Feb 22, 2024 - Business

Only half of TikTok users actually post on the platform, report finds

Share of U.S. adults using TikTok who have posted on the platform
Data: Pew Research Center; Chart: Erin Davis/Axios Visuals

The top 25% of TikTok users produce 98% of the public videos found on the platform, according to a report from Pew Research Center.

Why it matters: Americans are flocking to short-form video platforms like TikTok for news and information, which means a small number of active users have increasing influence.

State of play: Pew Research surveyed 2,745 U.S. adult TikTok users in August 2023 and found that while one-third of adults are on TikTok, only about half actually post content on the platform.

By the numbers: Users between the ages 35-49 are are more likely to post on TikTok than other age demographic, according to the report.

  • Roughly half of users between the ages of 18-34 have never posted and 70% of all users lack information in the bio of their accounts.
  • Users that do post have put up a total of six public videos and received an average of 149 "likes" in return.
  • Meanwhile, 49% of users have never received a "like" and the average adult is followed by just 36 accounts.

Between the lines: This signals that most content is discovered through the "for you" page, and 40% of users say this content is either extremely or very interesting to them.

The big picture: This is in line with user habits across other social media platforms as well, says Samuel Bestvater computational social scientist for Pew.

  • Yes, but: Other platforms see some type of posting — whether it's a short tweet or Facebook status update — while TikTok sees little to nothing.

What they're saying: That's likely due to the platform's barrier to entry, says Bestvater.

  • "If I were to speculate, I would say that a big part of that is because creating videos is a more involved process than just typing out a tweet — and that could be a big part of what's driving that difference in posting behavior."

Go deeper ... Americans flock to TikTok for news.

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