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How publishers hope to attract the TikTok generation

February 1, 2023

Publishers including Vice, the BBC, and The Washington Post have added teams of TikTok, Instagram, and other social platform “specialists” to their editorial staffs in hopes of attracting a younger demographic. TikTok is currently getting the most attention as a platform for gathering and sharing news, with an increasing number of politicians using it to announce their campaigns. Some publications have launched their own TikTok studios, following a trend already established by advertising agencies. While the specific ways social platform teams operate vary among publications, commonalities include:

• Investment is primarily in salaries.
• The specialists need to understand the platform algorithms and be skilled at online storytelling.
• There is an emphasis on improving production values in online posting.

Read more of the Digiday story here. 

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