The TikTok Playbook for Cities: Authentic Creators, Bigger Impact

If you scroll through TikTok for five minutes, you’ll notice something: it’s not celebrities dominating your feed. Instead, it’s ordinary people. The kid making a clever joke in their bedroom, a neighbor sharing local food hacks, or someone breaking down a topic in a way that actually makes sense. This isn’t random. Social media platforms like TikTok, Instagram, and YouTube don’t automatically favor big names. They favor content that grabs attention, keeps you watching, and gets you to engage. A relatable, everyday creator who makes people stop, like, comment, or rewatch can easily outperform a celebrity with millions of followers. TikTok’s “For You Page” is the perfect example: it surfaces content based on how you interact, how long you watch, and whether you go back for more, not the fame of the creator.

This is where micro-influencers come in. These are creators with smaller followings, but highly engaged audiences. They often focus on niche topics or local interests, which makes their content feel personal and relevant. Research shows that micro-influencers can generate up to 60% more engagement than bigger, more famous accounts. For city governments and local campaigns, this is huge. Instead of paying big bucks to get a celebrity to post a PSA, working with community members who actually live the same neighborhood experience as residents can make messaging land harder and resonate more.

Relatability Isn’t Just Cute, It’s Strategic

Audiences today crave authenticity. People want to see themselves reflected in the content they consume. Someone who uses the same bus line, shops at the same grocery store, or attends the same local events will naturally feel more trustworthy than a distant celebrity. For public messaging, from recycling programs to public health campaigns, that trust is critical.

Cities that feature local voices in campaigns see higher engagement. A teacher explaining a new school policy, a business owner talking about an economic program, or a neighborhood volunteer promoting a park cleanup can make a message feel alive. This works because of a simple psychological principle: social proof. We often take cues from people