TikTok users in the U.S. frequently follow content creators, though most don’t refer to themselves as “influencers.” These creator accounts make up about half of all followed accounts and typically gain their audience through social media rather than offline fame.
Most followed creators have between 50,000 and 499,999 followers, while only 10% have over a million. Popular creators post more often, produce longer videos, and frequently share promotional content, while less popular creators post less frequently and discuss news and politics more.
Nearly all creators fill out their bios, with top accounts more likely to include external links, often using Linktree. Despite being called influencers, fewer than 1% of creators use that label in their bios.
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