How Yahoo Information grew to 1 million followers on TikTok: technique
- Yahoo News recently reached 1 million followers on TikTok.
- The company’s success shows how interest in news content is growing on TikTok.
- Insider spoke to the team behind the account to learn more about Yahoo’s TikTok strategy.
- You can find more stories in Insider’s business section.
On January 6, Yahoo News broke into a TikTok posting spree.
The team planned to report on the results of the Georgia Senate runoff elections and the certification of the votes. His day changed when a riot began in the Capitol.
When the news broke, Julia Munslow, a 24-year-old special projects editor, was coordinating TikTok coverage of the brand from her apartment.
The team posted clips of senators’ speeches and footage of rioters storming the doors of the Capitol. A video of an interview with a woman who had been macedated attracted 31 million views. In total, Yahoo News posted over 35 videos throughout the day.
The company’s marathon efforts are a case study of how TikTok can be used to break the news in an app usually known for lighter fare like dance challenges, music trends, and comedy skits.
Since joining in March, Yahoo News has built an audience of over 1 million followers on TikTok and has joined other news organizations like NBC News, USA Today, and CBS News who have set up accounts to reach the app’s Gen Z user base. Other traditional news outlets like CNN or Fox News have yet to create official accounts on the app (although some of their reporters have become stars). For our part, Insider has focused on posting explanatory videos on TikTok instead of just reporting news.
Yahoo News said it had success using TikTok’s built-in features like live streaming and focusing on new stories that appeal to younger audiences.
“We pay close attention to the topics in the news that Gen Z is interested in,” Munslow told Insider. “So look at things like social justice [and] Student loan debt. “
As with other news publishers like The Washington Post and NPR’s Planet Money, who have built a loyal audience on TikTok, Yahoo News approaches the app with humor and isn’t shy about engaging with users. Munslow often chats with followers on the account in the comments section, asks users to ask questions about the news, and occasionally gossips with fans about their personal lives.
Reaching Gen Z users
Yahoo is aware that some of its TikTok followers may be discovering its brand for the first time. Unlike Gen Z favorite TikTok, Yahoo is a holdover from an earlier internet era.
“Yes, we still exist,” Munslow wrote in the company’s TikTok bio.
Verizon Media, which owns Yahoo and a host of other Internet brands such as AOL and TechCrunch, is committed to reaching new audiences and delivering content in new ways. The company recently signed a contract to live-stream some NFL games in Yahoo Mail inboxes, which it streamed to approximately 2 million users in its Mail app last quarter.
“The expansion of Yahoo News to TikTok comes at a crucial time in our history,” Verizon Media CEO Guru Gowrappan told Insider in a statement. “TikTok accelerates our strategic focus on next generation journalism, which is ultimately changing the way people consume news.”
Using TikTok Effects and Features for Reporting
Since launch, Yahoo News has treated its TikTok videos as an extension of its wider coverage. But the company also takes advantage of some of the built-in features that set TikTok apart from its own locations.
The team regularly uses TikTok’s live streaming feature to broadcast events like the White House press conference. The company has used its comments section to collect questions and feedback from users and then host Q&A with Yahoo Finance and policy reporters. Munslow is using TikTok’s “green screen” effect to add backgrounds to videos and has encouraged users to “duet” or “sew” videos to encourage engagement in the app.
“We first closely monitor the trends on the platform and then really only use all the functions that TikTok needs to see what goes down with our audience and what helps us deliver the news the best.” more effective way possible, “said Munslow.
Yahoo hopes to one day lure TikTok users to the platforms it owns
As TikTok continues to grow, some media brands are using the app to attract new customers.
The Washington Post is offering its TikTok fans a special subscription price. Planet Money uses TikTok’s comments section to link to podcast episodes using an NPR link shortener that the team uses to track referral traffic. The Yahoo News team is also considering options for attracting its new TikTok fans to other Yahoo and Verizon Media platforms.
“The brand halo effect of these highly engaged followers at TikTok is fantastic, and it also means we can think about how we can target these audiences in other formats,” said Jo Lambert, consumer director, Verizon Media. “Brand awareness could mean they too could come and come [download] the Yahoo News app someday. “