of the platform is necessary in order to maximise positive effects and minimise negative effects.