Can TikTok Save the News Industry's Conversion Problem?

TikTok really wants advertisers to see it as more than an entertainment app; it’s pushing to be a full-funnel platform that drives not just brand awareness but also conversions and sales. “We’ve been listening and building alongside our partners to create tools that drive full funnel growth on TikTok from that first scroll to the final purchase,” said TikTok’s head of product solutions David Kaufman at TikTok World, the platform’s annual ad summit. In other words, TikTok is making the case that it can take a user from initial discovery all the way to the conversion stage – from awareness to action. This raises an intriguing question for news publishers: Can the same full-funnel approach work for journalism? Could TikTok (or similar platforms) help not only inform or entertain audiences, but also drive tangible actions like newsletter sign-ups, site visits, or even paid subscriptions for news organizations?

TikTok’s Push From Entertainment App to Full-Funnel Platform

For years, TikTok has been synonymous with viral videos and top-of-funnel brand buzz, but that perception is changing by design. TikTok’s leadership has focused on “full-funnel” capabilities since at least late 2023. Chief Strategy Officer Ben Dutter of agency Power Digital notes that TikTok “strongly believe[s] that TikTok can do everything from discovery to education to conversion,” claiming their data shows TikTok’s incremental return on ad spend is comparable to Meta’s. In short, TikTok wants to prove it can drive performance (like sales or sign-ups) in addition to awareness.

At TikTok’s recent product summit, the platform unveiled a slate of new ad tools all geared toward full-funnel marketing. One highlight is TikTok Market Scope, touted as a “first-of-its-kind” analytics platform to help advertisers identify and activate audiences at every stage of the funnel. When an advertiser logs into Market Scope, they can see real-time data on how many users are in the awareness vs. consideration vs. conversion stages of the customer journey, and which touchpoints (organic or paid) are most effective at moving people further down the funnel. Essentially, TikTok is giving brands visibility into the funnel dynamics within its app – from that initial video view, to perhaps clicking a profile or ad, to ultimately making a purchase or other conversion.

Another major update is TikTok’s new Search Ads functionality via an AI-powered Search Center in the Ads Manager. This will let advertisers target search queries on TikTok, complete with keyword planning tools, negative keywords, and previews, enabling more intent-based advertising on the platform. The idea is to capture users not just passively scrolling, but actively searching for content – a behavior that can signal mid-funnel interest or consideration.

TikTok also leaned heavily into AI-driven advertising products like “Smart+” and GMV Max (its answer to Google’s Performance Max or Meta’s Advantage+). These use AI to optimize ad delivery across TikTok’s ecosystem, including features like TikTok Shop. As TikTok’s Adolfo Fernandez put it, “At TikTok, we see AI as a force multiplier, not a replacement,” highlighting how AI enhancements (e.g. the new TikTok Symphony creative tools, automated affiliate ad content, and improved brand safety controls) aim to improve full-funnel results.

Why this full-funnel push now? TikTok is seeking a bigger slice of advertisers’ budgets, especially performance marketing dollars that traditionally go to Google or Meta. And despite regulatory clouds (the app faces a potential U.S. ban that’s been repeatedly postponed), advertisers are sticking with TikTok. In fact, through 2025 (year-to-date), TikTok’s top 10 advertisers have spent 10% more on U.S. ads than in the same period of 2024. If TikTok avoids a U.S. shutdown, it’s on pace to reach around $32 billion in global ad spend this year (2025), up ~24.5% YoY, astonishing growth that underscores how much marketers are betting on TikTok’s effectiveness. To keep that growth going, TikTok is innovating fast to prove ROI across the funnel.

“They strongly believe TikTok can do everything from discovery to education to conversion,” says one agency strategist, and TikTok’s new tools back that up. Jack Johnston of agency Tinuiti predicts TikTok will double down on measurement and automation – partnering with third-party measurement firms and pushing AI-driven products like Smart+ and GMV Max – to show that campaigns on TikTok can “win and retain a growing and loyal user base” and drive actual sales, not just views. In short, TikTok is no longer content being just the fun awareness channel; it’s making an aggressive play to be a full customer journey platform.

From Scrolling to Subscribing: Can TikTok Drive Conversions for News?

Given TikTok’s strides in full-funnel marketing, could similar tactics be used by news publishers to drive audience actions – such as subscribing to a newsletter, visiting a news site, or purchasing a digital subscription? Traditionally, news organizations have used social platforms mainly for audience reach and brand awareness, not direct conversion. TikTok is no exception: many publishers have flocked to TikTok to reach younger audiences with short, engaging news snippets, but few have managed to convert those viewers into known readers or subscribers. It’s largely been a top-of-funnel play.

There are signs, however, that this might be starting to change. TikTok itself has been courting news publishers more actively than other platforms. While giants like Meta and X (Twitter) have de-emphasized news content in feeds, TikTok has “embraced news publishing” and sees an opportunity to fill that void. TikTok’s Pulse Premiere program, launched in 2023, even offers select news publishers a 50% ad revenue share by placing brand ads directly after their TikTok videos. In essence, TikTok is telling publishers: bring your content here, we’ll help you monetize and reach our massive user base. This friendlier stance (at least compared to Facebook’s retreat from news) sets the stage for publishers to not just gain eyeballs but potentially drive outcomes on TikTok.

