E-COURSE: TikTok – Tips and tricks for journalists

Opening:

Welcome. Today, we are exploring how journalists can effectively use TikTok to engage with younger audiences, particularly Generation Z.

Section 1: TikTok’s Influence on News Consumption

TikTok has rapidly evolved from a platform for dance trends to a significant source of news, especially for younger demographics. According to the Reuters Institute for the Study of Journalism Digital News Report, a growing number of young adults now regularly get their news from TikTok worldwide. This shift highlights TikTok’s expanding role in the news landscape.

Moreover, TikTok’s unique algorithm presents content based on user interactions, allowing journalists to reach audiences beyond their traditional followers. This democratization of content dissemination offers both opportunities and challenges in delivering credible news.

Section 2: Understanding and Leveraging TikTok’s Algorithm

On TikTok, what you see is not based on who you follow, as it has traditionally been with social media platforms. It is based on what the algorithm learns that you engage with. This is why even new creators, including journalists and media, can go viral overnight. But to take advantage of this, you need to understand how TikTok’s recommendation system works.

How TikTok’s Algorithm Works

TikTok’s algorithm determines which videos appear on a user’s For You Page based on these key factors:

1. User Interaction Signals
   
   • What videos users watch in full or rewatch, versus scroll past.
   • Likes, shares, comments, and saves.
2. Video Information
   
   • Captions, keywords, and hashtags.
   • On-screen text and auto-generated subtitles.
   • The sounds and music used in the video.
3. Device and Account Settings
   
   • Preferred language, location, and device type.
   • While these settings influence recommendations, they carry less weight than interaction and content signals.
4. The Feedback Loop
   
   • The more engagement a video receives quickly, the more TikTok will push it to new audiences.
   • If engagement drops off, the reach decreases.

Section 3: Crafting Effective TikTok News Content

To resonate with TikTok’s audience, particularly Generation Z, it is essential to adapt traditional journalism to the platform’s dynamics. Authenticity is key. Generation Z values content that is relatable, real, and raw. They prefer content creators over traditional news hosts who present information in a genuine and unfiltered manner.

Structure for TikTok News Stories

1. Hook (First 3 Seconds): Capture attention immediately with a compelling question or statement.
2. Build-up: Provide concise context using engaging visuals and straightforward language.
3. Payoff: Conclude with a clear takeaway or call to action.
4. Create Content That Encourages Rewatching
   
   • TikTok favors videos with high watch time and rewatches.
   • A looping technique, where the final sentence seamlessly transitions back to the start, increases this.
   
   Example: A news explainer where the final sentence leads directly into the first frame, making viewers rewatch.
5. Post Consistently Without Sacrificing Quality
   
   • TikTok rewards active accounts that post regularly.
   • Posting one to two times per day is ideal, but only if the content remains high-quality.
   • Consistency signals reliability to the algorithm and audience.

Section 4: Optimizing TikTok News Videos with Keywords and Captions

Understanding TikTok’s Search and Discovery System

TikTok is increasingly functioning as a search engine, particularly for Generation Z users who rely on it for news and information. Unlike traditional search engines like Google, TikTok prioritizes engagement-driven discovery, but that does not mean keywords are not important.

• Spoken words in your video are transcribed and indexed. TikTok’s speech recognition technology analyzes what is actually said in your video, so relevant keywords should be included in your script.
• On-screen text is also indexed. Words appearing in native TikTok text overlays carry weight in discoverability.
• Captions and hashtags reinforce relevance. Including topic-specific terms in your caption and hashtags signals to TikTok what your content is about and helps it reach the right audience.

How to Use Keywords Effectively in TikTok News Content

1. Say Your Target Keywords Early in the Video
TikTok automatically transcribes and processes spoken content, so verbalizing your primary keyword within the first few seconds boosts relevance.
Example: Covering climate change protests? Open with:
“Thousands are marching today in the biggest climate protest this year. Here is what is happening.”

2. Reinforce Keywords in On-Screen Text
Using native TikTok text overlays, rather than manually edited captions from external software, increases the chances of TikTok categorizing your content correctly.
Example: If you are reporting on an election, add on-screen text that says:
“Why Generation Z voters could decide this election.”

3. Optimize Captions for Searchability
Unlike traditional social media platforms, TikTok allows longer captions, up to 2,200 characters, which can be used strategically.

Best practices for writing TikTok captions::

• Include the main topic keyword within the first sentence.
• Phrase it naturally, as if it were a Google search query.
• Avoid generic captions like “Breaking news today” without context.

Bad caption example:
“Live from the streets. Important news.”

Better caption example:
“Massive climate protests erupt in Berlin as activists demand urgent action. What happens next?”

Section 5: Engaging Generation Z Through TikTok

Engagement is crucial on TikTok. Generation Z users are not just passive consumers; they actively interact with content. Encourage participation through:

• Interactive elements such as polls, questions, and challenges to involve your audience.
• Duets and stitches to collaborate with users and expand reach.
• Timely responses to build a loyal following by engaging with comments.

Generation Z’s preference for relatable and authentic content means that traditional polished news delivery may not resonate. Embrace a more conversational and genuine approach.

Section 6: The Language of a TikTok News Video

The way we speak and present information on TikTok is different from traditional news broadcasts. The language of a TikTok news video is more direct, personal, and conversational. It needs to feel natural, not rehearsed.

Key Principles for Effective TikTok News Language

1. Use Short, Clear Sentences
   
   • Traditional news reports often use long, complex sentences. On TikTok, brevity is key.
   • Speak naturally and avoid jargon that could alienate viewers.
   • Example: Instead of saying, ‘According to a newly published report by climate scientists, global emissions are expected to rise by 12 percent in the next decade,’ say, ‘A new report says global emissions will rise by 12 percent in the next 10 years.’
2. Speak Directly to the Viewer
   
   • Address the audience as if you were speaking to a friend.
   • Use words like “you” and “we” to create a connection.
   • Example: Instead of, ‘The policy change will have broad effects on the general public,’ say, ‘This new rule will impact your daily life. Here’s how.’
3. Use the Active Voice
   
   • The active voice is more engaging and faster to process than the passive voice.
   • Example: Instead of saying, ‘A new law was passed by the government today,’ say, ‘The government just passed a new law.’
4. Be Conversational and Colloquial (Within Reason)
   
   • TikTok is not the place for formal, news-anchor delivery.
   • Example: Instead of, ‘Economic indicators suggest a potential downturn in consumer spending trends,’ say, ‘People are spending less, and here’s why it matters.’
5. Use Relatable and Emotional Hooks
   
   • Gen Z and millennial audiences connect better when there is an emotional element.
   • Example: Instead of, ‘The latest employment statistics reveal a shift in workplace dynamics,’ say, ‘Why are so many young people quitting their jobs? Let’s break it down.’
6. Incorporate Visual and Acoustic Stimuli
   
   • TikTok storytelling isn’t just verbal; it is highly visual and auditory.
   • Use cutaways, bold captions, and sound effects to emphasize key points.
   • Example: If reporting on rising gas prices, show a gas station price sign while saying, ‘Gas prices just hit a new record high. Here’s what you need to know.’

Closing:

“Embracing TikTok as a journalistic tool allows us to connect with a younger, dynamic audience. By adapting our storytelling methods to be authentic, engaging, and platform-specific, we can ensure that credible news thrives in the digital age.”

“Start experimenting with TikTok today. Share your stories, engage with your audience, and be part of the evolving landscape of journalism.”

Estimated Video Length:

13 minutes (approximately 1,350 words at a delivery rate of 130-140 words per minute plus the examples).