TikTok is rapidly becoming a go-to platform for many users, but a new study reveals that the dominance of pop culture far outweighs any political discourse. With major social platforms taking different approaches to political content, TikTok stands out for its entertainment-driven focus.
TikTok’s Meteoric Rise and News Engagement
TikTok continues to grow at an impressive pace, amassing millions of users in the United States. However, despite this surge in popularity, political discourse and news-related content remain rare on the platform. According to a study by the Pew Research Center, news and politics account for less than 1% of the accounts followed by U.S. adults on TikTok.
The study reveals that around half of all accounts followed by American adults on the platform are influencers and creators who primarily focus on entertainment, lifestyle, or other pop culture themes. Meanwhile, only a small fraction of the accounts, approximately 10%, share content related to news and politics. Even though TikTok is growing as a news source, these findings indicate that users are not primarily turning to the platform for political updates or current events.
Comparing TikTok to Other Social Platforms
In contrast to TikTok, Pew’s previous research into other social media platforms shows a somewhat higher presence of political and news-related accounts. For instance, in a 2022 study of X (formerly known as Twitter), 1% of the followed accounts were political figures, while 3% were media outlets and journalists. Although these figures are small, they are still higher than the 0.4% of political and media accounts followed by U.S. adults on TikTok.
This distinction positions TikTok as a unique platform where entertainment and influencer culture thrive, while politics takes a back seat. Yet, this doesn’t mean that political discussions are absent from TikTok. Pew’s study highlights that 43% of users followed accounts that occasionally touched on political or current event topics, showing that political engagement does exist, albeit not in the form of dedicated news accounts.
The Influence of the “For You” Algorithm
A key factor in TikTok’s content delivery is its “For You” algorithm, which plays a pivotal role in shaping the viewing experience. Unlike platforms like Instagram and Facebook, which predominantly show content from accounts users follow, TikTok’s algorithm introduces users to a wide array of videos from creators they may not be following. This allows users to discover new content and engage with trending topics, including political events, even if they don’t actively follow political figures or news outlets.
Even though influencers and celebrities on TikTok might not prioritize politics in their regular content, their occasional engagement with political issues can have a notable impact, particularly in an election year. This is where TikTok’s influence on political engagement becomes clear.
Celebrity Endorsements and Political Influence
Celebrities and influencers have long played a powerful role in shaping public opinion, and social media has amplified this effect. A recent study by Harvard’s Ash Center for Democratic Governance and Innovation underscores the tangible influence of celebrity endorsements on political participation.
For example, in 2023, Taylor Swift urged her Instagram followers to register to vote, which led to 35,000 people signing up. Ariana Grande also made voter registration a feature during her Sweetener tour in 2019, resulting in 33,000 new voter registrations. Similarly, YouTuber David Dobrik’s Tesla giveaway in exchange for voter registrations led to 128,000 people checking their registration status or signing up to vote.
These examples highlight the growing intersection of pop culture and political activism, where figures from entertainment can drive significant civic engagement.
Instagram’s Move Away from Politics
While TikTok’s algorithm continues to push a mix of content, including occasional political videos, Instagram has adopted a different approach. Meta, Instagram’s parent company, has been actively deprioritizing political content on its platforms. Early in 2024, Meta stopped proactively recommending political content on both Instagram and its newer platform, Threads. This decision sparked backlash from political creators, who rely on the platform to reach a wider audience.
As a result, political posts on Instagram and Threads are now less likely to be shown to users who don’t already follow these accounts. This approach contrasts sharply with TikTok’s more open-ended content discovery, allowing TikTok to remain a space where pop culture continues to thrive while political content remains on the periphery.
TikTok’s Uncertain Future Amid Regulatory Concerns
As TikTok’s influence grows, so too do concerns about its ownership and the potential sway of its Chinese parent company, ByteDance, over American users. The platform is currently facing increasing scrutiny and potential bans due to worries about its impact on national security and data privacy. With over 170 million Americans using TikTok, the app’s future in the U.S. remains uncertain as policymakers debate its potential risks and benefits.
Conclusion
As TikTok’s rise continues, it remains firmly rooted in pop culture, with politics playing a minor role on the platform. While some users encounter political content through TikTok’s For You algorithm or influencer endorsements, the platform largely prioritizes entertainment. This trend reflects a broader shift in how social media platforms engage with politics, as TikTok, Instagram, and others adopt different strategies for balancing entertainment with civic engagement. As the 2024 U.S. elections approach, TikTok’s evolving role in political discourse will be one to watch.
