Samuel Apea-Danquah, founder and CEO of MyGhanaOnline, has urged media organizations to strengthen their branding and expand their reach by leveraging TikTok and YouTube for video content.
Speaking at the Africa Media Bureau’s Media Executives Breakfast Meeting, hosted by Citi FM/Channel One TV on November 28 in Accra, Apea-Danquah highlighted the growing demand for video content on these platforms.
He stressed the importance of increasing video postings to connect with the significant audience consuming content on TikTok and YouTube.
“Media organizations need to meet their audience where they are most active, and platforms like TikTok and YouTube offer an incredible opportunity to do just that,” he noted.
He further advised media outlets to tailor their storytelling approaches to align with the preferences and habits of their target audiences on social media, ensuring greater engagement and impact.
“Knowing that the majority of our viewers or audience are in the youthful brackets, you probably should be targeting your stories in places where they are most likely to spend their time.
“We know that those between the ages of 18 years, 24 years and 25 years, tend to be on Instagram and Tiktok. Those between 25 and 35 tend to be on Facebook. If you are using Deliver It, for example, you will have a situation where it will automatically post to all these platforms. That should allow you to be able to be productive on all these fronts.
“With regards to your videos, you should at least be targeting TikTok and Youtube, and what that will do for you obviously is the fact you will have the kind of viewership you are currently looking for.”
He emphasized the methods for identifying false information, recommending that media consumers disregard popular stories that lack credible sources.
“Most people know that citinewsroom.com is a credible source. Once it’s coming from there, you can be sure it’s credible. And when you are sharing it, you can be sure you are doing the right thing. Obviously, they have done their checks already.
“However, if you have a situation whereby the story may be trending on Twitter [X] and other places, these stories that are trending may be scanty in their reportage, if you realise that the stories that are trending are not from credible sources, you can at least be in the interim consider them to be fake news.”
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