News publishers must leverage TikTok to reach younger audiences in 2022

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February 02, 2022, 3:47 PM GMT+0

The ByteDance-owned short video platform has more than 1 billion users worldwide, nearly half under 24 years old.

Publishers take TikTok as an entertainment platform, thinking young people do not necessarily want news. Contrary to the stereotype, young people are passionate about the world and want reliable information. But, publishers looking to reach younger audiences underestimate this platform, 41% of whose users are aged between 16 and 24. Many of these young users turn to TikTok for both information and entertainment.

TikTok bagged a million monthly users in just four years – twice the speed of Facebook and Instagram. These numbers compelled editors, directors and owners of news outlets that TikTok is one of the best-suited channels to reach younger audiences. Because of its emphasis on authentic content on TikTok, established publishers like Sky News asks its reporters to share their behind-the-story candid clips on TikTok.

The key to finding success on this platform is to follow trends closely and gain an understanding of the format. Journalists can also apply for the platform’s blue-tick verification and leverage quick editing tools to reach audiences beyond their follower’s list. Additionally, they can utilise the platform to connect with audiences and tell the story in a manner that does not feel “patronising or condescending.”

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