TikTok still not priority for publishers according to analysis
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Twitter is where media publishers collectively have the largest audiences, followed by Facebook, Instagram and YouTube, according to an Axios analysis of 82 major news, entertainment and sports publishers. Despite the buzz around TikTok, it is the last of six social media in the survey with LinkedIn as number five.
Roughly one-quarter of media outlets analyzed do not have official TikTok accounts. Many that do still have relatively small followings, the analysis shows:
Every publisher in the survey has a Twitter account, and the vast majority have YouTube, Facebook, Instagram and LinkedIn accounts.
The study adds that publishers’ low follower counts on TikTok could stem from many outlets choosing to not yet invest meaningfully in it.
- Most of the top LinkedIn publishers by followers are business and finance outlets. Sports outlets like ESPN and Bleacher Report tend to have outsized followings on TikTok and Instagram.
- Major national news outlets that are TV-first, such as CNN, ABC News and BBC News, have large YouTube and Facebook followings.
National Geographic has the largest social following across its main accounts, with more than 340 million followers over six major platforms. The next closest publisher, the BBC, has more than 150 million followers across its main accounts on those platforms, followed by CNN and ESPN.
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