TikTok’s Content Landscape: Entertainment Trumps News and Politics
While TikTok is growing rapidly as a news source for some users, a recent Pew Research Center study reveals that news and politics accounts make up less than 1% of those followed by U.S. adults. Instead, influencers and creators dominate the platform, accounting for nearly half of all followed accounts.
Key Findings from the Pew Study
- News and Politics Content is Rare: Only 10% of followed accounts post about these topics.
- Comparison to X (Twitter): In 2022, Pew found that 1% of followed accounts on X belonged to political figures, and 3% to media outlets—still small but higher than TikTok’s 0.4% for media pundits and outlets.
- Indirect Political Engagement: Despite low follow rates, 43% of users engage with accounts that discuss politics and current events.
The Power of TikTok’s Algorithm
Unlike other platforms, TikTok’s For You Page (FYP) heavily surfaces content from accounts users don’t follow. This means even if political accounts aren’t widely followed, political messaging can still reach audiences—especially when celebrities or influencers weigh in.
Celebrity Influence on Political Engagement
A Harvard Ash Center study highlights how celebrity endorsements drive voter engagement:
- Taylor Swift: Her 2023 Instagram story linking to voter registration led to 35,000 new registrations.
- Ariana Grande: Her 2019 Sweetener tour voter booths resulted in 33,000 registrations.
- YouTubers Like David Dobrik: A Tesla giveaway tied to voter registration drove 128,000 sign-ups.
Contrast with Meta’s Approach
Meta has taken a different stance, deprioritizing political content on Instagram and Threads. This has sparked backlash from creators, as their posts may not reach non-followers.
TikTok’s Uncertain Future
Amid its cultural dominance, TikTok faces potential U.S. bans due to concerns over its Chinese parent company, ByteDance. The app boasts 170 million U.S. users, underscoring its massive influence despite regulatory challenges.
Why This Matters
TikTok’s algorithm-driven model ensures that even niche topics like politics can gain traction—but pop culture remains its beating heart. For marketers, journalists, and policymakers, understanding this dynamic is key to leveraging the platform effectively.
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