Popular TikTok accounts less likely to post about news and politics but more likely to post promotional content | Pew Research Center

October 4, 2024

Who U.S. Adults Follow on TikTok

Popular TikTok accounts less likely to post about news and politics but more likely to post promotional content

Popular TikTok accounts less likely to post about news and politics but more likely to post promotional content

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Popular TikTok accounts less likely to post about news and politics but more likely to post promotional content

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Who U.S. Adults Follow on TikTok
A majority of accounts followed by U.S. adult TikTok users post about pop culture and entertainment, far fewer post about news and politics
Influencers and internet celebrities dominate the 100 accounts followed by the largest share of U.S. adults on TikTok
Popular TikTok accounts less likely to post about news and politics but more likely to post promotional content
More than half of accounts followed by U.S. adult TikTok users post about entertainment and pop culture % of accounts followed by U.S. adult TikTok users that post about about entertainment and pop culture
A majority of accounts followed by U.S. adult TikTok users are creators, influencers and internet celebrities
Younger adult TikTok users follow more – and more popular – accounts
TikTok accounts that post about news or politics often discuss other topics as well