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News is the Newest Tiktok Sensation

October 20, 2023

The U.K.'s Daily Mail has become the largest news publisher in the world on Tiktok, making it a hit among millions of young (under 25) users. Its person-in-the-street ("Vox Pop") videos have been particularly popular. The Daily Mail's head of social video says it's become clear to legacy publishers that Tiktok provides a huge opportunity to reach a new audience. An analysis by Press Gazette also found: 

• While Facebook is moving away from working with news publishers, and has a diminishing audience for news, Tiktok is a fast-growing news source across all age groups.
• Tiktok is increasingly working with news clients to boost revenue and has completed several successful commercial deals.
• Tiktok has been beta testing a "Premiere Pulse" product which places ads alongside content. So far the test has been limited to lifestyle publishers and has not yet been rolled out for news.
• Among the top 50 largest news Tiktok accounts are SkyNews, ABC News, and NBC News. 
  
  Read more of the Press Gazette story here.
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