The other is that TikTok doesn’t really want you to escape from its walled garden, and so while accounts matching certain criteria can have a link in their bio, there’s definitely friction (and too little granularity) in trying to push people from your TikTok videos to your podcasts.Īnd as much as TikTok doesn’t really want you to leave, it’s likely most users don’t really want to either when folks are in the mood for thumbing through seconds-long videos, it’s not likely they will be happy to switch consumption mode entirely to listen to a podcast that’s 45 minutes long.Īt the time of writing, TikTok is currently testing the ability to play podcasts natively on-platform, but it’s unclear what this will look like, or how committed it will be to the medium. The first is that TikTok favours hyper-short, viral-style content, and podcasts are generally much more in-depth and nuanced the vibes of the two media are very different, and you have to be creative in how you push from TikTok to your podcast. There are a couple of big tensions with using TikTok to promote your show. And so, especially if you want to speak to an under-30 audience with your podcast, using TikTok to reach that audience is a good idea. TikTok is the stickiest social media platform, with a skewed-young audience of over a billion monthly active users spending an average of 75 minutes a day watching videos there.
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