The US-based local news site Record-Journal saw its engagement and reach double through Instagram and TikTok videos since the beginning of the year.
The end goal though was to convert social users to paying subscribers. In an article by Emilie Lutostanski published by Local News Resource Center, engagement editor Ashley Kus shares her best tips on using video to build a loyal audience.
In one of her tips, Kus advises to "newsify" current trends on the platform.
"The team strives to capitalise on emerging viral trends by incorporating them into the videos. This includes just-released pop songs and formats and filters native to the platforms."
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