Videos of Fashion Week shows, of actors and influencers on the red carpet or of singers in the middle of a gala dinner, some of which are close to 100 million views.
Here is the winning recipe from celebrity magazine
Gala
on TikTok.
Sold by the Vivendi group and its subsidiary Prisma Media to the Figaro group at the end of last year, this essential weekly paper press has just exceeded 10 million subscribers on the social network.
Gala
thus becomes the third most followed media account in the world on TikTok, behind the American channels ESPN (44.6 million) and Nickelodeon (14.6 million) and ahead of MTV, Discovery and the French Brut.
Read alsoIn the fold of the Figaro group, the Gala magazine redoubles its ambitions
Launched in 2020, the magazine's account has experienced rapid and “ 100
% organic
” growth on the platform , underlines
Gala
editorial director
Matthias Gurtler.
The key to this success lies in the magazine's immersive way of filming the atmosphere of different events.
From the state dinner at the Élysée with the King of England to the Ballon d'Or ceremony and, this week, the Dior haute couture fashion show... Journalists reveal to Internet users behind the scenes of these exceptional events.
“
We always choose to film celebrities after the photocalls so that our subscribers have the feeling of accompanying them to these events and knowing them a little more intimately
,” describes Matthias Gurtler.
6.4 billion views
In total, the 6,800 videos published on
Gala
's TikTok account have recorded no less than 6.4 billion views.
They have the particularity of always being without comments.
A bias on the part of
Gala.
“
On TikTok, we create a sort of news feed with fairly raw and immediate content, adapted to the codes of the platform.
Unlike Instagram, where we offer more editorialized content
,”
continues Matthias Gurtler.
“
On TikTok, we are a bit like the CNN of glam
!
»,
he laughs.
These videos reach a mixed audience (47% men, 53% women) and intergenerational audiences.
The audience is made up of 34% 24-24 year olds, and 21% over 35 years old.
@gala.fr
#jeremyallenwhite #ayoedebiri #thebear #goldenglobes #Filmtok
Congratulations - Post Malone
The TikTok account is powered by a team of ten people dedicated to social networks, but also by the entire editorial staff.
The latter travels the world to cover “
both the Sundance Film Festival, in the United States, with the presence of international actors, such as Kristen Stewart, and the Schiaparelli fashion show in Paris on Monday
,” explains the editorial director.
In the future, the magazine would even like to develop multiplexes on the major events it covers for TikTok.
“
We could thus offer our subscribers the opportunity to experience, for example, Fashion Week live from several angles
,” imagines Matthias Gurtler.
Another objective is to ensure that the magazine's Instagram account (718,000 subscribers) exceeds "
one million subscribers
", aims the editorial director.
Gala will also unveil a new format for the paper magazine on March 21.
“
With a new model and a new iconographic approach
,” reveals Matthias Gurtler, who specifies that a new gala.fr site should also arrive in the coming weeks.