It’s NBA All-Star Weekend, and Twitter’s looking to help users engage with the event via a range of custom hashflags and live activations that will connect Twitter’s global audience into the celebration.
First off, as has become customary with any major event, Twitter has launched its latest hashflags, with the main one being a dual-colored star icon, connected to the #NBAAllStar hashtag.
Twitter’s also added similar icons for #TeamLebron and #TeamDurant, providing another way for users to interact with their favorite All-Star team and stars.
In addition to this, Twitter’s also working with the NBA to help connect participants in the HBCU Classic event with NBA All-Stars.
As explained by Twitter:
“Morgan State and Howard basketball players who will be playing in the HBCU Classic Game will be able to Tweet questions they want to ask All-Stars, and Twitter and the NBA will then video capture All-Stars reading the questions and answering them for the student during All-Star Practice on 2/19.”
Twitter’s also working with the NBA to promote the All-Star Celebrity Game, the line-up for which was first announced on Twitter Spaces, while it’ll also be hosting two #NBATwitterLive shows and two Twitter Spaces throughout All-Star Weekend.
NBA discussion has been rising on Twitter of late, with a 33% increase in NBA-related tweets on Christmas Day, and a 15% increase in mentions of NBA All Star Weekend in 2021. As such, it makes sense for Twitter to lean into the popularity of the League, and connect fans with the broader celebration for the NBA’s 75th birthday.
Twitter’s NBA hashflags will be live in the app from today, while you can also stay in touch with all the happenings via the NBA All-Star account.
New Report Shows That Young Users are Increasingly Turning to TikTok for News Content
Amid ongoing concerns about its data gathering processes, and its possible linkage to the Chinese Government, TikTok’s influence continues to grow, with the platform now a key source of entertainment for many of its billion active users.
And it’s not just entertainment, TikTok is also increasingly being used for search, with Google reporting earlier this year that, by its estimates, around 40% of young people now turn to TikTok or Instagram to search for, say, restaurant recommendations, as opposed to Google Search or Maps.
And now, TikTok is also becoming a source of news and information, as more news organizations look to lean into the platform, and establish connection with the next generation of consumers.
That’s the focus of the latest report from the Reuters Institute, which looks at how people are using TikTok for news content, and which sources are playing a role in shaping their opinions in the app.
You can download the full, 38-page report here, and it’s well worth a read, but there are two specific elements that are worth highlighting to help better understand and contextualize the TikTok shift.
First off, there’s this chart, which looks at the percentage of people who are using TikTok for news content in each age bracket.
As you can see, younger users are increasingly turning to TikTok to stay informed of the latest news updates. Which is a significant shift, and not just for news publishers looking to connect with their audience, but also in terms of broader impacts, and how young audiences are staying in touch with the latest happenings.
Which then leads into this second chart:
As you can see, it’s not mainstream news sources that are the primary sources of news content on TikTok, its ‘internet personalities’ followed by ‘ordinary people’, with traditional journalists and publications much further back.
That’s a significant trend, which could reflect a broader distrust of mainstream media outlets, and the information presented in the news as we know it.
Now, younger audiences are more reliant on their favorite influencers to act as a filter, of sorts, to help highlight the news of most relevance – which could be good, in that it facilitates a new angle on the big stories each day. But it could be bad, in that the news they present and discuss is then based on the personal bias of each influencer, which is arguably a less transparent process than mainstream news outlets.
But that also depends on your perspective. Journalists, for the most part, work to uphold standards of integrity in their reporting, in order to limit the influence of personal bias, and present the key information within their updates. But increasingly, many news outlets have leaned into more controversial takes and opinions. Because that’s what works best with social media algorithms – you’re going to generate much more engagement, and thus, reach, with a headline that says something like ‘The President hates farmers’ as opposed to a more balanced report on the latest agricultural policy.
Many outlets have essentially weaponized this, and seem to employ partisan takes as a key element in their coverage, again, in order to maximize reader response, to get people commenting and sharing, and prompt more clicks.
