ON TIKTOK, POP CULTURE PREVAILS OVER NEWS AND POLITICS

Summary from the TLDR Marketing newsletter

While TikTok accounts focused on news and politics comprise less than 1% of those followed by U.S. adults, the platform is emerging as a news destination. About 50% of followed accounts are influencers and creators, with only 10% sharing content related to politics and news. Despite the low percentage of political accounts, 43% of TikTok users follow accounts discussing politics and current events, and celebrity endorsements have proven to boost voter registration efforts.