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Deutsche Welle’s blueprint to testing and scaling a TikTok news account

Audience development manager Erika Marzano shares her test-and-tweak strategy that has led to 37 accounts and 3 billion views last year on the vertical video platform

Jacob Granger
Jacob Granger
May 22, 2026 – 6 min read

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Deutsche Welle’s blueprint to testing and scaling a TikTok news account
DW's audience development manager, Erika Marzano, leading a workshop at Newsrewired (14 May 2026). Credit: Marten Publishing / Mark Hakansson

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