TikTok: An Unconventional Approach to News Consumption
In an era dominated by social media, we are witnessing not only the emergence of new platforms but also a shift in their purposes. Social media has evolved from merely connecting individuals to becoming a powerful tool for sourcing information. One platform that demonstrates this transformation is TikTok, which has transitioned from a quick-form video content application to one that is used more and more as an optimised search engine for news.
The Rise of TikTok as a News Source
A 2023 study by the Pew Research Center highlights a significant change in news consumption patterns. TikTok has emerged as a notable news source, with the percentage of users accessing news through the app increasing from 22% to 43%. With Meta (formerly Facebook) deciding not to renew its commercial deals with Australian news media companies, TikTok has the opportunity to solidify its position as a legitimate news platform, but it must balance entertainment with factual reporting. This is something PR Practitioners and traditional journalists are continually advocating.
The Appeal of TikTok News Content
What makes TikTok’s news content appealing? One key factor is its short-form video format. These bite-sized pieces of information are easily digestible, catering to a wide audience. However, this format also reflects a broader trend: a shortening attention span when it comes to news consumption. Even traditional journalists are adjusting their approaches to accommodate this shift.
TikTok Influencers Shaping the News Agenda
Beyond user engagement, TikTok content now actively shapes news agendas and trends. Consider American influencer Karissa Eats, whose TikTok video declaring the Hungry Jack’s Tropical Whopper was “nearly as big as her head” garnered significant attention. With a following of 3.1 million, Karissa’s genuine thoughts on the burger had a ripple effect. A journalist at nNews.com.au picked up, summarized, quoted, and redistributed her post. Through syndication across the News Corp masthead, it reached an audience of over 24 million individuals.
The Power of Influencers in User-Generated Content
Influencers wield considerable influence on these platforms. They create user-generated content (UGC) that resonates with audiences and can significantly impact brands. As TikTok continues to evolve, its role in shaping news consumption and content creation remains unconventional yet powerful.
Navigating News Norms in PR and Communication
As TikTok reshapes the landscape of news consumption, it presents both challenges and opportunities. For communication As TikTok reshapes the landscape of news consumption, it presents both challenges and opportunities. For communication and public relations professionals, staying up to date with these changing norms is crucial. Here’s why:
- Adaptability: Communication practitioners must adapt their strategies to leverage TikTok’s unique format. Short-form videos demand concise messaging, and understanding how to convey impactful information within seconds is essential.
- Influencer Dynamics: TikTok influencers wield significant influence over news trends. Their content can quickly go viral and impact public perception. Practitioners should monitor these influencers and identify collaboration opportunities.
- Audience Reach: With millions of users accessing news on TikTok, communication practitioners need to explore this platform as a potential channel. Crafting compelling narratives that resonate with TikTok’s audience is a skill worth mastering.
- Media Relations: As TikTok becomes a legitimate news source, media relations strategies must evolve. Building relationships with TikTok creators and journalists covering TikTok trends can enhance brand visibility.
In this dynamic landscape, communication professionals who embrace TikTok’s unconventional approach will thrive. By staying informed and adapting practices, we can navigate the ever-changing currents of news consumption.
