Cheddar has used viral catnip to build audiences globally.
The business news channel is using TikTok where Cheddar uploads 10- to 15-second videos that focus on the mesmerizing aspects of machinery, like how ham is sliced.
Recently, Cheddar’s most popular TikTok with 3.6 million likes, shows people using in-arm wallet implants created by an artist.
With its “catnip” strategy, Cheddar gained 1 million followers just eight months after joining TikTok.
By comparison, Cheddar has approximately 800,000 followers on Instagram after being on the social media platform for four years.
“In our seat, you’ve got one or two decisions to make: You can continue to fight the Facebook algorithm or continue to look for new greenfields,” said Altice president of news and advertising and Cheddar founder Jon Steinberg. “Whatever new mega platform emerges; we will always go for it.”
Cheddar, although a business news channel, has TikTok videos which are often a continuation of its penchant for viral fare. For example, you might see a frozen turkey being caught ablaze while “Disco Inferno” plays in the background.
Aly Ellis, Cheddar’s social media director says, “News stories don’t always play the best on TikTok. That’s not what people are going to TikTok for.”
“How do we take who we are and what our brand is and pivot it 30 to 50% to make it work on a new platform?” said Steinberg. “The more typical TikTok fare, like an influencer series, that’s not us.” But expanding Cheddar’s coverage of science, technology and innovation and setting that to music is–and it’s working for Cheddar.
