Published by the Reuters Institute for the Study of Journalism with the support of Google and the Google News Initiative. [...] In all cases, we noted the follower numbers for each brand and, in the case of the most successful, we also measured the average views from the last 50 posts and the date when they joined the platform. [...] What Strategies are Publishers Pursuing on TikTok? This research has identified two main approaches to news content on TikTok: a ‘creator-first strategy’, which often involves a team of younger specialists – or hosts – who are native to the platform, and a ‘newsroom-led approach’, where the story is the star and the talents of a wider group of journalists are showcased. [...] The team puts its success down to the lack of competition at the time, strong visuals, and the simplicity of the language. [...] The challenge is how to balance the personality of the creator with the brand they are trying to represent.
- Pages
- 38
- Published in
- United Kingdom
