inma: “…TikTok is not merely for teenagers. About 75% of its users in Britain are aged 18 to 44, and about 60% are female. The overwhelming majority consume it as a single-screen activity: they are glued to the app for an average of around an hour per day. The Economist launched on TikTok in July 2022. We sought to replicate the success we had enjoyed on Instagram: There, we had built an audience of 6 million followers, two-thirds of whom were between 18 and 34, and had established the platform as an important source of traffic and subscriptions. TikTok allowed us to deliver our journalism to new and younger audiences in a format they were familiar with and comfortable with — and attract our next generation of subscribers in the process…”