Smedjebacken municipality in Dalarna has become the first in the region to employ three young communicators for its TikTok account. The youths work two hours a week alongside high school studies. The aim is to better reach younger citizens.
Half of youth born in the 2000s use TikTok daily, but few municipalities are on the app. Smedjebacken municipality has hired youths like 16-year-old Alice Pollack and Nils to create relevant content. They spend two hours a week planning and producing videos, for example about sea squirt mince served to students.
"We know exactly what young people want to see", says Alice Pollack. Quality and communications chief Niklas Sjödin explains: "We struggle to reach younger citizens through regular channels. Here we have listened and dared to let youths decide how best to reach them."
Despite TikTok's controversies over ties to the Chinese state, the municipality has no bans but takes precautions. "We have TikTok on a clean phone with only the app and no work email", says Sjödin.
Researcher Cecilia Lindh, associate professor in business economics at Mälardalen University, welcomes the initiative. "A smart move. I believe this can create local engagement among youth", she says. She stresses the need for adult oversight to review values, such as avoiding violence, alcohol, or bad language. Next up is Säter municipality, hiring youth for Instagram.
