TikTok Is Now a News Platform. Act Accordingly.
One in five U.S. adults now get their news on TikTok.
One in five U.S. adults now get their news on TikTok. A quarter of adults aged 30 to 49 say they do the same. This is no longer a youth trend, but a shift in how people encounter information.
Five years ago, TikTok was a rounding error in surveys. Today, it competes directly with Facebook, Instagram, and X for public attention. That’s not simply a social media story. It’s a change in the information ecosystem. For advocacy professionals, this means that the content shaping public perception now circulates in places most organizations have no plan to reach.
If your employees, members, or supporters use TikTok, they’re not just watching videos. They are forming views about issues that affect your mission. When your organization is absent, others define those conversations for you. This isn’t about chasing silly trends – it’s about sharing your side of the story where your audience becomes informed.
TikTok’s algorithm rewards consistency and volume. Occasional content does not build presence or credibility. The most effective approach is to maintain a steady pipeline of adaptable material—short clips from events, podcasts, or leadership commentary—that can sustain engagement over time.
Advocacy teams should treat TikTok as part of their information strategy, not their social strategy.