Data Point: 32% of professional organizations have inactive YouTube accounts
Instead of leaning into video content creation, many organizations simply opt out – leaving existing accounts inactive.
Data Point: 4 million gamers contributed to microbiome research in Borderlands 3
Crowdsourcing is hardly a new concept, but the Borderlands Science mini-game reached millions of people thanks to its integration into Borderlands 3.
Data Point: 98% of videos on TikTok come from the most active 25% of users.
Have you ever heard the saying, “Twitter isn’t real life?” You can probably say the same about what you see on TikTok, given the concentration of high-visibility content among a small percentage of accounts and a vanishingly small number of videos.