Tracing the rise of Russian state media on TikTok

Overview:

This article examines the growing influence of Russian state-affiliated accounts on TikTok and compares it with their presence on other social media platforms like Telegram and X (formerly Twitter).

• Russian state-affiliated accounts are leveraging TikTok's reach to disseminate state-backed narratives.
• Despite lower overall activity compared to other platforms, the engagement per post on TikTok is significantly higher.

Key Quotes:

• "Russian state-affiliated accounts have accelerated their use of TikTok since the start of 2024."
• "Posts pertaining to U.S. politics make up a small percentage of overall content shared by Russian state-affiliated accounts, but they represent a slightly higher percentage of total posts on TikTok than on X or Telegram."

What They Discuss:

• In 2024, 46 Russian state-affiliated accounts have increased their posting frequency on TikTok, with some averaging over 10 posts a day.
• TikTok posts from these accounts garner about 100,000 engagements each, far outpacing the engagement seen on other platforms like Telegram and X.
• Content tied to U.S. politics comprises a higher percentage of posts on TikTok compared to other platforms, with notable engagement in Spanish-language posts.
• Russian state-affiliated accounts focus on divisive issues in U.S. politics, such as debates over President Biden’s policies and reflections on U.S.-Russia relations.
• Despite challenges, TikTok's labeling of these accounts as “state-controlled media” varies, affecting public perception and platform response.

What They Recommend:

• The author suggests ongoing vigilance and proactive measures to counteract the spread of Kremlin-backed narratives on social media platforms.
• Further research is recommended to understand the trajectory and impact of Russian state messaging on TikTok, particularly in the context of upcoming elections.

Key Takeaways:

• Russian state-affiliated accounts are exploiting TikTok's extensive reach to target young, diverse audiences, especially through high-engagement, divisive content.
• The effectiveness of Russian influence operations on TikTok highlights the importance of monitoring and addressing state-backed propaganda on social media.
• Despite the high engagement rates, the overall share of political content from these accounts on TikTok remains relatively small, yet notably impactful.

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