Daily Mail hits 25 million followers on TikTok

Daily Mail has passed 25 million followers on its main TikTok account, a milestone that underscores the publisher’s accelerating reach among younger audiences, as reported by InPublishing. The growth follows the launch of two new social-focused units aimed at reshaping how the Mail delivers news and entertainment across platforms.

Key Points from InPublishing’s Coverage

• Daily Mail now has more than 38 million followers across all its TikTok profiles and 150 million across wider social channels, generating billions of monthly views.

• The publisher says it has become a major destination for breaking news, cultural moments and entertainment content on social media.

• The milestone comes shortly after the launch of dmg newmedia and Creator Media, two dedicated publishers focused on young audiences and advertiser partnerships.

• Katie Davies said: “It’s a testament to the power of the Daily Mail’s newsroom to consistently deliver Seriously Popular content for a huge, engaged audience.”

• Nick Moar described the achievement as “a momentous” one that reflects the work of “journalists, editors and creatives building our social channels.”

• The Mail says its strategy is built on talent-led, visual and data-driven storytelling that meets audiences where they are.

Analysis

This development reinforces the widening gap between legacy publishers struggling to gain traction on youth-focused platforms and a handful of news brands that have successfully adapted to social-native formats. The Daily Mail’s ability to scale rapidly on TikTok suggests a disciplined approach to short-form video production, data-informed commissioning, and a willingness to treat platforms not merely as distribution channels but as editorial environments in their own right.

The creation of dmg newmedia and Creator Media indicates a deeper structural shift towards viewing social output as a distinct publishing business. That aligns with broader industry trends, where audience development teams are increasingly integrated with editorial and commercial strategy, often through talent-led formats that blur the lines between journalism and entertainment.

There are, however, clear implications. The Mail’s dominance on TikTok raises the bar for competitors who may lack the resources or institutional agility to match its pace. At the same time, sustained growth will depend on platform stability and algorithmic favour, both of which remain unpredictable. One credible scenario is that the Mail leverages this momentum to deepen advertiser relationships and build durable revenue models around social video. A contrasting outcome is that regulatory or algorithmic changes on TikTok reduce visibility, forcing publishers to diversify more aggressively or re-evaluate their investment in platform-led strategies.