Maroto González, IsaacFieiras Ceide, CésarVaz Álvarez, Martín2025-03-042025-03-042024Maroto-González, I., Fieiras-Ceide, C. and Vaz-Álvarez, M. (2024). Informing vs. promoting. The use of TikTok on France TV, BBC, and SVT. Frontiers in Communication, 9:1410306. https://doi.org/10.3389/fcomm.2024.14103062297-900Xhttps://hdl.handle.net/10347/40033This study explores the use of TikTok by public broadcasters France TV, BBC and SVT to measure its informational and promotional relevance on the platform, and to identify the types of videos that generate the highest levels of engagement among users. By examining the news profile associated with the information and the corporate profile of each of the selected broadcasters, 120 publications were analyzed, counting the number of users and interactions, including likes and levels of engagement of the content. In addition, a content analysis was carried out focusing on the formal, promotional and informative characteristics of the posts. The findings revealed an interest in both promotional and informational content shared by the platforms on TikTok. In the case of SVT, higher levels of engagement are observed in comparison to the BBC and France TV profiles. Among the contents with the highest engagement, those of an informative kind with a focus on social issues stand out, highlighting proximity and immediacy. In the promotional domain, videos about events and cultural content stand out. From a structural point of view, content designed specifically for the platform predominates, as opposed to adaptations and with a duration of <1 minengCopyright © 2024 Maroto-González, Fieiras-Ceide and Vaz-Álvarez. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these termsAttribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/TikTokinformationPromotionFrance TvBBCSVTDisinformationVerificationjournal article10.3389/fcomm.2024.1410306open access