The usage patterns of TikTok among US adults are highly focused on a specific group of users, as highlighted in a recent study by the Pew Research Center. This analysis reveals that a small percentage of US adult TikTok users who shared their valid handles were responsible for nearly all publicly available content on the platform.
In contrast, a significant portion of adult users have never posted a video, and the average user has not provided any information in their account's bio section.
This study brings to mind previous research conducted by Pew about Twitter, which showed a similar concentration of activity among a small number of users. While TikTok is more popular among younger adults, the youngest users are not necessarily the most active on the platform. Interestingly, users aged 35-49 showed the highest rate of video posting compared to other age groups.
Analysis of user profiles with valid TikTok handles revealed interesting insights. The median user follows 154 accounts but has only 36 followers. Additionally, about half of the users have never received a like on their content. Users who actively post on TikTok are more likely to provide bio information and engage with other accounts they follow compared to non-posters. They also have higher follower counts, despite not being heavily active in terms of video uploads.
The study indicates that TikTok boasts high engagement rates among adult users, with 85% finding the videos on their "For You" page interesting to some extent. Younger users show a greater interest in their personalized content, with nearly half of 18-34-year-olds finding it extremely or very interesting compared to older age groups.
For more detailed insights, refer to the full report based on a survey conducted in August 2023 among 2,745 US adult TikTok users, with 869 providing valid TikTok handles for in-depth behavioral analysis on the platform.
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However, TikTok can be a game-changer for businesses, and here's why:
1. It's got a huge user base worldwide, which means your business can reach a ton of people.
2. The engagement levels are off the charts - likes, comments, shares, you name it, which is great for getting noticed.
3. Stuff on TikTok can go viral super easily. This means big exposure without needing a big budget.
4. It's the go-to app for the younger crowd (think Gen Z and young Millennials), so if they're your target market, you're in luck.
5. You can really show off what your brand is all about in a fun way. It's less formal and more about connecting.
6. Working with TikTok influencers can help you tap into specific audiences pretty effectively.
7. Plus, just watching what's trending can give you tons of insights into what your customers might be into.