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For USA Today parent company Gannett, social media success has little to do with the news.
Two of its editorial franchises, Humankind and Problem Solved, have seen growth in their social reach across TikTok, YouTube and Instagram, where the brands have prioritized vertical video formats. There, the media company has used the viewership to generate advertising revenue and build awareness of the USA Today brand.
Humankind, which amplifies feel-good stories, has 4.2 million followers on TikTok—more than CNN, The Washington Post, Disney and Nike—and added 600,000 followers in 2022.