That said, turning TikTok viewers into subscribers or members is easier said than done. News content on TikTok tends to focus on creative engagement and building trust with younger viewers. A great example is The Washington Post’s TikTok account, famous for its humorous behind-the-newsroom skits featuring journalist Dave Jorgenson. The Post’s TikTok has amassed a large following by being funny and authentic while still reminding users “We are a newspaper,” as its bio says. For years this was purely an organic marketing tool – a way to keep the 143-year-old Washington Post brand relevant with Gen Z – with no direct ask of viewers beyond maybe a profile link click. Now, we’re seeing first experiments in converting that TikTok audience. Last year, The Washington Post tried using its TikTok to drive new paid subscribers during a holiday promotion. The team posted a TikTok video (essentially a cleverly packaged ad) for a site-wide subscription sale, and it racked up over 23,000 views. The post didn’t explicitly scream “advertisement,” blending in with the account’s usual style, but it funneled viewers to a special landing page for the subscription deal. This was a small test – 23k views is modest by viral TikTok standards – yet it represents a pivotal shift: a legacy newsroom actively leveraging TikTok to capture paying customers, not just goodwill.

Other publishers are undoubtedly watching such tests closely. If TikTok can be a discovery-to-conversion pipeline for e-commerce brands, could it do the same for, say, a newspaper subscription or a nonprofit news membership? The potential is there. TikTok’s product ecosystem is increasingly suited for action-oriented outcomes. For instance, TikTok has introduced in-app Lead Generation ads that let users submit their email or info via an Instant Form without leaving TikTok. A publisher could use these to collect newsletter sign-ups or offer free trials. TikTok also allows certain links in bios or even in videos for business accounts, meaning a news outlet can direct interested viewers to “link in bio” for subscription offers or to read more on their site. Additionally, TikTok’s self-attribution and analytics improvements mean an outlet running ads can better track if a TikTok campaign led to a conversion (e.g. someone clicked and subscribed). These are capacities that weren’t available or reliable a couple of years ago on the platform.

It’s worth noting that independent news creators and journalists on TikTok have been early adopters of using the platform for conversion. Many savvy creators treat TikTok as the top of their funnel: they attract followers with bite-sized explainer videos or commentary, then convert the most engaged fans into newsletter subscribers, Patreon supporters, or paying community members. We’re seeing an emerging playbook among solo creators that traditional publishers might learn from: engage on TikTok, then capture emails or sign-ups for direct channels.

The use case for legacy media on TikTok as a conversion tool might differ slightly. A major news publisher has brand credibility and resources, but also higher stakes for conversion (convincing someone to pay $10/month for news is a taller ask than getting them to follow a free Substack). These publishers might start by converting TikTok viewers into registered users or newsletter signups as an intermediate step. Once a user is “in the funnel” – e.g., subscribed to a free daily news briefing after seeing a TikTok – the publisher can nurture that relationship toward a paid offer down the line. TikTok’s full-funnel analytics could actually assist here: if Market Scope or similar tools become available to content partners, a publisher could theoretically see how many TikTok users they have at awareness (watched our video), consideration (perhaps clicked our profile or engaged), and conversion (clicked out to subscribe), then tweak their strategy accordingly. This kind of data-driven funnel optimization is common in e-commerce but nascent in news marketing.

The Bottom Line

TikTok’s evolution into a full-funnel marketing platform is a fascinating development – it shows social media maturing from mere engagement toward delivering concrete business results. For news organizations, which have historically struggled to convert digital audiences into loyal readers or subscribers, there is much to learn and cautiously embrace here. A full-funnel approach to news marketing on TikTok might involve creating addictive short-form journalism that hooks people (top of funnel), interacting and building trust via comments or lives (mid funnel), and then leveraging TikTok’s ad products or links to offer something of value (a newsletter, a trial subscription) at the right moment (bottom funnel). The end goal is to get the user to take that next step – whether it’s entering an email, downloading a news app, or paying for content.

Early experiments, like the Washington Post’s TikTok subscriber promo, suggest it’s possible to nudge TikTok viewers down the funnel without alienating them. The scale of TikTok means even a small conversion rate can yield meaningful numbers – if 1% of a video’s million viewers subscribe to a free newsletter, that’s 10,000 new leads in one swoop. TikTok’s own data and case studies reinforce that users can act: 70% of TikTok “shoppers” have made a purchase after seeing an ad or shoppable post. The “product” in journalism is different (information and community rather than a gadget), but the psychology of conversion – get interested, see value, reduce friction – is universal.

Of course, not every TikTok trend or tool will translate neatly to news. But as platforms continue to dominate attention, newsrooms must be savvy in using those platforms to funnel attention back into meaningful engagement. As one digital publishing expert put it, “Owning consumer relationships will no longer be a choice; it will be a matter of survival” in an era when algorithms, AI search, and walled gardens can cut publishers off from their audience. TikTok’s full-funnel push is one attempt to bridge that gap – turning fleeting views into relationships. If journalism can ride that wave, meeting young audiences where they are and guiding them to take action, it could help solve a piece of the sustainability puzzle.

In summary, could TikTok’s full-funnel approach work for journalism? Yes – in theory. The ingredients are there: massive reach, engaging formats, and new tools for conversion. But success will require experimentation, creative content strategy, and a keen eye on metrics. It will also require news publishers to think a bit more like marketers without losing the essence of what makes their journalism valuable. Done right, the TikTok generation’s “first scroll” might just lead to the news industry’s next generation of subscribers and members.