Bloomberg’s Tic Toc could expand to other platforms

Rebecca Stewart of The Drum looks at Bloomberg’s Tic Toc and its success on Twitter, as well as its goal to hit 2 million viewers by the end of the year.

Stewart writes, “Scott Havens, the exec tasked with overseeing TicToc, said that while he hopes to see TicToc distributed across other platforms in time too, and despite a ‘sea change’ in the way platforms want to work with publishers, the latter must remain prudent when it comes to which ones they pair up with.

“Havens classed the news network’s relationship with Twitter as a good fit, crediting the social platform for its ‘openness and support’ throughout the launch process. Yes, TicToc might be able to leverage the muscle power of Bloomberg’s 2700-strong network of journalists and analysts, as well as the infrastructure of its 120 offices worldwide, but Havens admitted the team of around 50, also overseen by editorial lead Mindy Massucci, still speak to Twitter ‘daily’ about how things are going.

“Speaking to The Drum, he said that many digital platforms have come to ‘understand that the economic pie has not been maybe shared in a way that is helping the premium content providers.’

“Across the board, he said, some of these businesses are working with publishers, having realised the levels of engagement and brand safety premium content has to offer.”

Read more here.