Neha Gupta of the World Association of News Publishers writes about how The Economist is using short-form videos to attract new readers.
Gupta writes, “After deliberating and strategising, the 180-year-old Economist launched on TikTok in July 2022.
“‘We chose TikTok because we felt it was the most different and would push us and challenge us to do a totally different new format of visual storytelling,’ Moloney said.
The majority of their TikTok audience is younger than 35 years of age, which is split 58-42 male-female.
“Although the company operates on a TikTok-first basis, that content also gets repurposed to Instagram Reels, YouTube Shorts, LinkedIn and X (formerly Twitter).
“‘All our videos are based on the original articles which helps us send people back to the website to register and subscribe,’ she added.”
Read more here.
