Publishers invade TikTok to court Gen Z
CNNNew York CNN Business — TikTok, the short-form video app popular among Gen Z and best known for its viral dance challenges, is the No. One TikTok video that has amassed 2.2 million views features a young woman looking into the camera with overlay text that said, “So everyone’s talking about getting pregnant to avoid the WWIII draft but no one’s realized that it means we’ll be creating another set of boomers.” Another that has 1.4 million views said, “Perks of being drafted in WW3, no school, traveling, free delicious food, a new fit.” Of course, there is no draft. MediaWise, Poynter’s project focused on teen media literacy, created a TikTok account for promotion and to “combat misinformation,” said Katy Byron, MediaWise’s editor and program manager. “That’s just human nature, but it’s taking on a new virality because of these social platforms, spreading like wildfire.” TikTok has considered creating a curated feed of content from reputable sources, including news outlets. “We’re always thinking about ways to both allow our brand partners to reach consumers in new and innovative ways and enable new revenue sources for our creators and publishing partners.” Ptachick of USA Today told CNN Business her team has been in “regular communication” with TikTok on best practices and other advice for growing their account.