How The Economist used TikTok to reach new audiences

Liv MoloneyThe Economist’s head of social media writes about how the publication is using TikTok to reach new audiences.

Moloney writes: “The editorial strategy was developed and implemented by the social media specialists of The Economist editorial team. (Jamie McWhirterour social video producer deserves special credit for his work on the account 🙂

“Our marketing team then created campaigns and paid activities to significantly increase account reach and generate subscriptions (and back referrals) for the products we own.

“In our first six months on TikTok, we posted 50 videos that had a total of 26 million views. This placed us in the top 10, according to a December 2022 Reuters Institute study, for average views of news publishers on the platform.

“This was despite a lower posting frequency and fewer followers than many of our competitors. We used the “quality over quantity” approach. Together, these videos have garnered 1 million likes, while the account has a total of 220,000 followers.”

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