Which definitely works, but it’s this approach that’s likely turned many younger consumers away from mainstream coverage, while the rising use of TikTok overall means that, one way or another, they’re going to get at least some news content there anyway.
Which could be a concern. Again, amid ongoing questions about the influence of the Chinese Government on the app, it seems like it should be a significant consideration that more and more young people are leaning on the app to stay informed about the latest news topics.
The report also looks at how news publishers are using TikTok, and what specific approaches are driving the most success.
“There’s no single recipe for success. Many publishers use a strategy based on hiring young creators who are native to the platform and its vernacular. This approach has connected strongly with audiences and brought critical acclaim but can make it harder to re-version content for other social platforms. Others have focused on showcasing the assets of the entire newsroom, including more experienced correspondents and anchors, delivering greater scale and flexibility but often without the same personal touch.”
So using platform-native influencers, and those more savvy with TikTok-specific trends, can help to increase engagement and performance. But there’s no definitive TikTok playbook, as such, that will lead to guaranteed, sustained success.
Which, in some ways, is because that’s not how TikTok is built. Unlike other social media apps, TikTok isn’t designed to get you to follow the people and companies that you like, in order to essentially curate your own experience.
On TikTok, the aim is to show you the most entertaining content, from anyone, in alignment with your personal interests, which you express by simply using the app. By expanding the pool of potential content to everybody, that gives TikTok’s algorithms a lot more ways to keep you glued to your feed – but the flipside is that it also makes it much harder for creators and brands to establish a following, and keep their audience coming back, as they can on other apps.
That puts more focus onto each post itself, and how entertaining your latest update is. Which is better for TikTok’s ecosystem in general, but it also means that there are more challenges in maintaining reach and resonance in the app.
That’s true for news organizations, but it’s also true for brands, because you can’t just get people to follow your brand in the app and hope that they’ll then see everything that you post.
On TikTok, it’s a new competition, every day, and if you’re not entertaining, and holding engagement with each update, you’re going to lose, on that day at least.
You can download the full Reuters Institute ‘How Publishers are Learning to Create and Distribute News on TikTok’ report here.
12 Powerful Email Marketing Tips You Need to Know
New Report Shows That Young Users are Increasingly Turning to TikTok for News Content
Google Search Console Says Sites Using Subscribe with Google May See Increase In Impressions & Clicks
TikTok hit by US lawsuits over child safety, security fears
Daily Search Forum Recap: December 8, 2022
How to Create an HTML Form That Sends You an Email
Facebook Enables New Ways To Make Money & Faster Payouts
Which Subscriptions are Brits Cancelling this Year?
TikTok Faces More Legal Challenges Over Data Collection and its Failure to Protect Young Users
Google Testing Removing The Estimated Number Of Search Results Again
B2C marketing: A guide for marketers
This Week’s Deals with Gold and Spotlight Sale, Plus Xbox Black Friday Sale
Vampire Survivors Available Today with Xbox Game Pass for Xbox Series X|S and Xbox One
Xbox Shares Community Safety Approach in Transparency Report
Identifying an Effective B2B Target Market for Ads
8 eCommerce Marketing Strategies for 2022 and Beyond
Deep Rock Galactic Season 03: Plaguefall Infects Xbox
How Metaverse is Reshaping the Tourism Industry
Available Now: Get Frosty in Halo Infinite’s Winter Update
Is Reading Level A Google Ranking Factor?
SEARCHENGINES6 days ago
Google Says If Your Most Important Page Is Terrible, Then That Is A Big Deal For SEO
SEO4 days ago
7 Ways To Use Google Trends For SEO & Content Marketing
SEARCHENGINES2 days ago
Microsoft Advertising Adds Flyer Extensions, Retract & Restate Conversions, Ad Schedule Calendar View & More
SEARCHENGINES7 days ago
Google Thanksgiving Volatility, Links, Content & More SEO & 19 Years Covering Search