Young people are turning to TikTok to help them quit drinking. While many are giving up drinking for Dry January, TikTok has also become a place for alcoholics to connect and recover for good. The platform is now a place where young people can find solace and connection around whatever niche interests they have. One of the many trending communities is SobrietyTok, where the hashtag #Sobriety currently has 2.2B views and #Sober has 4.6B. Some Millennials say they go to the app because they never really connected with in-person AA meetings and found that they could openly discuss their journeys with a broader range of people rather than those in their local towns. Sober content creators are reaching the sober curious generation through “day in my life” and storytelling content structures they relate to. YPulse’s Nightlife & Drinking report data shows that 40% of Gen Z and Millennials who say they drink alcohol drink less now than they did in the past, and 36% say “I make a conscious effort to limit how much alcohol I drink.” (Today)
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