The Today Show is leaning into social clips to reach younger audiences. 

The Today Show is leaning into social clips to reach younger audiences. The Today brand has successfully high levels of engagement on both TikTok and Instagram, with over 1B views on each in 2023. Despite competition from Good Morning America, Today’s strategy of expanding their presence across multiple accounts has helped increase their chances of going viral. With more than half of their social media audience being under the age of 45, the brand is aiming to show the importance of meeting younger generations where they are active online. (The Wrap)

📊 YPulse data: 43% of 13-39-year-old social media users have followed a brand on socials