In the rapidly evolving world of digital journalism, the Daily Mail has emerged as a trailblazer, transforming how news is consumed by younger audiences. In fact, the news organisation has achieved something remarkable: becoming the most-followed news account on TikTok.

The numbers speak for themselves: 

• Nearly 40 billion video views in 2024.
• Over 25 million followers.
• 15 topic-specific accounts.
• 10-20 videos posted daily.

These aren’t just numbers; they’re a testament to a strategic revolution that puts both brand and audience interests at the heart of storytelling.

The strategy behind the success

The Daily Mail recognised a critical challenge facing traditional media: engaging Gen Z. Despite having over 160 million Web site readers, the organisation understood that future growth depended on reaching younger audiences who consume news differently.

The team didn’t just repurpose existing video content; instead, we:

• Placed TikTok audience interests at the heart of our editorial selection.
• Adapted content to match TikTok’s dynamic, fast-paced style and unique tone of voice.
• Blended user-generated, wire, and original content.
• Embraced the algorithmic nature of content consumption on TikTok.

Breakthrough moment: inauguration coverage

The effectiveness of this strategy became crystal clear during the most recent U.S. presidential inauguration, which attracted 360 million digital views and 9 million pageviews. Additionally, there were 355 million social media video views, 322 million TikTok video views, and we gained nearly 275,000 new followers in a single day.

What sets the Daily Mail apart isn’t just impressive metrics but a fundamental reimagining of news consumption. By embracing new technologies and platforms, we’re bridging traditional journalism with the expectations of a digital-first audience.

As media continues to transform, the Daily Mail proves that understanding your audience isn’t just about reporting the news — it’s about how you tell the story.

The future of news is here, and it’s playing out 15 seconds at a time.

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