staged sketch comedy<\/a> featuring Senator Cory Booker and The Post\u2019s own Dave Jorgenson (senior video reporter), which went viral and was subsequently picked up by The Atlantic. Since then, Jorgenson and his team posted 1,918 videos (which works out at about 11 videos each week) and accumulated around 1.5 million followers and 69.9 million likes.<\/p>\nJorgenson explained that his team at The Washington Post tend to upload two TikToks per day, generally between 12 p.m. and 6 p.m. ET, in a bid to catch the early risers from the West coast, those throughout the day on the East coast, as well as people winding down in the evenings in the U.K. \u2014 its second biggest market.\u00a0<\/p>\n
\u201cYou\u2019ll notice that we very rarely even take other footage, horizontal footage that even The Post has shot and repurposed for TikTok because we want to make it look like it was shot on an iPhone for TikTok,\u201d said Jorgenson.<\/p>\n
Comments like this are to be expected. This isn\u2019t the first rodeo for a lot of these publishers. So it stands to reason that the execs at these companies are going to wheel out the usual platitudes that get dished out whenever a new platform emerges. Even so, TikTok is anything but par for the course. Unlike other platforms, TikTok has a content driven algorithm which means each video has to resonate with its viewers for the algorithm to actually pick it up as something worth promoting to the masses.<\/p>\n
LADbible, a British publisher, posts around five to 10 times a day using a mix of user-generated and original content on TikTok. \u201cIt\u2019s critical to get the tone right so we often test global creative on TikTok with our LADnation research panel, to ensure the messages are as effective as possible with our audience,\u201d said Rebecca Tyrell, TikTok lead at LADbible Group.<\/p>\n
The team is always refining what works through constant testing, learning and iterating to ensure the development of its work is de-risked and will be a success with LADbible\u2019s global audience, she added.<\/p>\n
\u201cHowever it isn\u2019t enough to republish creator content, our audiences want to discover more about what\u2019s viral, uncover new stories, and be part of the conversation,\u201d she continued.<\/p>\n
What works on TikTok<\/h2>\n
Investing in the concept of native, authentic content is key to creating content that pops on TikTok, as is staying true to the publisher\u2019s brand. No mean feat for even the most seasoned of publishing execs. That said, they\u2019re clearly seeing some early signs of success, as evidenced by the BBC\u2019s plans.<\/p>\n
Big, important news stories, context and explanation around those works well as TikToks for the news organization, for instance. That\u2019s according to Naja Nielsen, digital director for BBC News.<\/p>\n
She pointed to the funeral of Her Majesty Queen Elizabeth II on Sept. 9 as proof.\u00a0<\/p>\n
While the main event unfolded on linear TV, the BBC took to TikTok to record everything that took place in and around the U.K. in the lead up to the day. \u201cWe\u2019ve had a big uptick in followers around those more raw live streams,\u201d said Nielsen.<\/p>\n
Similar to the majority of publishers, the BBC still considers itself to be in learning mode on the platform as the digital team is currently in the midst of deciding the details of its TikTok strategy. Chances are it won\u2019t stay this way for long. The BBC posted job advertisements last week for four journalists, to create a TikTok team within the corporation\u2019s social news unit.<\/p>\n
\u201cWe are expanding our team because we want to take some of the first lessons from our first year on the platform and put them into our business as usual,\u201d added Nielsen.<\/p>\n
In fact, it\u2019s a thought not lost on other publishers. LADbible already has around 30 execs, spanning original products and branded content produces, making content for TikTok.<\/p>\n
The Washington Post also launched what they deem to be a cross-company task force called Next Generation, back in 2021, which feeds into its overall TikTok strategy. Certain reporters intentionally create content to live on TikTok first \u2014 then it\u2019s a matter of working out which of those pieces will make it into the paper.<\/p>\n<\/div>\n
Read More<\/a>
\n Krystal Scanlon<\/p>\n","protected":false},"excerpt":{"rendered":"News flash: it\u2019s not just advertisers that are enamored with TikTok. News publishers want in on it too.The Wall Street Journal, The Washington Post, Sky News to name a few. These are just some of the names on an ever-growing list of news publishers producing content on TikTok. Most (78%) of Comscore\u2019s top 50 news<\/p>\n","protected":false},"author":1,"featured_media":599708,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[371,1461,46],"tags":[],"class_list":{"0":"post-599707","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-flocking","8":"category-publishers","9":"category-technology"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/599707","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/comments?post=599707"}],"version-history":[{"count":0,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/599707\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media\/599708"}],"wp:attachment":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media?parent=599707"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/categories?post=599707"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/tags?post=599707"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}