Episode 69 – A TikTok Plan for Public Sector


Instagram has gone all TikTok, and you’re feeling left behind. Keep listening because I’ve got your public sector and government TikTok plan sorted. 

In this second episode of Season 4 of the Public Sector Marketing Show, I’m sharing my views on the Great Meta Manoeuvre – the transformation of the timeline as we know it.

As marketers and comms professionals you’re probably feeling adrift watching on as social media undergoes another chrysalis; and every platform trying to become the top social butterfly. 

The battle is real. So, let’s take this time to pause, reflect and prepare to take action. 

As always, I have you covered! 

Coming up in episode 69: 

  • > What I really think about Instagram and Facebook going all TikTok 
  • > Even Google is admitting TikTok is taking its search traffic 
  • > Why TikTok needs to be front and centre of your 2023 social media plan
  • > I speak to Jim Macnamara, Group Head of the GovComm Group in Australia who has been working with New South Wales Department of Health on TikTok campaigns


Column | Google Fears Rush to TikTok & TV Viewing Overtaken by the App 

Google has been left reeling after admitting that it is losing search traffic to TikTok and Instagram. This is a major shift in public behaviour and one that public sector marketing pros need to take note of.

According to Tech Crunch the TikTok threat to Google’s business isn’t just limited to YouTube, as it turns out. Core Google services, including Search and Maps, are also being impacted by a growing preference for social media and videos as the first stop on younger users’ path to discovery, a Google exec acknowledged today, speaking at an industry event.

Senior Vice President Prabhakar Raghavan, who runs Google’s Knowledge & Information organization, referenced the popular social apps in a broader conversation at Fortune’s Brainstorm Tech conference about the future of Google’s products and its use of AI.

In a discussion about the evolution of search, he somewhat offhandedly noted that younger users were now often turning to apps like Instagram and TikTok instead of Google Search or Maps for discovery purposes.“We keep learning, over and over again, that new internet users don’t have the expectations and the mindset that we have become accustomed to.” Raghavan said, adding, “the queries they ask are completely different.”

These users don’t tend to type in keywords but rather look to discover content in new, more immersive ways, he said.

“In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search,” he continued. “They go to TikTok or Instagram.”

The figure sounds a bit shocking, we have to admit. Google confirmed to us his comments were based on internal research that involved a survey of U.S. users, ages 18 to 24. The data has not yet been made public, we’re told, but may later be added to Google’s competition site, alongside other stats — like how 55% of product searches now begin on Amazon, for example.


Consulting | Making the Case for TikTok in your Government or Public Sector Agency

If not now, when?

While there are still some skills gaps around TikTok in public sector, the early adopter advantage is something to consider along with the expectation of your citizens that you will be there.

Here are 5 reasons to join TikTok now.

  1. Get Early Adopter Advantage
  2. If Not Now, When?
  3. Your Citizens Expect You There
  4. If Meta is Changing Their Strategy, Then So Should You
  5. The Skillset of Mobile Video is a Game Changer

Interview with Jim Macnamara

I speak to Jim Macnamara, Group Head of the GovComm Group in Australia who has been working with New South Wales Department of Health on TikTok campaigns.


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Thank You for Listening!

Thank you for tuning into episode #67 to find out News V Narrative in Digital Communications.  If you are a regular listener, please rate and review our show.

Don’t forget to get in touch with your questions. I love hearing from my listeners, don’t be a social media stranger. Tweet me at @JSTweetsDigital

If you would like to be a guest on the show, please get in touch. Email Joanne at [email protected].

If you haven’t already, please subscribe to The Public Sector Marketing Show or your preferred podcast platform.


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