Audience Overlap Spotlights TikTok’s Cultural Import

The following is a selection from Brandon Katz of Greenlight Analytics

Though we're long past a time when TikTok was considered an exclusively "young" platform that existed apart from the rest of culture and social media, it's still worth digging into just how big it is relative to counterparts. Data from Greenlight Analytics recently took at look to compare TikTok to the rest of the field, and the primary takeaway was how high its overlap across social.

• TikTok and Instagram overlap by 102.5 million U.S. adult users – which is ahead of all other social media platforms (YouTube is closest at a 96.3 million-user overlap.
• For Gen Z, the overlap is much closer, as the majority of that generation's social media users are on ALL of the platforms Greenlight investigates; meaning overlap is closer to 1-to-1 across the board.
• Millennials are less likely to be on TikTok and more likely to be on LinkedIn, but the point still stands: TikTok's cultural import is not on the fringes, but at the center of the cultural conversation.

[Read more around TikTok's audience overlap at TVREV]