Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

Publishers turn to TikTok to grow their audience

Publishers turn to TikTok to grow their audience Blog Feature

October 16th, 2019 min read

TikTok, the social media app from China with over 500 million users, has fast become one of the most downloaded apps in the world, and publishers are taking notice. It isn’t simply the half a billion users that sparks publisher’s interest, though. It’s the additional statistics that make this app so appealing. 

According to MediaKix:

  • TikTok was downloaded more than 660 million times in 2018
  • 26.5 million of the 500 million monthly active users are from the U.S.
  • 66% of users are younger than 30
  • 60% of the app’s monthly active users are 16-24 years old

Why are these statistics so appealing to publishers?

As the readership for traditional publications age, publishers are eager to find ways to appeal to younger demographics. Consider this: in a 2018 survey, only 9% of respondents aged 18 to 29 years were readers of the Washington Post. 

With bleak demographic statistics and the rising popularity of video-based apps such as TikTok, the Washington Post’s Video Editor Dave Jorgenson turned to the app as a way to reach a younger audience. 

Jorgenson began posting behind the scenes videos of work life at the Post, and his approach has appealed to TikTok users — and has generated a fan base of upwards of 177k. This video alone has amassed 354.9k likes!

The Washington Post isn’t the only publisher to taking notice of TikTok’s potential to reach a largely unengaged audience. Other outlets such as NBC News and Dallas Morning News have built a following on the platform using slightly different approaches to their content. 

NBC News repurposed its already-established “Stay Tuned’ programming on SnapChat to use on TikTok by producing small segments of content addressing current events, such as the Amazon rainforest fires and a recent court case, and creating small entertaining snippets of information to stay relevant with the platform’s demographic.

Dallas Morning News has used the platform to focus on casting public figures of authority in a more relatable light through personable content and memes that encourage audience interaction.

While each of the publishers above have joined TikTok and successfully built a following using different strategies, they have made a conscious effort to match the tone of the platform. The platform has a style of its own and when a content creator does not follow the style it can go wrong. 

Here is an excellent guide by The Verge on how to create videos to match TikTok’s style.

TikTok is taking notice

Not only are publishers beginning to take the platform more seriously, but TikTok is recognizing the importance of these content creators as well. From sending weekly newsletters full of tips and recommendations to granting early access to new features, such efforts assist the creators in growing their following and reach.

As the platform continues to support its content creators, new adopters, including more publishers, will continue to join the platform and enjoy the surge of popularity of the app and its organic reach. 

 

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE