The number of publishers embracing TikTok is on the rise as they attempt to appeal to younger audiences with their nigh insatiable demand for short-form video content.
News publishers in particular are trying to reach younger audiences, who have shown a lack of interest in traditional news channels.
TikTok reaches 40% of 18–24s across all markets, with 15% using the platform for news (PDF download). While the platform’s role as a news provider trails other social media networks, such as Facebook and YouTube, it has grown its market share in this space rapidly in the past few years. (See below image)
Source: Reuters Institute’s Digital News Report 2022
Indeed, as much as 67% of US teens aged 13-17 use TikTok, with the number that do so regularly sitting at 16%. This was 50% higher than Instagram, which launched Reels in 2020 to directly compete with TikTok. Instagram users spend just 17.6 million hours per day watching Reels compared with TikTok users’ 197.8 million hours per day.
The opportunity to tap into this growing demand isn’t limited to news providers. Niche and evergreen publishers with the right TikTok content strategies also stand to benefit
With this in mind, we’ve explored the content strategies publishers are already leveraging on the platform as well as ways to monetize content once established. A successful TikTok marketing strategy is essential to underpinning continued investment in the platform.
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