DW’s strategic approach to journalism on TikTok

Editor’s note: getting noticed on TikTok is a challenge for traditional news organisations. Deutsche Welle has been among the leaders in this space. In a column for The Fix, DW’s Erika Marzano shares the team’s experience growing on TikTok.

The digital news era is in constant flux, with social media platforms frequently altering their algorithms and priorities. While referral traffic from conventional platforms like Facebook and Twitter/X witnesses a decline, short video-centric networks such as TikTok are experiencing unparalleled growth, a finding supported by the Reuters Institute for the Study of Journalism Digital News Report 2023 and the Pew Research Centre Media Report 2023.

TikTok emerges as a challenging yet promising platform for media organisations aiming to capture younger audiences. However, the very attributes that make TikTok appealing also present obstacles, especially for media entities like Deutsche Welle (DW).

At its core, TikTok’s algorithm is designed to capture attention swiftly. It thrives on instant engagement, often gauging a video’s worthiness within seconds. This volatile algorithm makes video views a rather unreliable Key Performance Indicator (KPI).

Furthermore, the media industry finds itself competing not just with fellow news outlets but also with a myriad of creators, entertainers, and users. These individuals wield the power to grab attention in mere moments—often referred to as a “hook” or a “thumb stopper”—making the landscape incredibly competitive.

In this challenging environment, DW has crafted a TikTok strategy, emphasising meticulous planning, adaptability, and audience engagement.

TikTok: A closer look at DW’s strategy

Since July 2020, Deutsche Welle (DW) has strategically landed on TikTok, launching 17 active channels to date. The work behind this strategy is the result of meticulous planning involving various departments, from Audience Development to Analytics, Marketing, and Editorial.

Before launching on TikTok, at the Audience Development team we conduct thorough market and competitor analyses. Supported by various tools and methods, we identify potential competitors, market niches, and emerging trends. This approach ensures that our channel launches are strategically positioned for success, understanding the unique dynamics and preferences of the TikTok audience.

A competitor analysis of the TikTok landscape reveals who else is in the same realm as DW. By closely examining the strategies of other media and creators, DW can spot emerging trends, preferred content styles, and what audiences gravitate towards. This scrutiny also highlights opportunities that others might have missed, allowing DW to bring a fresh and inventive touch to its content.

By comparing DW’s performance with others in the industry, it becomes easier to set achievable targets, track success, and pinpoint areas that need enhancement.

DW’s strategy revolves around brevity, authenticity, and experimentation, producing concise, engaging videos aligned with TikTok’s fast-paced nature.

• Short is essential

Recognising TikTok’s soft spot for brevity, DW prioritises 60 to 90-second videos. This strategy complements TikTok’s algorithm, which often prioritises evergreen content over timely updates.

Example: DW Espanol ¿Qué consecuencias económicas tendrá para Panamá el cierre de la mina

• Authentic voices, relatable hosts

We get it – relatability is key. DW’s hosts aren’t just your ordinary news show anchors; they are seen as peers helping the audience conveying reliable information. Authenticity is the name of the game. Our hosts are the face of DW on TikTok, connecting with the young audience through shared experiences and genuine engagement.

Example: DW Science Your brain finds it easy to size up four objects but not five… | TikTok 

• Learning from experimentation

Drawing insights from experimenting with storytelling techniques, lengths, formats, and ideas, we continuously test the waters with different content – sometimes we encounter less-than-stellar results. Nevermind! “Kill your darling” is a working strategy as well!

This experimentation proves instructive. We continuously explore various storytelling formats and content types on TikTok. This trial-and-error approach helps us identify what resonates with our audience, emphasising creativity and adaptability.

Example: DW the 77 Percent @Adogo and @MLUHYAFLANI are back with a fresh edition of Rap the News!… | TikTok

• Optimising for search

To ensure our content reaches a broader audience, we incorporate trending keywords, popular hashtags, and align our content with prevalent search queries on TikTok.

Example: DW Berlin Fresh How Christian is your country? | TikTok

• Engaging with the community

Beyond posting content, DW actively engages with its TikTok community by responding to comments, initiating challenges, and seeking feedback. This two-way interaction fosters a sense of community and inclusivity.

Example: DW Planet A Replying to @KatzenYoshi F1 races span across 20 countries!… | TikTok

• Regionalisation for relevance

Recognising the diverse global audience on TikTok, DW editorial departments collaborate with their international correspondents’ offices to produce region-specific content. This localised approach ensures cultural relevance and resonates authentically with viewers worldwide.

The TikTok algorithm itself is inherently region-centric, prioritising content that aligns with the interests and preferences of users within specific geographical areas. This regionalised nature of the app’s algorithm ensures that users are served content that is not only culturally relevant but also geographically pertinent, further enhancing the platform’s ability to engage audiences on a localised level.

Example: DW Indonesia Perceraian enggak semata-mata disebabkan masalah ekonomi atau perselin… | TikTok 

The importance of TikTok for newsrooms

Recent studies highlight TikTok’s growing influence, especially among younger demographics like Gen Z. However, the platform’s algorithmic nature occasionally prioritises sensationalism over accuracy. Recognising these challenges, media outlets like DW prioritise credibility and trustworthiness, emphasising authentic engagement and tailored content strategies.

TikTok presents both opportunities and challenges for media organisations. By adopting a strategic, audience-centric approach, DW navigates this landscape, ensuring meaningful engagement with younger audiences while upholding journalistic integrity.

Source of the cover photo: https://www.flickr.com/

---