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Digiday+ Research deep dive: Publishers don’t make money on TikTok, but that’s not stopping them rushing on to the platform this year


Whereas creating content material is the secret for publishers, social media content material might be sophisticated for media companies — relying on the platform. On this version of Digiday+ Analysis’s deep dive into how publishers are utilizing social media platforms, we’re looking at TikTok.

Digiday surveyed 72 writer professionals in June and discovered way more are utilizing TikTok this yr than final yr, however these utilizing the platform stated there’s a huge discrepancy between its industrial worth and its worth for constructing media manufacturers.

After looking at publishers’ exercise on Fb and Instagram in earlier weeks, the variety of publishers actively utilizing TikTok might sound far behind: 51% of respondents to Digiday’s survey stated their titles posted content material on TikTok prior to now month, in contrast with 99% who had posted on Fb and 86% who had posted on Instagram. However that 51% is an enormous soar from final yr, when solely 35% of publishers stated their titles had posted on TikTok prior to now month.

Not solely are extra publishers utilizing TikTok, however those that are utilizing it are additionally utilizing the platform extra usually. Respondents who stated they submit content material on TikTok day-after-day jumped from 18% in 2021 to 34% in 2022. In the meantime, those that stated they submit no less than as soon as per week dropped from 74% final yr to 54% this yr. It’s possible that lots of those that stated they posted no less than as soon as per week final yr elevated their frequency to day-after-day this yr, inflicting the shift.

One fascinating discovering from Digiday’s survey is that, whereas publishers are posting extra ceaselessly on TikTok, the variety of respondents who stated they don’t make investments in any respect in unique TikTok content material has jumped considerably since final yr. In 2021, 0% of writer professionals stated they don’t make investments any cash in unique content material for the platform. In 2022, that quantity is as much as 19%.

On the flip facet of that, of the remaining spending classes provided to survey respondents, each one signifies that spending on unique TikTok content material is down besides for many who stated they spend so much on unique TikTok content material. That class noticed a rise from 12% final yr to 19% this yr — including to the complexity of publishers’ use of TikTok.

To complicate issues even additional, Digiday’s survey discovered that publishers are additionally not investing in promoting on TikTok. Out of the 72 respondents, solely seven (or 10%) stated they bought adverts on TikTok prior to now month. So not solely are publishers not investing an entire lot in unique content material on TikTok, however they’re additionally not likely investing in adverts on the platform, both.

The shortage of publishers’ funding in TikTok is probably going on account of the truth that TikTok doesn’t appear to usher in some huge cash: Digiday’s survey discovered there was a big drop in those that stated TikTok is effective to driving their titles’ revenues. Solely 12% of writer professionals stated TikTok is effective or extraordinarily invaluable to driving revenues, down from 21% final yr. Curiously, although, the variety of respondents who stated TikTok is both not very, or in no way invaluable, to driving revenues remained comparatively unchanged: 56% this yr, in contrast with 54% final yr.

Publishers’ sophisticated relationship with TikTok took a swing in the exact opposite path relating to brand-building, nevertheless: 44% of respondents to Digiday’s survey stated the social platform is both invaluable or extraordinarily invaluable to constructing their titles’ manufacturers, whereas solely 19% stated it’s not very or in no way invaluable for brand-building. This isn’t considerably completely different from final yr’s survey outcomes, when 50% of respondents stated TikTok was invaluable or extraordinarily invaluable for brand-building and 21% stated it was not very or in no way invaluable. But it surely does point out that publishers clearly proceed to see the significance of TikTok in terms of constructing their titles’ manufacturers.

The variety of publishers who stated TikTok is in no way applicable for his or her titles’ manufacturers can also be down considerably this yr: Final yr, 12% of writer professionals stated TikTok shouldn’t be brand-appropriate, in contrast with solely 3% this yr. Nevertheless, we are able to’t finish this deep dive with out complicating issues only a bit additional: The variety of respondents who stated TikTok is just considerably model applicable soared from 15% final yr to 50% this yr. In the meantime, those that stated the platform is extraordinarily applicable fell from 32% final yr to 22% this yr, and those that stated it’s applicable fell from 35% to 19%.

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Digiday+ Research deep dive: Publishers don’t make money on TikTok, but that’s not stopping them rushing on to the platform this year



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