Why it matters: TikTok has grown 1,200% since 2018 (11.2 to 150 million active users). Despite this meteoric rise, it still boils down to the few who matter most (just like radio listening).
According to Pew Research Center, 75% of TikTok users create just 2% of the content. That means 25% of the users in the U.S. generate 98% of the content.
What does it take to be part of this prolific user segment? 7 posts. That’s not posts per week or per month. That’s 7 posts ever.
Digital media platforms just like local media are predicated upon the few who matter most.
The impact of small groups can be found across your own data sets: in your ratings, your streaming numbers, time-shifted consumption, podcast downloads, station app usage and group contest players.
We help clients recruit, identify and super-serve the few who matter most to your success.
Let’s go further, faster, together.
Go Deeper on these TikTok heavies with findings from Pew.
On behalf of Catherine Jung, Tony Bannon, Jen Clayborn, and everyone at DMR/Interactive, thank you for driving radio forward.
Onward,
Andrew Curran
President and CEO
DMR/Interactive
DMR/Interactive: The End Result 