As an addition to the article: Douyin, the Chinese version of the Western TikTok, might work in a different way. As a study regarding visual propaganda of Douyin accounts of Chinese central and local news agencies on China’s Douyin found in May 2024:

The results [of the research] delineate a divergence in focus between central and local news agencies: while the former prioritizes content related to the military, police, and firefighting, the latter emphasizes “livelihood warmth” topics. Central agencies predominantly feature soldiers, police officers, and firefighters, whereas local agencies portray individuals devoid of explicit political affiliations alongside other influencers. Emotional scrutiny unveils a contrast in strategies, with central agencies predominantly evoking emotions such as anger, disgust, fear, and intolerance, while local agencies employ anticipation, acceptance, and respect. This investigation underscores the profound influence of political authority within China’s propaganda framework, shaping both the substance and emotional resonance of political short videos within a hierarchical paradigm […]

Owing to their distinct positions within the hierarchical framework and their varying areas of jurisdiction, local government media at each level exhibit more pronounced hierarchical disparities in their propaganda compared to the central government. In general, the closer the themes and visual characteristics are to “Military, the police, and firefighting”, the less distinguishable they are from central media. Conversely, the more they focus on “People’s livelihood and warmth”, the more likely local governments are to adopt innovative promotional strategies concerning “points” while emphasizing regional characteristics. Although the local news agencies more actively produced content on Douyin than did the central news agencies, the central news agencies received more attention from the public.