Industry News
NEWS AND UPDATES FROM THE MEDIA INDUSTRY
How publishers hope to attract the TikTok generation
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.
#media #strategy #consulting
Is what workers want what businesses need?
Several recent surveys have concluded that investing in employees and their skills – rather than technology and data – can create a significant competitive edge for companies as the economy adjusts to the new realities of work. One analyst says that “when you take care of people and they work at their full potential, productivity follows” – estimating a 5% increase in revenue. Other findings include:
- An Accenture survey of CEOs and heads of human resources revealed that while most leaders believe talent is key to growth, they don’t think their companies have created conditions that sufficiently support human resources.
- A new Deloitte study found that only 25% of corporate leaders believed that their organizations are ready to make the workplace changes crucial to success, especially when it comes to recruiting young workers. The study also showed that 40% of Gen Z and Millennial respondents have refused a job offer or assignment because it conflicted with their values.
- In a recent Charter survey of business leaders, most said professional development and employee wellbeing are “unresolved priorities,” and believe their companies would benefit if human resources operated more strategically.
Read the Charter story about the studies here.
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Posting in the Post-Twitter Universe
Elon Musk’s Twitter takeover has led to many users leaving the platform. Digiday is providing a roundup of alternatives, including:
- Hive Social, where feeds are posted chronologically rather than by algorithm. While some analysts say it’s been helpful for small businesses it doesn’t target with ads, which can be a downside for marketers. Hive has also had some data vulnerabilities.
- Mastadon has feeds, trends, hashtags, and communities of interest similar to Twitter, and many users who were banned by Twitter have switched there. But some find the site difficult to navigate, and it doesn’t currently have advertising.
- Post.news, created in November, resembles Twitter in appearance. It’s described as “an outlet for premium news without subscriptions or ads,” and USA Today is the first publisher to sign on. But the platform’s full business model hasn’t been revealed yet, and there’s a long waiting list for potential users.
Digiday also covers Reddit, Discord, and Tumblr. Read more of the Digiday roundup here.
#media #strategy #consulting
