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The Washington Post Takes to TikTok to Drive New Subscribers

It's part of a site-wide holiday sale

three images from tiktok: one is a man perched on a desk as an elf, another is an empty newsroom, and the third is a man with sunglasses on
After building up its user, base, The Washington Post recently used its TikTok account to drive new subscribers.Washington Post/TikTok
Headshot of Sara Jerde
By Sara Jerde

The Washington Post’s TikTok account serves as a window into the newsroom, with comedic takes at the hard news its reporters cover, silly riffs from the internet or kids being interviewed about how much they would pay for a T-shirt printed with the face behind the account, Dave Jorgenson. (Answer: 1 cent).

Though the account is an editorial product, it’s served as an organic marketing tool for The Washington Post, all while being clear not to stray too far from stating what WaPo is and why they’re on the platform.

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Headshot of Sara Jerde

Sara Jerde

Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.

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