TikTok has increasingly become a space for quick information consumption, but audiences still clearly distinguish between viral content and credible information.
TikTok has long outgrown its original role as an entertainment platform. Today, it is a place where users discover trends, comment on current events, and increasingly access daily news. Its short-form video format and algorithm-driven feed have significantly changed the way younger generations consume information.
The results of the May Dialog Vox Populi survey show that half of the respondents at least occasionally follow daily news through TikTok. Seventeen percent do so frequently, while one-third never follow news on the platform.
Most often, news reaches them through the “For You” feed. As many as 80% of respondents say they receive information through the algorithm itself, while a smaller number actively follow media outlets or journalists. In other words, content appears spontaneously, without users actively searching for news.
TikTok’s greatest advantage as a news source is speed. As many as 43% of responses identify speed as the platform’s main value, while some users highlight the convenience of short-form content and “on-the-go” consumption.
However, trust remains a key challenge. Only 7% of respondents fully trust the news they see on TikTok, while half say they trust it only partially. More than 50% believe news on the platform is presented sensationalistic, and 31% perceive the content as superficial.
Although users follow foreign media outlets more often than domestic ones, traditional media organizations still enjoy the highest level of trust. As many as 63% of survey participants choose them as their preferred source of news on TikTok, while only 13% prefer influencers.
Social issues and lifestyle content attract the most interest, while audiences most prefer short news summaries adapted to fast scrolling habits.
The survey results show that TikTok is becoming an important channel for fast and easily accessible information, but also that audiences are increasingly able to distinguish visibility from credibility. In an environment where information is delivered within a few seconds of scrolling, trust in the source of news becomes more important than the speed of the information itself.
And be always updated with news from Dialog.
When a brand and an influencer know from the outset what they want to achieve, the collaboration becomes more straightforward, and the content is more likely to achieve the campaign’s objective.
The biggest box office hit of the year and the talk of the summer is Christopher Nolan's The Odyssey. How did this blockbuster become the season's defining cultural event?
From good intentions to sustainable habits – what stands between us and real change?