Research done by the team at SafetyDetectives has been posted that measured how the news of the TikTok ban in the US affected major accounts and analyze how different strategies led to growth or decline across platforms.Despite it being a short ban, they found that the news produced surprising effects. Some of their key findings were:
- Of the 30 accounts included in their research, half gained followers after January 19, while the rest experienced neither loss nor gain. Of the other 14 accounts that gained followers after the temporary suspension, half are news outlets while high-profile celebrities and brands showed little to no gain.
- Surprisingly, more accounts suffered engagement losses on Instagram than on TikTok. Accounts lost a combined total of 8.1 million in average likes (versus TikTok’s 7.7 million) and 104,000 in average comments (versus TikTok’s 159,000).
- Only 8 of the accounts included in their study experienced growth on Facebook during this period, and Amazon was the only one to lose followers, while the rest maintained stability.
- As on TikTok, none of the accounts included in their study lost followers on YouTube. Not surprisingly, the top 5 accounts include a professional YouTuber, a streamer, and 3 musicians.
The temporary suspension of TikTok highlighted how different platforms, while typically offering the same basic capabilities, won’t necessarily cater to the same categories of content. For creators, brands, and social media managers, this reinforces the importance of understanding your target audience and meeting them where they are.
You can access their report here: https://www.safetydetectives.com/blog/tik-tok-ban-research/
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This entry was posted on February 10, 2025 at 11:43 am and is filed under Commentary with tags Safety Detectives. You can follow any responses to this entry through the RSS 2.0 feed.
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TikTok Ban: Cross-Platform Trends in Reach and Engagement
Research done by the team at SafetyDetectives has been posted that measured how the news of the TikTok ban in the US affected major accounts and analyze how different strategies led to growth or decline across platforms.Despite it being a short ban, they found that the news produced surprising effects. Some of their key findings were:
The temporary suspension of TikTok highlighted how different platforms, while typically offering the same basic capabilities, won’t necessarily cater to the same categories of content. For creators, brands, and social media managers, this reinforces the importance of understanding your target audience and meeting them where they are.
You can access their report here: https://www.safetydetectives.com/blog/tik-tok-ban-research/
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This entry was posted on February 10, 2025 at 11:43 am and is filed under Commentary with tags Safety Detectives. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.