Originally known for its bite-sized dance videos and viral challenges, TikTok has grown into a diverse ecosystem where content of all kinds thrives, including breaking news, in-depth storytelling, and public discourse. For media outlets, mastering TikTok is no longer optional – it’s essential for reaching younger demographics and expanding their influence.
Here, we’ll explore some of the most effective TikTok strategies for media outlets, including leveraging trends, collaborating with influencers, and even investing in likes to enhance visibility. Let’s get into it.
1. Creating Platform-Specific Content
One of the first rules for success on TikTok is understanding that it’s not just another social media platform – it’s a culture of its own. Media outlets that repurpose traditional news segments without tailoring them to the platform’s style often struggle to gain traction.
Instead, successful TikTok strategies involve creating platform-specific content that feels natural, engaging, and aligned with TikTok’s unique tone.
For example, bite-sized explainers, behind-the-scenes footage, and quick updates presented in a personable way tend to perform well. Media outlets like The Washington Post have gained a significant following by injecting humour and relatability into their news content, proving that even serious topics can thrive with the right approach.
2. Jumping on Trends
TikTok thrives on trends. From catchy sounds to viral challenges, there’s always something new capturing the platform’s collective attention. Media outlets can use these trends to their advantage by creating timely and relevant content that ties their news coverage to what’s popular on the platform. And yes, that might mean your newsreaders have to learn a TikTok dance or two!
For instance, using trending audio clips or participating in challenges can make news stories more relatable and shareable. A light-hearted approach to trends can also humanise a media outlet, making it more approachable to younger audiences who might otherwise perceive traditional news as too formal or distant.
3. Highlighting Breaking News in Real Time
One of TikTok’s unique strengths is its ability to deliver content quickly and directly to a massive audience. Media outlets can use this to their advantage by sharing breaking news stories as they develop. Short, concise videos with clear visuals and captions can keep followers informed in real time.
For breaking news, speed is key. Using TikTok’s live-streaming feature or posting updates as events unfold ensures that followers stay engaged and turn to the outlet for timely information. Pairing these updates with hashtags related to the news story can further boost visibility, reaching audiences beyond the outlet’s immediate followers.
4. Collaborating with Influencers
TikTok influencers wield significant power on the platform, often commanding loyal audiences that trust their recommendations and opinions. Media outlets can benefit from partnering with these creators to amplify their content and reach new demographics.
For instance, an influencer might collaborate with a media outlet to highlight a particular story or campaign, leveraging their audience to drive traffic to the outlet’s TikTok account or website. These collaborations work best when the influencer’s style aligns with the outlet’s brand and when the content feels authentic rather than forced.
5. Investing in TikTok Ads
TikTok offers a range of advertising options for businesses and creators looking to expand their reach. For media outlets, investing in TikTok ads can be a strategic way to promote specific stories, campaigns, or even the outlet’s TikTok account as a whole.
With options like In-Feed Ads, TopView Ads, and Branded Hashtag Challenges, media outlets can tailor their campaigns to fit their objectives. These paid promotions help push content to a wider audience, increasing visibility and driving engagement. Paired with strong organic strategies, TikTok ads can significantly boost an outlet’s presence on the platform.
6. Buying Likes to Boost Visibility
In the competitive world of TikTok, visibility is everything. One strategy media outlets can employ is to secure TikTok likes purchase. A higher number of likes signals to TikTok’s algorithm that a piece of content is engaging and worth promoting to a broader audience.
By purchasing likes, media outlets can give their content an initial boost, helping it appear more prominently on users’ For You Pages (FYP). This can be particularly useful for posts that are part of larger campaigns or those tied to breaking news stories that need immediate attention. While this is a paid strategy, it can serve as a worthwhile investment to ensure content reaches its intended audience.
7. Using Analytics to Fine-Tune Content
TikTok’s analytics tools offer invaluable insights into what works and what doesn’t. For media outlets, understanding audience demographics, peak engagement times, and content performance is crucial for optimising their strategy.
By analysing data, outlets can identify trends in their own content, determining which types of videos resonate most with their audience. This data-driven approach allows for continuous improvement, ensuring that each post is more effective than the last.
8. Diversifying Content Formats
TikTok is a versatile platform, supporting a variety of content formats that media outlets can experiment with to keep their feed dynamic and engaging. From traditional videos and slideshows to live streams and duets, each format offers unique opportunities for storytelling.
For example, live streams can be used for in-depth coverage of ongoing events, while duets can facilitate collaboration with other creators or engagement with followers. Diversifying content ensures that the outlet remains fresh and interesting, attracting a wider audience over time.
9. Building a Community
One of TikTok’s strengths is its ability to foster a sense of community. Media outlets can tap into this by engaging with their followers in meaningful ways. Responding to comments, participating in discussions, and encouraging user-generated content are all effective strategies for building a loyal and engaged audience.
Creating a sense of community also strengthens the relationship between the outlet and its followers, making them more likely to engage with and share the outlet’s content. Over time, this can translate into greater reach and influence.
The Bottom Line
TikTok presents a wealth of opportunities for media outlets to expand their reach, engage younger audiences, and enhance their digital presence. By embracing platform-specific content, leveraging trends, collaborating with influencers, and strategically investing in ads or likes, media outlets can position themselves as leaders in the ever-evolving world of digital media. Get started with Smikky to see your profile grow from strength to strength.
The key to success lies in understanding TikTok’s culture and adapting accordingly. Those who do so stand to reap significant rewards, from increased visibility to deeper audience connections. As TikTok continues to grow in influence, media outlets that prioritise their presence on the platform will be well-equipped to thrive in the digital age.
