Converge’s Post

How Adults Use TikTok

Pew Research issued a report about adult TikTok use. What TikTok users think of their ‘For You’ page Some 85% of TikTok users say the content on their “For You” page is at least somewhat interesting, including 40% who call it either extremely or very interesting. Only 14% say it is not too or not at all interesting. Younger users are especially interested in the content they see on the platform. Some 47% of users ages 18 to 34 say they find the videos on their “For You” page either extremely or very interesting, compared with 36% of users ages 35 to 49 and 31% of those 50 or older. https://lnkd.in/e6CWkSd9

YouTube’s generational pull is significantly outpacing the competition in the 2020s - truly evolving into a high-usage platform for all ages beyond any other. 📺 Perhaps unsurprisingly, the biggest disparity between users is seen across Instagram, TikTok, and Snapchat - it would also be interesting to see how the rest of the world compares to this USA-only data. 📊 #SocialMedia #FridayReads #DataAndAnalytics

How often do you post on TikTok? Despite data suggesting that 34 million videos are posted daily on the app, the majority of users don’t actually post on the platform. Pew Research Center’s latest deep dive into how US users behave on TikTok has found that: 📊 A relatively small share of users produce the vast majority of content – 25% of US adults produce 98% of the content in this group. 📹 Around half of adult TikTok users in the US have never posted a video themselves. 📰 A growing share of people get their news from TikTok. 🤝Users who post on the platform tend to be more active in general – they engage more and utilise other features. 💡 The majority of users find their For You page interesting, with 40% finding it ‘extremely interesting’. What does this mean for B2B comms in the TikTok space? - It’s not a totally saturated space – accounts that commit to regular posting within their given niche don’t have as much competition as it might seem. - The algorithm works – if you are producing relevant, high-quality content, the algorithm will push it onto the right feeds. - People are using TikTok for news and education, and accounts that provide users with unique answers to their questions will be rewarded. Learn more: https://lnkd.in/e5qPkwbT 

Is this new data from Pew Research Center more evidence that TikTok simply isn't a social media platform? 👀 📉 The median U.S. adult user follows 154 other accounts but has just 36 accounts who follow them – and has received no likes from other users 🔎 Only 40% have posted videos that are publicly visible ✒️ The typical user has not added any information to the “bio” field on their account 💡 The top 25% of U.S. adults on TikTok by posting volume produce 98% of all publicly accessible videos from this group(!) This information combined with the push on TikTok shop feels like the end of the platform as social media and it becoming just pure media - and needing to be treated in the same way. Where does TikTok sit in your marketing strategy? Consumption or collaboration? #marketing #tiktok #socialmediamarketing

New data from Pew Research sheds light on how Americans interact with TikTok. While the insights are intriguing, it's important to note the sampling size -- a tiny fraction of TikTok's massive audience. Check out the highlights: 1️⃣ The top 25% of U.S. adults on TikTok create nearly all publicly accessible content from this group. Talk about content powerhouses! 2️⃣ Around 52% of U.S. adults have posted a video on TikTok, but most users prefer their "For You" feed over their own following list. 3️⃣ TikTok's algorithm-defined experience is a hit, with 85% of users finding their "For You" page content interesting. What's your take on TikTok's influence? Share your thoughts! 💬 https://pewrsr.ch/42R4T3w #FridayPonder #TikTokTrends #PewResearch #SocialMediaInsights

Of course, as soon as I post my #fridayfive I find an article that's fascinating. Pew Research Center has an article on TikTok usage by age. The answer...there's not a heck of a lot of difference in usage. The big stat: 25% of TikTok users produce 98% of the content. Everyone else is just there to observe. Check out the article here: https://lnkd.in/eAiAvZcE #consumerinsights #socialmedia #foodservice #foodandbeverageindustry #trends #tiktok

The most active 25% of U.S. adult TikTok users produce 98% of public content 🤯  This according to a new Pew Research Center study analyzing the survey responses and on-site behaviors of U.S. adult TikTok users It’s not shocking that most social media users are consumers and not contributors. Early researchers of social media coined the “1% rule” meaning 1% of people create online content, 10% engage with the content, and the remainder just view it. Now that's fairly outdated at this point given when it was coined platforms like TikTok didn't even exist, but it’s still interesting to see the volume of content the top 25% make up, and that 48% of adult TikTok users have never posted a video at all. It's also interesting that the posting behaviors of younger adults do not stand out dramatically from other age groups. I would have expected different stats by age. Check out the full report, there's some really interesting nuggets in there. #influencermarketing #socialmedia #creatoreconomy

New Pew Research Center data on TikTok usage in the U.S. just dropped! To be honest, the dataset is based on survey responses from 2,745 U.S. adult TikTok users, coupled with usage data from 869 individuals who volunteered their account handles for research. Now, it's essential to note the scale - it's a tiny fraction (0.0018%) of TikTok's 150 million U.S. user base. One standout stat: the top 25% of U.S. adults on TikTok are responsible for a staggering 98% of publicly accessible videos from this group. While this echoes the pattern on other platforms, TikTok's participatory nature incredibly amplifies engagement for these creators and users. TikTok's unique algorithm-defined experience takes center stage. The majority of participants find more value in their "For You" feed than in their following list. This mirrors a broader shift in social media towards algorithmic content discovery. An overwhelming 85% of TikTok users find content on their "For You" page at least somewhat interesting, with 40% deeming it extremely or very interesting. Only 14% find it not too or not at all interesting, highlighting TikTok's success in captivating its audience. 🤔 However, I wonder if the sampling methodology reflects the data's representativeness, especially given TikTok's young and broader user base. https://lnkd.in/dhqWdUQc

Check out this fascinating article about how U.S. adults use TikTok! It reveals that only a small group of users create most of the content, while the rest mainly enjoy watching. Discover how this insight could revolutionize advertising strategies and engage audiences like never before! https://lnkd.in/gRaYPz4Y