New data reveals some insight on the behavior of TikTok users in the US. 

Pew Research released a study that found:

• Most of TikTok content is produced by only a small percentage of users, with 98% of content that is publicly accessible being posted by the top 25% of adult TikTok users in the US.
• Typical TikTok users rarely or never post. 50% of adult users have never posted a video on the platform, and many have never added information to their bios.
• Posting behaviors of younger users doesn’t vary a lot from those of other age groups. While 18-24 year olds are more likely to use TikTok than older groups, their behavior remains similar to other groups.
• The most active users are those who have posted videos, because they follow more users and have more of their own followers. They typically have filled out their bio and consider the content of their “For You” page very interesting.
• 40% of users find their “For You” page very interesting or extremely interesting.

Pew surveyed 2,745 US adults for their study.

Other data found that brand engagement on TikTok has been declining. As more users are added to TikTok, the competition is increasing for brands to be noticed in the “For You” feeds of users. Findings include:

• Average brand content engagement has decreased over the past year, down to 2.63% from 5.69%.
• Post interactions are down by 26% since the highest numbers occurred in early 2022. Instagram interactions have also declined, along with TikTok.