TikTok users rely on content creators for news
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More Americans are flocking to TikTok for news and information, but they aren't necessarily following media organizations or journalists on the platform, according to a new report from Pew Research Center.
Why it matters: Instead, they are relying on creators, entertainers and influencers to deliver the news — even as mis-and-disinformation campaigns continue.
State of play: More than half of Americans say they at least sometimes get news from social media platforms, according to Pew.
- Among those who use TikTok, 52% regularly get news there, up from 22% in 2020.
- About 4 in 10 Americans between the ages of 18-24 discover news from the app.
- Instagram LinkedIn, Twitch and Nextdoor are also gaining traction as news sources.
By the numbers: Given the personalized nature of the TikTok algorithm, Pew examined 227,946 accounts to better understand the following habits of U.S. adults across the platform.
- The report found that close to half of accounts with U.S. followers were mid-tier influencers or creators, while 38% were smaller accounts — like friends or family members — and 2% were celebrities, brand accounts and spokespeople.
- Less than 1% of accounts with U.S. followers on the platform were journalists or media entities.
Between the lines: Creators often reference mainstream media coverage or news stories in their content, so traditional news does reach TikTok users even if they aren't following specific journalist or publication.
What they're saying: "To the extent that people are getting news about politics or current events on TikTok, it is coming from people who don't necessarily look like traditional journalists, and it's probably interspersed with a lot of very non-traditional content — like skits, funny dances or promotional content, " says Aaron Smith, managing director of Pew Research Center's data labs.
- "It speaks to this broader notion that people's world news or politics comes as a side dish to their main course of gossipy entertainment news and the content of the creator that they happen to be interested in."
Yes, but: Some legacy media outlets — like the Washington Post, CNN, ESPN and MSNBC — do have millions of followers on the app.
- Meanwhile, CNN correspondent Max Foster has amassed 1.2 million followers, while independent journalists like Cleo Abram and Taylor Lorenz have more than 1.5 million and 500,000 followers, respectively.
- However, these numbers are small compared to the accounts of internet creators like Khaby Lame (162.8M) or Mr. Beast (104.5M) and celebrities like Will Smith (75.1M) or Selena Gomez (58.2M).
What to watch: Social media remains a hotbed for the spread of mis-and disinformation, with many looking to local and legacy news in times of crisis.
More on Axios: Americans flock to TikTok for news
