Social: What percent of social media content is political in nature?

Pew Research (2024) found that:

• 6% of posts on Facebook and 8% on Instagram were political in nature.
• 12% of posts on X (formerly Twitter) contained political content.
• TikTok had the lowest share, with under 5% of posts being political.

Most political posts come from a small group of social media users

Pew Research (2020):

• 9% of adult social media users say they often post or share political or social issues.
• 70% say they rarely or never do so (40% never, 30% rarely).

Political content tends to get more views and engagement

Emotional intensity drives engagement: A Tulane University study found that political outrage—especially content that challenges users’ beliefs—leads to higher interaction rates. This “confrontation effect” means people are more likely to comment, share, or react to posts that provoke disagreement.

• Algorithmic amplification: Platforms like Facebook, X, and TikTok prioritize content that generates clicks, shares, and comments. Political posts often outperform lifestyle or entertainment posts in these metrics, especially during election cycles or major news events.
• Polarization fuels virality: Posts that tap into divisive issues (e.g., immigration, healthcare, elections) tend to spread faster because they activate tribal identities and moral urgency.

Most users rarely post about politics, but the few who do are often highly active and influential, creating a distorted perception of political saturation.