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News outlets are thriving on TikTok thanks to digestible reporting and commentary on viral moments.

Feb 10 2022

News outlets are thriving on TikTok thanks to digestible reporting and commentary on viral moments. Multiple media companies across the sports, entertainment, digital, and traditional news sectors now count more than one million followers on TikTok, and their healthy followings show there’s a space for news on the platform—whether it’s pop-culture-focused or centered on hard news. Take The Washington Post’s TikTok, for example. Run by Dave Jorgenson, the account has racked up a massive following since the beginning of the pandemic for Jorgenson’s entertaining, at-home clips educating viewers on what’s happening around the world. And though entertainment is vital to engaging with young people on the app, ABC News has found that reporting hard news has also proven successful on TikTok: Good Morning America’s TikTok account balances their coverage with highlights of hard news interviews and lighthearted behind-the-scenes moments from the show, while ABC News’ most-viewed TikTok clip (9.9M views) features President Biden talking about a potential federal vaccine mandate. YPulse’s news consumption and trust research shows social media is Gen Z and Millennials’ primary news source, and if publishers play their cards right, TikTok could be a boon for presenting these gens with accurate yet entertaining news content. (Axios)