Comment is king on TikTok
Comment is king, Damian Radcliffe, Professor in Journalism at University of Oregon writes quoting a new study and describing how news media can be successful on the fast developing social media network TikTok. “For media companies, this may mean that engagement on TikTok should go beyond just creating content. It might require active involvement in the comment sections, given that this is where audiences spend a great deal of time and energy.”
Background is that research shows that people go to the comments section to learn more, fact check and to see if they agree with the comments.
“With Facebook still boasting over 3 billion active users and Instagram, YouTube and TikTok around 1.5-2 billion active users, social media is still an invaluable tool in connecting and engaging with your core audience while reaching new audiences as well”, FT Services, consultancy from Financial Times, write in a report on news on social media. Both reports published on Digital Content Next.
“TikTok remains an unknown quantity. However it is a platform worth exploring, especially for those trying to reach younger audiences. 55% of TikTok’s user base in the United States are those aged 18-34 and the global average watch time of short-form video is 95 minutes a day.”
“News does still have a place on the platform. Despite its reputation for entertainment, TikTok has become an important arena for consuming news and discussing social issues”, Radcliffe writes.
“However, much of this news discovery does not come from traditional news brands. Instead, individual creators and commentators drive many of these conversations.”
“This once again reinforces the need for news organisations to partner with influencers and creators who have already mastered the platform’s style and audience.”
“Encouraging individual journalists to build their own presence on TikTok may also help bridge the gap between traditional reporting and this new media landscape.”
“Collectively, collaboration and empowering journalists to engage with the platform directly could be pivotal for ensuring many publisher’s stories reach and resonate with younger, highly engaged audiences.”
“The size of TikTok’s audience suggests that the platform is too big to ignore. However, the style of content and community culture that flourishes on it can be difficult to tap into. As a result, publishers need to carefully consider if it is a good fit for them.”
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