Helping a legacy institution thrive as a trusted news source on TikTok
Helping a legacy institution thrive as a trusted news source on TikTok
Services:
CHALLENGE
The BBC needed to better understand both the risks and opportunities TikTok presents. What could one of the world’s most established broadcasters learn from the fastest-growing platform in the world?
APPROACH
MTM combined cultural insight, trends, innovative qual (including app immersions), and bespoke quant tools that mimicked TikTok’s native environment, to give the BBC a future-facing view grounded in how people truly experience TikTok.
IMPACT
The work redefined how the BBC thinks about value on TikTok, away from driving clicks and toward recognition, emotional connection, and long-term visibility. It is a testament to the power of bold, innovative thinking to help a legacy institution thrive in the digital age.
For BBC News, the research has helped them experiment with branding on new formats for different kinds of content. The research showed that the brand is recognised and respected as a source of news on the platform, so they've used that knowledge to push the content itself even further from the classic BBC News brand/perceptions.”
Laura Bankart
Senior Audience Planner, BBC News
In focus at mtm
