Meredith Klein of Meredith and the Media interviewed Julia Munslow, senior editor of social at The Wall Street Journal, about its TikTok strategy.
Here is an excerpt:
Wow, 1 million followers. Congratulations! What do you attribute the success to?
- Thank you so much! It’s a combination of factors. And the playbook is pretty similar to how I built the Yahoo News TikTok to 1 million followers.
- First, we evangelized the newsroom and found our champions early on—it truly takes a village. We needed support from our reporters on camera (shoutout to everyone who’s ever been in a video!) to their editors, to the existing video team, to our Standards and Legal team.
- Second, we invested in training and upskilling our journalists to make them feel confident while filming B-roll or getting on camera.
- Third, we developed a content strategy in line with our newsroom goals that was sustainable (this is key!) and we followed a consistent programming schedule.
- Fourth, we stayed updated on how TikTok was tweaking its algorithm and established a relationship with the platform.
- Finally, we became data nerds and used that data to inform our strategy and iterate in a thoughtful way.
Read more here.
