From being underestimated by many to becoming a pivotal arena for digital strategy, here’s the story of how publications cracked the code, so you too can apply these insights and harness the same success:
The Early Days of TikTok and Publications’ Initial Hesitance
The platform first operated under the mantle of Douyin, which had been the result of the strategic merger of two influential platforms: Musical.ly (the user-friendly, lip-syncing app) and Douyin (the short-form video platform).
This combination proved to be quite the hit in the Chinese market, particularly with younger users, who felt empowered to create, regardless of their experience and without the common limitations of social media. In turn, it led to experimental comedic skits, dance challenges, and viral one-liners, further enticing others to try and partake of the popularity pie.
Due to this success, the app’s creators decided to take a leap and launch globally as TikTok in September 2017. By 2022, it had become the #1 most downloaded app in the world.
Initial Skepticism from Traditional Publications
Many traditional publications — broadsheets and big publication names clocknig decades in the industry – initially doubted the platform’s versatility to educate a diverse audience. Rightly so, these entities perceived the app solely as a source of frivolous content, with its dances and lip-sync battles, which was a world away from the seriousness of journalistic reporting. The platform’s popularity also came at a time where, in certain parts of the world, traditional media was still lukewarm towards a digital shift.
Traditional publications underwent a seismic shift in perspective when they noticed TikTok’s explosive growth and ability to cultivate a deeply engaged audience. To them, this was an opportunity to bridge the gap with younger demographics and expand their digital footprint.
So forward-thinking publications took a daring leap and began their exploration, paving the way for a new chapter in journalism.
Understanding the TikTok Algorithm: The Game Changer for Publications
TikTok’s algorithm revolutionized the way publications operate because, unlike traditional platforms where follower count heavily influenced reach, the platform prioritized content relevance. This leveled the playing field and made it easier for publications (large and small) to have their content pushed to a larger audience.
Related: TikTok Triumph: The Power of Virality in Brand Marketing
Content Strategy: How Publications Excel on TikTok
Publications quickly learned the language of TikTok to efficiently and effectively navigate it. This included the understanding that engaging, original content reigned supreme. So they crafted videos that struck a perfect balance of informative and captivating to appeal to the diverse user base. This meant actively participating in trends and challenges, like having news anchors dancing to viral songs or posting funny newsroom BTS (behind-the-scenes) bloopers.
The Impact of TikTok on Publications’ Audience Growth and Engagement
TikTok has played a significant role in driving traffic to publications’ primary platforms. Those who adapted early were able to witness remarkable success, with some outlets even experiencing explosive growth in followers and engagement overnight.
One clever trick these publications employ is offering a teaser of their content on TikTok. This entices viewers to visit their websites for the full story while leveraging the platform to boost their overall digital strategy.
Monetization and Partnership Opportunities on TikTok for Publications
TikTok boasts a diverse range of monetization features, such as in-app purchases and brand partnerships that enhance existing content and unlock new revenue streams.
To leverage this, publications strategically team up with established TikTok influencers to expand content reach, drive engagement, and build brand awareness among a new audience.
Challenges and Criticisms Faced by Publications on TikTok
Navigating new platforms is not without its challenges. Just as publications needed to overcome hurdles as they were beginning to transition to popular social media platforms like Facebook, Instagram, and Twitter (now X), TikTok brought its own slew of considerations.
Upholding Journalistic Integrity
Aiming for virality while upholding journalistic integrity requires a delicate, thoughtful approach. This means not succumbing to the practice of clickbait titles, misleading visuals, and skewing data to garner engagement. Instead, publications should create honest headlines that pique curiosity and implement creative formats that keep viewers engaged because by doing so, they’re able to build a loyal audience that seeks their expertise.
Dealing with the Fast-Paced Nature of TikTok Trends
TikTok trends move at lightning speed, which requires publications to be agile and responsive in their content strategy to stay relevant. It’s a demanding task, but the reward is relevance and remaining a fixture on the platform.
Addressing Concerns Over Misinformation
As with any social media platform, TikTok is not immune to the spread of misinformation. Publications on TikTok must be vigilant in fact-checking and verifying the information they share, upholding their responsibility to provide accurate and reliable content to their audience.
The Future of Publications on TikTok
As the competition increases, publications will likely need to refine their approach, such as exploring new storytelling techniques and formats or incorporating trendy augmented realities and engaging live streams. These strategies inject freshness and keep audiences actively engaged, especially with the platform’s ever-changing dynamics.
Traditional media’s foray into TikTok marked a seismic shift in how publications operate and share news. This adaptation was needed to continue relevance and compete effectively in the digital-first world. After all, the future favors the bold, and embracing new formats unlocks not only a new generation of audiences but also monetization.
And as your brand adapts, make sure your message and campaigns adapt, too. Work with us at NGP-IMC for a comprehensive, integrated plan across all relevant media touchpoints and new platforms.
Harmony Adiao-Carrillo is the editorial lead of NGP-IMC.
