The Financial Times joins TikTok: what it means for corporate commications

illuminem summarizes for you the essential news of the day. Read the full piece on Forbes or enjoy below:

🗞️ Driving the news: The Financial Times (FT) has joined TikTok, a move that could signify a shift in corporate communication strategies
• Historically perceived as a platform for teens, TikTok is now being recognized for its potential to reach broader audiences, including corporate stakeholders

🔭 The context: Social media platforms like Facebook and Instagram have become integral to corporate communication and customer service
• With changing digital search habits, particularly among younger generations, businesses need to adapt to maintain relevance and attract talent

🌍 Why it matters for the planet: Adopting platforms like TikTok allows corporations to engage with younger audiences on critical issues, including sustainability and climate action
• This can enhance transparency and drive broader societal engagement on environmental topics

⏭️ What's next: Corporate leaders are encouraged to integrate TikTok into their digital PR strategies and leverage younger team members to manage these initiatives
• This approach can help bridge the talent gap and enhance recruitment efforts

💬 One quote: “Reaching younger audiences is becoming more and more difficult for businesses looking to hire, and that’s a problem.” — Lis Anderson, founder and director at AMBITIOUS

📈 One stat: Nearly 40% of younger internet users turn to TikTok and Instagram for local search queries instead of Google

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