An indication of why TikTok is so successful is provided by the infographic using data from the Statista Global Consumer Survey. According to this, the short video platform is particularly good at getting its users to interact – among social media experts this means “engagement?”. Of the more than 4,000 social media users surveyed, 71 percent stated in the months to have followed other accounts on social networks before the survey – among the approximately 1,700 TikTok users it was around 82 percent.
Composing messages and comments as well as liking and sharing posts also seems to be easier on TikTok. These engagement values are also about five to seven percentage points above those of the overall social media cosmos.
One of the most important concerns of companies like Instagram, TikTok and Twitter is that the users of the respective platform diligently create and post content to breathe life into the medium. In this metric, TikTok clearly outperforms the social media average: 65 percent of TikTok users have stated that they post – eleven percentage points more than the average. Trends that are easy to replicate motivate the mostly young users to keep spreading content. The high level of engagement is also reflected in the proportion of passive users, which is only half as large as the broad mass of users of social networks.
