Jake Lloyd oversees social media strategy and content posting across several platforms – bringing the organization’s work to a wide range of target audiences, consistently increasing visibility and keeping a finger on the pulse of the top stories that relate to news literacy. He's worked in nonprofit communications for more than 15 years and was previously a sportswriter in Durham, NC, and Washington, DC.
10:45 a.m.–11:30 a.m. PT — Thursday, February 26, 2026
TikTok has become a primary source of information, inspiration, and discovery for millions—especially younger audiences—but in a feed dominated by entertainment and controversy, valuable brand content can struggle to stand out. This session explores how brands can grow on TikTok by rethinking how they share expertise, insights, and ideas in ways that feel native to the platform.
We’ll break down what actually drives attention and growth on short-form video today, and how brands can compete in TikTok’s attention economy without simply chasing trends. You’ll learn how to write scroll-stopping content, adapt viral moments to your niche, and use platform features to drive both engagement and impact—creating content that’s entertaining, informative, and built to travel across platforms.