This study delves into the nuanced interplay between generations, motivations, and engagement with TikTok in the Philippines. Utilizing a quantitative approach with a descriptive comparative design, the research dissects engagement behaviors and motivations amongst Generation X, Y, and Z in Tubod, Iligan City. Drawing upon the theoretical framework of Uses and Gratifications Theory (UGT), the study investigates how users' desires for specific gratifications influence their interaction with the platform. The findings unveil that while social interaction remains a consistent driver across generations, entertainment motivation exhibits a significant decline from older to younger cohorts. This shift underscores the dynamic and evolving nature of user behavior within social media landscapes. The research also highlights escapism as a noteworthy motivational factor, with older generations demonstrating a greater propensity for it compared to their younger counterparts. Furthermore, significant differences also emerged in the generational cohort’s engagement behavior. Generation X exhibited low co-creation, preferring content consumption, while Generation Y showed a mixed level of co-creation. Generation Z, like Generation X, favored consumption over co-creation. Positive contribution behavior also varied, with Generation X having a mixed engagement level, Generation Y displaying balanced engagement, and Generation Z demonstrating neutral overall tendency. Consumption behavior also showed that Generation Z users strongly agreed on consuming diverse content types. Lastly, the study found that the influence of generational differences on TikTok engagement is significantly mediated by motivations.  Entertainment acted as a key mediator across generations, favorably impacting both the content creation and consumption.These insights emphasize the critical need for content strategies meticulously tailored to resonate with the specific generational preferences on TikTok, thereby maximizing user engagement. By contributing to the growing body of knowledge on generational dynamics within digital media consumption, this study offers valuable takeaways for industry professionals and content creators. The findings pave the way for the development of more engaging and relevant content for users across diverse age groups, ultimately maximizing audience reach and impact on platforms like TikTok.

• TikTok engagement

• Generational differences

• Social media motivations

• Uses and Gratifications Theory (UGT)