Senior Social Media Producer (TikTok) New Media Unit

Government Recruitment Service; Glasgow; On-site; GBP 30,000 - 40,000; Full time

Job summary

A government agency is seeking a Senior Social Media Producer to shape its TikTok strategy. You will lead the production of engaging content, ensuring accessibility while balancing creativity. Responsibilities include managing production logistics and crafting compelling copy that resonates with the audience. If you are passionate about using social media to connect with the public, this position offers a unique opportunity to influence government communications.

Qualifications

• Experience in producing social media content, especially for TikTok.
• Ability to develop strategies that resonate with target audiences.
• Strong copywriting skills for digital content.

Responsibilities

• Lead the production of engaging TikTok content.
• Own the workflow from development to publishing.
• Develop TikTok-first content strategies that leverage trends.

Skills

Content creation

Social media strategy

Copywriting

Audience engagement

Project management

Job description

Overview

The New Media Unit
The New Media Unit (NMU) is part of the Government Communication Service (GCS) and sits within the Cabinet Office. Established in November 2024, our objective is to reach audiences where they actually are, rebuild trust through authenticity and prove that government communications can be genuinely engaging.

We've been testing bold ideas, pioneering new approaches and creating a culture where experimentation is encouraged. This isn't about playing it safe, it's about discovering what truly connects with people in their everyday digital spaces.

This is a rare opportunity to shape the future of government communications at its heart. Your creative vision and TikTok expertise will directly influence how millions of people engage with information that affects their lives.

As a Senior Social Media Producer, you'll be the creative force behind the government's presence on TikTok. This isn't about translating press releases into posts: you'll pioneer new formats, from trending challenges and behind-the-scenes storytelling, to creator collaborations and reactive content that captures cultural moments.

Reporting to the Head of Production, you'll be an all-rounder who can turn their hand to all aspects of social media production; equally adept at combining hands-on content creation at locations across the UK with strategic oversight and building innovative content strategies that connect with audiences.

You'll work side-by-side with two other producers on the day-to-day running of the UK Gov TikTok channel, whilst collaborating with creative teams, working with other government departments and external creators to produce content that genuinely engages rather than simply broadcasts.

Key Responsibilities

• Creating platform-native content that performs: Lead the production of scroll-stopping, social-first content, from vox-pops capturing real voices to street interviews, creator-led shoots and reactive trend-driven content.
• Managing end-to-end production: Own the full workflow from development and scripting through filming, editing and publishing. You'll know when to grab your phone for an authentic moment and when to plan a shoot in detail.
• Building TikTok-first strategies: Develop content plans and strategies specifically for TikTok, harnessing trends, sounds and cultural moments that resonate with target audiences. You'll have the freedom to experiment and the support to take creative risks.
• Optimising for engagement and inclusion: Ensure content works for TikTok’s unique style whilst remaining accessible to diverse demographics. You'll balance creative innovation with accessibility standards, making sure captions, alt text and inclusive approaches are built into your creative process from the start.
• Crafting compelling copy: Write and edit clear, engaging copy for video scripts, captions, on-screen text and other digital assets. You'll translate complex information into language that connects with audiences whilst ensuring accuracy.
• Managing production logistics: Ensure production-related usage/licence agreements, contributor consent and location permissions meet legal standards, with support from the Head of Production.