We’ve been fielding a lot of questions recently about TikTok’s future in the U.S. While we have no concerns about TikTok going anywhere just yet, we thought it would be helpful to share the latest news and?our recommendations for future-proofing your short-form vertical video production process.?
As the U.S.’s relationship with China becomes increasingly strained, some U.S. government officials are publicizing fears that TikTok, whose parent company ByteDance is based in China, is a national security threat. Their main concerns are: 1. TikTok could share, or be compelled to share, U.S. user data with the Chinese government; and 2. The Chinese government could use the app to spread misinformation or propaganda.?
- University-owned or?state-run public media stations?may be subject to restrictions as a result of state bans.
- Federally-funded projects could see rule changes governing how funds are spent.
- The?proposed transparency measures?included in Project Texas would allow U.S. government officials to flag TikTok’s algorithm if they detect anything that concerns them, meaning the U.S. government could influence what users see on the app, effectively censoring content.?
- Focus on?format over platform. TikTok made short-form vertical video the most popular way to consume video online, and other platforms quickly adopted the format, most notably YouTube Shorts and Instagram Reels. While each platform is different, our number one piece of advice is to use TikTok best practices to produce short-form vertical video, and post those videos natively across platforms. Right now what works on TikTok generally also works on Shorts and Reels, but not the other way around.?
- Determine which elements of your short-form vertical production process are?unique to TikTok. Use platform-agnostic language in production documentation and conversations for work not unique to TikTok. If possible, support TikTok-specific work with non-governmental resources, and be clear about which resources are used for which projects.
- Protect your data.?Use your phone’s?built-in data privacy features?to limit the information all of your apps can collect. Save clean copies of your videos and final uploaded posts on a shared drive. Download your TikTok analytics once a week via desktop,?request a data download from TikTok every 90 days?and store both on a shared drive.
- TikTok is the best opportunity in 2023 to reach a brand new, younger and more diverse audience where they consume content.?Make sure they know who you are!?Users don’t want to watch promotional videos, and the algorithm will suppress posts with branded packaging like logos and end cards. Create authentic content that conveys who you are organically, and make the most of in-platform features for when your viewers want to learn more. In your profile use a link in bio tool and connect your YouTube and Instagram channels. Use the lead generation tool to run a contest or campaign, and try boosting organic posts as ads to support campaigns.
- Work with us!?GBH News is?hiring a senior digital video producer?to help drive digital video strategy and production. This role will work closely with our team on GBH News’ Digital Video Accelerator project.?
- GBH News Digital Video Accelerator?Rob, Dana and Joanie led a YouTube bootcamp for the newsroom Wednesday with Courtney Kennedy and Emily Judem. The session was the first of many newsroom-wide digital video trainings that will be offered as part of the DVA.
- The Curiosity Desk?We’ve posted two new episodes of The Curiosity Desk, one exploring?the legends of the Underground Railroad in Boston, and another looking into the history and pronunciation of Massachusetts?town names ending in -ham. Have a question you can’t find an answer to? Email?[email protected]?to let us know what you’re curious about!
- NENC Workshop?Joanie attended a New England News Collaborative workshop in Concord, N.H. to help brainstorm a new regional digital content product focused on nature and the outdoors.?
- The Problem With Taking TikTok Away From Americans -?The New York Times
- Why TikTok Is One Of The ‘Main Priorities’ At BBC News For 2023 -?PressGazette
- I Spent a Week Using Only TikTok For Search -?Wired
- Leg Booty? Panoramic? Seggs? How TikTok Is Changing Language -?The New York Times
- What TikTok Told Us About the Economy In 2022 -?The New York Times
- TikTok Personality Journalists Continue To Rise -?NiemanLab
- It’s No Longer About Audiences, It’s About Communities -?NiemanLab
- Artists Launch Legal Action To Stop AI Generative Tools From Re-Purposing Their Work -?Social Media Today
- Can You Build A Newsroom On TikTok? -?Semafor
- The Instagram Reels Gold Rush -?The New Yorker
- In-App Spending Continues To Surge In China, Pointing To Opportunity For Western Social Apps -?Social Media Today
- How To Make An Explainer Video: 9 Steps To Video Content Success -?Social Media Today
- How A TikTok Ban Would Work — And How TikTok Could Fight Back -?Forbes
- Wanted: Interns Who Can Make TikTok Hits -?The New York Times
- Concerns About TikTok Balloon Again In Congress - CJR
Exploring opportunities in San Antonio
1 年This is a ton of great information. Will definitely use this to frame some conversations around social media with the parents of students. Thank you!
Advancing Housing Finance, Economic Development & Advocacy to Build A Thriving Central Ohio
2 年Really great article and advice Joanie Tobin!