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The New Tactics of TikTok Journalism
Miissouri School of Journalism: “Learn how to create successful, platform-specific content. TikTok has exploded as a source of news for young people, and its rise offers key insights for news organizations looking to adapt to changing audience habits. New research from Kaia Tran, MA ’25, highlights how to create news content that resonates with TikTok users.
More than half of TikTok users say they get their news on the platform, according to Pew Research, but only 14% follow the accounts of journalists or news organizations. With influencers and platforms playing an increasingly influential role in news consumption, news organizations have an opportunity to do more to harness TikTok’s potential. Tran’s white paper, available here, breaks down insights from TikTok producers at 11 news organizations from metro desks to national.
“This is basically a guidebook for news organizations who want to really get into TikTok,” Tran said. The guide provides strategies for story selection, engagement, and navigating the quirks of the platform’s guidelines and trend-driven, video-centric culture.
Key insights and strategies include:
- Using TikTok’s in-app tools to create content natively rather than simply re-purposing content. Audiences take notice and respond negatively to highly polished content they consider inauthentic to the platform.
- Finding which coverage resonates on TikTok.
- Engaging with TikTok trends to promote relevant news stories or put a fun, human face on the newsroom.
- Story structures and techniques that mesh with the short-form video format, such as:
- Loop-and-flashback narratives that begin with dynamic moments before providing context.
- Character-driven explanations using multiple personas to role-play different perspectives.
- On-location filming.
