Resource Works is British Columbia’s go-to centre for debate and discourse about natural resources and the role they play in the economy. Making use of TikTok to expand our reach to young people across Canada on one of the world’s fastest-growing digital platforms is one of the reasons why.
With constant content from Resource Works’ founder and CEO Stewart Muir, managing director Margareta Dovgal, and others like Energy Futures Institute chair Barry Penner, we are betting that the same app that has driven political campaigns from Washington and Melbourne can power essential, non-partisan conversations about energy, the economy, and the future of Canada.
Once known for spreading viral dance trends or memes, TikTok has become a serious channel for messaging and public debate.
The metrics speak for themselves. In the past month, the Resource Works TikTok channel has experienced a growth in post views of 1903.1 percent, a 1439.1 percent boost in profile views, and a whopping 5715.4 percent rise in video shares.
Earlier this year, the Pew Research Center found that almost half of TikTok users under 30 use it to stay informed about politics or the latest news. A nearly identical share reported that they encounter political content on their feeds, and younger users regard TikTok as being beneficial for democracy.
Political parties and campaigners have certainly noticed. Australia held a federal election in the spring, and every major party made use of TikTok, noting that the Labor government’s dominance on the platform aided its landslide victory.
In the United States during the 2024 presidential election, TikTok became another front in the campaign. President Joe Biden gained hundreds of thousands of followers to churn out rapid-fire responses to critics and spread content that appealed to young voters.
Even Donald Trump, who once attempted to ban the app, saw his own messages amplified on TikTok despite not having an account. The New York Times reported on an internal TikTok analysis that found pro-Trump posts on TikTok outnumbered pro-Biden ones by a two-to-one rate by November.
There is no more debate about the potential of TikTok to carve out a space for any person or organization, and it should not become a purely partisan platform. It is essential for broadening the debate about issues related to the environment, the economy, and energy, all of which affect people every day.
These include questions about liquefied natural gas (LNG) exports, the utility of natural gas during extreme cold snaps in B.C., and the risks and rewards of experimental fuels like sustainable aviation fuel (SAF).
Resource Works has used TikTok to spread the conversation in plain, direct language for younger Canadians, whether it be exporting LNG to Europe, the shortfalls of hydropower in B.C., or how natural gas keeps hospitals running during deep freezes.
Thinkers and personalities like Muir, Dovgal, and Penner bring their own voices, but all share the mission of cutting through the policy jargon and talking directly to viewers about why decisions made regarding energy matter in everyday life.
Dovgal is already a seasoned commentator on matters like affordability and climate policy, as well as bringing a Gen Z perspective. As a former provincial cabinet minister, Penner offers strong credibility on the workings and limitations of government policy. Muir, the host of the Power Struggle podcast, ties it all together with a focus on the energy trilemma of affordability, security, and sustainability.
For the team at Resource Works, TikTok is a testing ground for ideas that are already impacting us in real time, and offers a window into what messages truly resonate with younger people. The platform has already proven that it is capable of mobilizing users for nearly any issue, political or non-political, from climate strikes to brand boycotts.
People can come up with the most ambitious policy solution, or the most pointed critique of it, but making sure a critical mass of people see it requires a special style of communication that brings short, sharp, visually engaging, and often serious content, while blending it with humour or cultural references.
Resource Works is on TikTok because it believes that the energy debate should not be confined to press conferences and wonky policy papers. The debate must live on platforms that the next generation is scrolling through and paying attention to. In 2025, more often than not, that means TikTok.
Be sure to check out Resource Works on TikTok!
