Minority Language Media and TikTok: Exploring Use by Broadcasters and News Outlets in Basque

In the context of the rise of short-form audiovisual media content, this article examines how traditional legacy media outlets operating in a minority language are adapting to TikTok. While prior research has examined the use of Facebook and Twitter/X, the role of TikTok within minority language media ecosystems remains underexplored. Using a mixed-methods approach, the study examines 26 TikTok accounts belonging to television, radio, and newspaper outlets. The dataset, collected in 2025, combines quantitative engagement metrics with qualitative analysis of content purpose, format, language use, and interaction. The findings reveal uneven performance across outlet types: broadcaster sub-brands and entertainment-oriented accounts achieve higher engagement, while newspapers show more limited impact. Overall, performance is shaped by both platform adaptation strategies and structural constraints linked to outlet type and its position within the immediate media ecosystem.