Is TikTok embraced as a place to get your news?

Exploring the Transformation of News Consumption on TikTok

In just four short years, TikTok has evolved from a platform for fleeting videos and viral dance challenges into a remarkable source of news and information. It's evident that TikTok's role in shaping the future of news media is profound.

Recent studies, notably one by Nick Hagar from The New York Times and Nicholas Diakopoulos of Northwestern University, published in New Media and Society, have dissected TikTok's impact on how news content is disseminated. This investigation revealed some surprising and, to many, concerning findings.

At the close of 2022, the Reuters Institute of Journalism noted that nearly half (49 percent) of the world's top news publishers were active on TikTok, and this number has likely swelled since then. However, to study how frequently these publishers were recommended to users, Hagar and Diakopoulos had to develop a unique methodology. TikTok, unlike other platforms, doesn't provide API access, the key tool for in-depth analysis. They initiated a 'pipeline' that extracted recommended accounts from TikTok, beginning with prominent names like The Washington Post, NBC News, National Public Radio, and PBS News. These were followed by news-producing accounts that were either news publishers, professional journalists, or news aggregators/commentators.

To gauge the value of these recommended accounts, they employed 60 bots with varying levels of interest in news to evaluate videos based on their transcript's overlap with The New York Times headlines. Astonishingly, of the 6,568 videos the bots encountered, only six qualified as 'news' by the authors' definition.

While this study may be disheartening for traditional news providers, those deeply entrenched in TikTok aren't surprised. The study's initial choice of four prominent U.S. news accounts, rather than independent news creators, is intriguing. It's no secret that users on platforms like TikTok, YouTube, and Instagram prefer the content of 'personalities' over mainstream news accounts. This trend is a testament to the changing landscape of media consumption.

V Spehar, who creates content about news as @Underthedesknews, articulated this shift perfectly, stating that traditional media clings to outdated metrics of success. TikTok emerged as a news source independent of traditional media, offering an escape from cable news. Its creators presented themselves as 'unbought' and more trustworthy, even though their content often stemmed from legacy media sources.

Many journalists have hesitated to embrace TikTok for various reasons, from camera shyness to the misconception that it's solely for teenagers. This hesitancy has led to a distinct dichotomy on the platform: mainstream news media accounts or unaffiliated news creators. A few straddle both worlds, producing original TikTok content while maintaining roles in traditional media, like Max Foster.

Foster, a CNN news anchor may have a substantial following, but he pales in comparison to Dylan Page, TikTok's 'news daddy,' boasting 9.8 million followers. Page's content predominantly covers on-diary news stories, largely sourced from legacy media. Traditional journalists may raise eyebrows at his approach, but in the absence of a traditional journalist's salary, news creators like Page have found innovative ways to make independent journalism thrive online. Their success underscores the evolving values of digital news media.

One key takeaway is that younger audiences have broadened their definition of newsworthy content. While traditional outlets may define news in a more rigid sense, TikTok users embrace a wider spectrum of information. The dichotomy between traditional and TikTok-based news media is not absolute; traditional media accounts on TikTok, like Sky News and VICE News, have amassed substantial followings, proving that this content resonates with viewers.

In this rapidly changing media landscape, it's more useful to define the content on TikTok as 'information' rather than 'news.' This perspective highlights the abundance of information that inundates TikTok daily. Content about news and information is no longer the sole domain of news creators; individuals from diverse backgrounds create videos discussing current events.

As TikTok continues to redefine how news and information are disseminated, it's crucial for both traditional news outlets and news creators to adapt to this evolving landscape. While challenges remain, TikTok offers a unique opportunity to reach new and engaged audiences. The future of news may not be traditional, but it's certainly dynamic and ever-changing, reflecting the evolving tastes and expectations of a new generation of media consumers.