Media associated with this campaign
Overview of this campaign
The overall goal with Tiktok is highly related to Dagbladets growth strategy. We wanted to find a way to provide content also for ypungsters using Tiktok more than traditional news sites, while at the same time reaching them with the same type of content that we highlight on Dagbladet: News about what is going on in Norway and the rest of the world. On Dagbladet, we want readers to be informed, entertained and we want it to go fast. The same goals are the foundation for Tiktok.
The variation of videos on Dagbladets TikTok is therefore wide, and includes both entertaining celebrity-videos, funny viral videos and hard news. We find the raw material for these videos via news agencies, social media, popular websites. And the content reflects the news coverage on our main platform db.no. Everyone in our editorial office at Dagbladet TV has become TikTok-spescialists on this short amount of time.
So the goals and obectives are simple: Reaching more users with our core content.
Results for this campaign
On TikTok there is a much younger audience than we have on our original site, Dagbladet. We use other social media as well. Including Snapchat and Facebook, but with being on this particular platform we also get a much closer interaction between viewer and sender, and we believe this development is gaining both our brand, the platform and last but not least: getting younger people to engage in news.
We make video content on our original site, Dagbladet, and if we think this case could, or sometimes should, engage with a younger audience, we transform the video into a vertical format and post it on TikTok. The content is well adapted to fit into the platform. Relatively short and to the point. We have discovered that the prosess of converting and adapting a video from newspaper to TikTok, is a much shorter transfer than one might think and the adaption is going seamless.
The growth in traffic has been extraordinary, proving that this is for sure a place to be also for a traditional newspaper.