📱 The TikTok-ification of Media

Brought to you by Ad Orbit

Welcome to The Niche Fix. Each week, we will share insights from experts and professionals in the niche publishing industry. Have questions or thoughts about the industry? Reply to this email, and let’s chat!

But first…

The Niche Media Ad Sales Summit is back!

🗓 B2B Sellers - July 21–22 | Consumer Sellers - July 23-24| 💻 Virtual 

Led by top media sales coach Ryan Dohrn, this two-day summit is built for niche publishers ready to grow ad revenue — fast.

What you'll get:

• Proven sales scripts that actually work

• Smarter prospecting strategies

• Tips to overcome objections with ease

• How to sell value (not discounts)

• Digital, print, sponsorship, and event sales tactics

• Live Q&A and interactive coaching

Perfect for solo sellers or full ad teams. Join from anywhere. Curious what it’s all about? Check this out:

Now, let’s talk TikTok…

The TikTok-ification of Media: Should Niche Brands Care?

By Zach O’Brien

Short-form video has taken over the internet.

TikTok set the pace, and now Instagram Reels, YouTube Shorts, and even LinkedIn are playing catch-up. It’s fast. Addictive. Algorithm-friendly. And completely reshaping how people discover content.

But here’s the question: Should niche publishers lean into it? Let’s break it down.

*Quick self-promo: Niche Media is now on TikTok. You can follow us here

The Case For It

Social media isn’t just a place for entertainment anymore — it’s become a powerful discovery engine. Users increasingly rely on platforms to search for quick insights, whether it’s “how to prep a horse for trail riding” or “3 tips for building a franchise business.” If your niche content fits that mold, you might be overlooking a valuable, untapped audience.

The good news? You don’t need to go viral to succeed. On social, micro-content delivers micro-wins. Even a video that gets just 500 to 1,000 views can generate steady engagement with highly relevant viewers — the ones who actually care about your niche.

And the lift isn’t as heavy as it sounds. If you're already creating written content, you can easily repurpose it into short “talking head” videos or text-on-screen explainers. No new research needed — just a fresh format for content you’ve already created.

The Case Against It

Short-form video content isn’t the perfect fit for every niche. If your content is highly technical, compliance-heavy, or abstract, it may not translate well into a visual, short-form format. The platform thrives on immediacy and entertainment, which can be a tough match for topics that require deeper explanation or nuance.

There’s also the question of long-term value. Short-form content often delivers fleeting attention, not lasting loyalty. Many creators find that even with high view counts, it’s difficult to turn casual scrollers into subscribers or customers.

And then there’s the risk of platform volatility. Social media algorithms and priorities can shift overnight, leaving creators scrambling. Relying too heavily on one channel can create whiplash — and a major gap in your strategy if the platform’s direction changes.

A Smart Middle Ground

You don’t need to become a social media influencer (although it wouldn’t hurt). But experimenting with short-form video (even just 1–2 posts a week) can:

• Showcase your editorial voice

• Introduce your brand to new people

• Test what topics resonate with a broader audience

Start small. Use tools like Opus Clip, Descript, or even Canva to repurpose your best content into 30-second snippets.

If you’re a one-person team, it might look like:

• Recording yourself summarizing this week’s best news story

• Posting a “my hot take” voiceover on an industry stat

• Filming a quick reaction to trending news in your niche

• Overlay news tidbits on short video clips

• Showcasing the “behind-the-scenes” of your media business

Short-form video isn’t the future of media — it’s the current version of it. The best strategy? Try it, test it, and let the results (not the hype) guide your next move.

This issue of the Niche Fix is brought to you by Ad Orbit

ormerly known as MagHub, Ad Orbit helps hundreds of publishers worldwide sell, deliver, and bill for advertising revenue. The contract-to-cash platform combines a Customer Relationship Management (CRM) and Order Management System (OMS) to enable revenue teams to reach maximum effectiveness.

Developed over the last ten years to optimize publisher operations, the solution has evolved from a simple CRM tool to one that spans areas as diverse as:

• Ad Inventory Management

• Electronic Signatures

• Client Portals

• Ad Reminders/Proofs/Uploads

• Billing

• Accounts Receivable

• Built-in Business Intelligence (BI) reporting/dashboarding

• Service Sales & Project Management

While originally designed for Magazine Publishers, the platform has continued to adapt with the industry to support omnichannel advertising campaigns. Whether your ad runs on owned and operated channels like print, web, newsletters, webinars, OOH, events, and broadcast or via a programmatic distribution network – Ad Orbit helps your team keep everything organized.

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