The Washington Post has found success on social media platforms like TikTok, where its audience skews younger, due to personal connections with hosts developed over years. Dave Jorgenson, who launched TikTok for the Post, emphasizes the importance of trust created by engaging content. Recent restructuring aimed at a 'star talent unit' highlights their commitment to leveraging star power. Additionally, influencers play a crucial role; younger users often prefer content from relatable figures over traditional brands. Morning Brew exemplifies this trend by successfully growing its audience through a people-focused approach.
"These people have been with us since they were teenagers, and we take that relationship very seriously. We know for a fact that our audience trusts us more because of our presence on TikTok and [YouTube] Shorts."
"Young people like to follow people; they don't really like to follow brands. We are people at the brand, so it's kind of like bridging the gap between influencers and traditional journalism."
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