​01.02.2025

Engaging with the Future: Sinje Matzner and Werner Pastula on SWR's Success in Social Media

by Eyes & Ears of Europe

In the dynamic world of social media, SWR has recently taken a significant step: By launching its own brand channel on TikTok, the broadcaster aims to excite the younger generation with its video content. In just ten days, impressive results have already been achieved, including over 10,000 followers and several clips with more than a million views.

To dive into this exciting launch and the strategies behind it, we spoke with Werner Pastula, Deputy Head of Communications and Head of Brand Management and Design at SWR, and Sinje Matzner, Head of Editorial Channel Management. Werner brings years of experience in developing brands and media offerings and is deeply involved in the topic of digitalization. Sinje's team has been translating the SWR strategy into a rapidly growing Facebook account for years, which now also operates under the central SWR brand.

Luise Flügge (Editorial, EEofE): The SWR recently launched its own channel on TikTok. What were the main goals behind this decision, and how does the channel fit into the overall strategy of SWR?

Werner: SWR is here for everyone and has a lot to share from the Southwest, which is especially relevant and interesting for younger audiences between 20 and 34. This is already reflected in the huge reactions to videos related to our SWR format Down The Road. This is just the first sign of how life guidance and storytelling can succeed in the digital space while still exuding "Southwest-ness."

Sinje: Many people long considered TikTok just a dance app, a niche platform. But now it's clear to everyone: the platform achieves top reach with young users. We don't want to leave this forum to one-sided influencers or right-wing parties. Of course, we think carefully about which platforms we want to distribute our content on. But with TikTok, it was clear that our SWR docuseries, from Nachtstreife to Unfallklinik, were being grabbed and uploaded by others, so we thought: let's do it ourselves. There is obvious interest in "flashlights" from real life, which are entertaining and focused on the public good.

Luise: You mention the target group of 20- to 34-year-olds. What specific content and formats are you planning to attract this young audience?

Sinje: We're still in design sprints to develop further format ideas, often using AI tools. We want to surprise our users with something they wouldn't expect from us. The backbone of the channel will still be the documentaries and docuseries from SWR. We want to show that engaging for the community is worthwhile. Democracy requires effort but also fun. Being there for each other provides security. We can’t just be part of the problems; we can also be part of the solution. And we do that by strengthening our institutions, not by abolishing them. Getting involved does good for everyone!

Luise: The first videos have already achieved over a million views. What factors do you think contributed to this rapid success?

Sinje: Our channel managers, Isabelle Kern and Tim Apitzsch, have a lot of experience with social media, especially through Facebook, but also with pop-up accounts on TikTok. We leverage the intelligence of the whole team: Many posts are discussed every morning in our editorial daily, and we engage with the target audience as much as possible. A feel for the platform and the algorithm, great content, and a clever selection of scenes with a focus on interaction are key success factors. But the most important factor remains: genuine interest in the community, a deep and open exchange with users in the comments – and Isabelle and Tim dedicate many hours to this, and it pays off.

Luise: How have you organized collaboration within your team to ensure such a successful launch, and what role did your brand strategy play in this?

Werner: Recently, we've been working consistently on the future positioning of our brand, developing and promoting clear, cross-media brands for various areas. The SWR itself is also central to this, as the "Central Sender Brand." It consolidates its brand and offering world as a whole, is an active storyteller, and invites dialogue and discourse. On TikTok, we are now stepping into exactly this role, complementing content from other offerings.

Sinje: We've carried over from Facebook what we've learned over the years, especially customer orientation. And then we embraced TikTok, well aware that the platform has very specific demands. The team experimented intensely beforehand, cutting and discarding many ideas until it worked – and also tested things directly on the platform.

Luise: With digital transformation in the audiovisual sector, many broadcasters face challenges. What measures does SWR plan to take to keep up with the constantly changing media landscape, particularly regarding platforms like TikTok?

Werner: The most important thing is to produce content that offers real value to people while fulfilling overarching promises such as reliable information, life in the Southwest, vibrant culture, and fun and the best entertainment. Where and how these are processed and placed is the second step, and here we remain agile to reach as many people as possible, delivering what benefits them where they are and helps them move forward.

Sinje: Machine-readable metadata is the most important topic for me in 2025. The arrival of AI assistants will open up new distribution possibilities for us. We want to be there. Soon, perhaps, a friendly little buddy-bot will recommend not only appetizer-sized TikTok videos but also the full documentaries in the ARD Mediathek.

Luise: Thank you for taking the time to share these fascinating insights into your work. We can only say that it's definitely worth subscribing to SWR on Facebook and TikTok. We’re excited to see where the digital journey takes you!

Luise Flügge spoke with: Sinje Matzner, Head of Media Library Channel Management & Online Coordination at SWR, and Werner Pastula, Head of Brand Management and Design at SWR.

Further Links:

SWR on TikTok: https://www.tiktok.com/@swr?is_from_webapp=1&sender_device=pc

SWR on Facebook: https://www.facebook.com/swr