Rootcause launches latest research on political TikTok alongside Campaign Lab

Produced in partnership with Campaign Lab, ‘Beyond the scroll: What did we learn from 60,000 UK Political TikToks?’ examines political discourse on TikTok and offers insights for progressive voices on how to share their message with audiences on the wildly popular video sharing platform.

TikTok has a famously opaque algorithm but by using innovative AI-powered collection and classification methods, we were able to build a sample of over 13,000 videos with more than three quarters of a billion plays.

Insights revealed at the event include that over 20% of TikTok users regularly use the platform for news and current affairs - and, contrary to popular belief, they have a strong appetite for factual information.

The event was chaired by Hannah O’Rourke from Campaign Lab. Our Founder Jonathan Tanner was joined on the panel by the report’s lead author Dr John Bryden and Anisha Chowdhury, communications strategist and member of the Rootcause Advisory Board.

You can watch the video below or download the report here.