Inside NowThis’s restrained TikTok content strategy

Digiday 11 Mar 2020 04:00

NowThis’s strategy of syndicating across platforms works on TikTok too. The social video publisher just passed its 100-day mark on TikTok and has already gained an audience of 642,000 followers and received over 19 million likes by posting less than once per day.

Since launching its TikTok account on December 2, NowThis has published 85 videos on the platform, with 17 of them receiving more than 1 million views, at the time of publication. A separate channel, NowThisPolitics, has published 27 video, with two hitting above the 1 million view mark.

While that’s a small audience relative to its other social channels — NowThis published more than 1,400 videos to its 14.7 million followers on Facebook over that same period, according to Crowdtangle — NowThis has found that not only does the standard news content from third-party sources perform just as well on TikTok, but getting the content ready for that platform requires a lighter editing lift than for other channels, like YouTube.

Tina Exarhos, chief content officer of NowThis, said that like most of the content that the brand publishes across its platforms, TikTok content is usually syndicated from third-party sources because in the publisher’s nearly eight-year history, the team found that this type of content has been the most successful in scaling the business.

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