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A new study from the Pew Research Center shows that adults on TikTok are hesitant to look at the camera. A survey of 2,745 adults who use TikTok revealed that 48% of respondents have never posted a video, and a typical user has not even updated their bio.
It’s not uncommon for people to prefer staying hidden on social media rather than creating original content. In fact, early researchers of social media “1% ruleTo explain how we connect on the Platform. The idea was that 1% of people create content online, about 10% of people will engage with the content and the rest will view it. The concept is a bit old – it was proposed in 2006, when YouTube was only a year old, and TikTok didn’t launch for over a decade. But the prevailing thought is true: it is much more common to remain hidden online than to post. Just think, how many of your friends watch YouTube and how many of them post videos?
Researchers might have expected that many TikTok users would not post frequently, but the extent to which this is true is surprising. The study’s lead author, Samuel Bestwater, told TechCrunch that “the level of non-posting on TikTok is actually quite shocking” compared to other platforms. another study In 2021, Pew revealed that nearly half of American adults post on Twitter five or fewer times a month. But on TikTok, roughly the same percentage of users didn’t post at all.
Hiding on TikTok may be more common than hiding on Twitter because writing a brief thought is less intimidating than recording a video — you’ll never feel the need to put on makeup before tweeting. According to TikTok research, the top 25% most active posters were responsible for 98% of all public videos. Previous study on Twitter An almost identical statistic appears, showing that the top 25% of posters produced 97% of all tweets.
The study also found that age was not necessarily a factor in assessing the TikTok posting habits of adults. Participants aged 18 to 34 are more likely to use TikTok than participants aged 35 to 49, but in both age groups, nearly half of users have never posted. Another finding showed that 85% of TikTok users say they find the content on their For You page at least somewhat interesting. People who post on TikTok tend to make their algorithmic feeds very interesting.
This research comes as one third of US adults Say they use TikTok; Among the 18- to 34-year-old demographic, that percentage increases to 56%. Since the short video platform attracts a large user base, TikTok and its content creators carry a huge responsibility. there are more people Using TikTok as a news source More than ever, at a time when Traditional news outlets are shrinking, Over the past three years, the percentage of American adults who say they get news from TikTok has exceeded four times Up to 14%.
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