TikTokxKUT: The Final Edit
May 5, 2022
Getting Started:
At the beginning of the semester, the four senior journalism students pictured above (Ty Marsh, Madeleine Ortiz, Jack Starks and Marcus Spears) sought out to create a project for the UTJ’s Digital Innovation Capstone class. During the pandemic, TikTok’s popularity blew up. Knowing this, we as a group sought out to utilize this powerful tool for engagement and storytelling by creating a TikTok account for local NPR-affiliated radio station, KUT Austin 90.5/KUTX 98.9.
The Process:
Over the course of 15 weeks, we worked to build a strong foundation and knowledge for the different kinds of videos that could be created - and which ones would do best. Through several tools and methods such as: buyer/audience personas, metrics, surveys, feedback and focus groups, we sought out to make KUT’s entrance on TikTok an unforgettable and engaging one. We also had the wonderful opportunity to work and brainstorm with Antonette Masando, podcast fellow at KUT, and Debbie Hiott, general manager of the station.
The Result:
So far, we have the KUT TikTok page up, running and posting (@kutkutxstudios). The videos we have created encapsulate some of the ideas we conceptualized for both specific approaches and content such as straight news, Q+A, behind-the-scenes and fun “filler” content that shows personality and authenticity - both very important and valued on TikTok. The product which we will leave behind includes a social media guide, which we hope can serve as a fundamental document that will guide the station should they pursue and continue the TikTok account. Within this guide contains a wiki/how-to explainer on how to make a TikTok at every step, audience personas, ideas for marketing messages and suggestions for different types of videos that would be engaging and entertaining. Through this project, we learned the importance of employing new tools/methods, gaining insightful feedback and efficient communication which are all tools we take with us in our careers and our lives.
Creating TikToks with KUT
April 1, 2022
Over the past few weeks, we have made great strides toward jumpstarting KUT’s presence on TikTok. At the moment, we have created a TikTok page for KUT and have begun producing videos to receive feedback. We got to this point by working with Antonette Masando, the social media manager at KUT, to establish what goals the company has for their social media and how TikTok could be incorporated into those goals.
Getting Started:
First, we decided with Antonette that KUT’s Black Austin Matters podcast would be our best starting point for this project. We made this decision for several reasons; this show is one of KUT’s most popular podcasts, this show is actively producing new episodes, the hosts are outgoing and willing to try new things, and the hosts have worked with students in the past to create TikToks.
We attended two tapings to gather content. Our main goal was first to observe KUT’s podcast recording workflow in order to find ways to create content from it. Our secondary goal was to record footage to create our first teaser TikToks. From these two tapings, we gathered dozens of video clips and several great, TikTok-worthy moments.
The Result:
From those taping sessions, we were able to create a behind the scenes TikTok of KUT’s studio 1A. Click on the link embedded on the image to view the TikTok.
Our Current Goals:
After getting a sense of KUT’s podcast workflow, we’ve started working closer with Antonette to create content for KUT’s other podcasts. The podcasts include Black Austin Matters, Pause/Play, The Breaks, and Texas Standard. Each group member has researched the shows and their subject matters and plans to collaborate with the hosts to create promotional and informative content.
Once approved by KUT, this content will be posted to the TikTok page
@kutkutxstudios.
Currently, we are waiting to reconvene with KUT to further solidify content ideas. In the meantime, our group is continuing to research successful content models on TikTok and discussing how we can apply these model’s to KUT’s brand image. We are very excited to be on the cusp of creating exciting, new content.
"I Saw That on TikTok"
February 18, 2022
Most if not all news sources use Facebook, Twitter and Instagram to promote their content. However, untapped potential and innovation may lie within TikTok, one of the most popular and most used social networking services today. Being that KUT is Austin’s NPR member station, we hope to potentially reach a new and untapped market. Through our partnership, we aim to enhance their audience’s experience through interesting and engaging short videos that promote their programs, podcasts as well as giving an insider perspective into the behind-the-scenes reporting process.
