What Makes Social Media Content Relevant?

 Which qualities make social media content feel culturally relevant? Or relevant to individuals? What impact does using slang and referencing big cultural moments have on perceived relevance?

To find out, WARC and TikTok conducted a survey in August 2024 among social media users in Australia, the United Kingdom, and the United States.

Respondents say the top things that make social media content feel culturally relevant are when the pieces provide updates on trending topics, showcase topics/issues that are happening at the moment, and incorporate the latest trends.

Respondents say the top things that make social media content feel personally relevant are when the pieces use humor that they find funny, are about topics they're interested in, and incorporate their hobbies/passions.

Respondents age 18-24 are more likely than older respondents to say social media content is relevant if it uses the jargon/slang of communities they're part of.

Respondents age 25-45 are more likely than younger respondents to say social media content is relevant if it is aligned to significant cultural moments.

About the research: The report was based on data from a survey conducted in August 2024 among social media users in Australia, the United Kingdom, and the United States.

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