20 May 2026
Zoom | 15:00 CEST / 09:00 EDT
How Deutsche Welle runs TikTok across markets
About this webinar:
Over the past few years, TikTok has become one of the most important platforms for reaching younger audiences, but building a sustainable editorial presence requires far more than adapting existing content into vertical video. Newsrooms need to rethink storytelling, workflows, and audience strategy to operate effectively in an algorithm-driven environment.
In this NCX webinar, Erika Marzano, Audience Development Manager at Deutsche Welle, will share how the organisation has scaled its TikTok presence across multiple markets and languages. She will break down how DW structures its growth across editorial teams worldwide, the formats and strategies used to build large audiences on the platform, and what it takes to create journalism designed for algorithmic distribution. The session will also explore how newsrooms can align social video efforts across markets and what the rise of short-form video means for the future of global news distribution.
Speaker: Erika Marzano, Head of Audience Development, Deutsche Welle
Moderator: Pierre Caulliez | Founder, Yoof / WAN-IFRA Lead, News Creator Exchange