Relatable, real, raw: TikTok’s power in news for Gen Z

As news consumption continues to evolve towards digital platforms, TikTok has emerged as a standout for Gen Z, reshaping how younger audiences engage with information. With its unique blend of short-form, dynamic videos, TikTok has transformed into a go-to source for news, where users seek more than just updates – they seek relatability and authenticity. The platform’s meteoric rise, especially among 18-to-24-year-olds, marks a shift that traditional newsrooms must address if they are to remain relevant to younger audiences.

TikTok’s rise as a news platform

According to the 2024 Reuters Institute Digital News Report, TikTok’s importance for news consumption among younger users is skyrocketing. The report highlights that 23% of users aged 18-24 now regularly turn to TikTok for news, which is more than double the overall U.S. average of 9%. This rise is even more pronounced in regions like Africa, Latin America, and parts of Asia, where TikTok is becoming a dominant news platform, with as much as 39% of users in countries such as Thailand using it for weekly news​.

But what sets TikTok apart? Unlike traditional social media platforms built around social graphs, TikTok’s strength lies in its algorithm-driven content. It focuses on video content that feels personal, unfiltered, and often delivered by influencers or content creators who connect with audiences through relatable, authentic storytelling.

This content is far from the polished professionalism of legacy news anchors; instead, it feels like someone familiar – someone “real” – talking to you directly. The seamless blend of entertainment and news content on TikTok resonates with Gen Z, allowing them to consume information in bite-sized, engaging formats.

In addition to the dynamic videos, another popular format that resonates with Gen Z is digestible daily or weekly briefings. These concise updates offer a quick way to stay informed about current events without overwhelming the audience (and its attention span) with excessive information. By presenting the most important news stories in a concise, easy-to-consume, snackable format, briefings ensure that younger audiences remain connected to the news while respecting their preference for streamlined, efficient content.

Authenticity and relatability: the key to capturing Gen Z

Gen Z’s preference for news delivered by relatable hosts stems from their deeper desire for authenticity. Research underscores that this generation is drawn to creators who present news in a way that feels genuine. Whether through personal insights, open discussions about current events, or even admitting mistakes, these creators build emotional connections with their audiences. The perception of authenticity is crucial in an age where skepticism towards mainstream media is at an all-time high.

As platforms like TikTok thrive on this dynamic, creators are blending personal experiences with news reporting. For example, some TikTokers mix coverage of trending news topics with insights into their daily lives or opinions. This approach offers a transparency that traditional media often lacks, where journalists are viewed as distant or out-of-touch. For Gen Z, a journalist who is willing to share behind-the-scenes moments or publicly acknowledge a mistake makes them more relatable and, therefore, more trustworthy.

Furthermore, the short-form, fast-paced nature of TikTok aligns with Gen Z’s consumption habits. They prefer to consume information in digestible snippets, allowing them to stay informed without the burden of sifting through lengthy articles or broadcast segments. This allows for immediate engagement, easy sharing, and the ability to transition seamlessly between news and entertainment.

Why newsrooms need to put journalists on (the vertical) screen

As TikTok becomes a growing source of news, the role of the traditional newsroom must evolve. One critical adaptation involves empowering journalists to become the faces of their brands, stepping into the spotlight to engage with younger audiences in the formats they prefer. Here’s why this is essential:

• Humanising journalists: Gen Z doesn’t want faceless corporations delivering news. They want people they can relate to – individuals who feel approachable and real. Encouraging journalists to put themselves on camera, share their thoughts, and interact directly with viewers can help break down the barriers that often exist between news organisations and their audiences. Platforms like TikTok thrive on this personal connection, and journalists must embrace this shift, moving away from the impersonal, distant tone that traditional outlets often rely on.
• Building trust through authenticity: In an era of widespread misinformation, trust in the media is more fragile than ever. Gen Z is not simply looking for polished newscasters; they want reporters who seem genuinely invested in the stories they cover. Newsrooms must encourage staff to show vulnerability and be transparent in their reporting processes. By allowing journalists to share their personal experiences and reactions to the news, organisations can build stronger, more authentic relationships with their viewers.
• Leveraging content creators for news credibility: Collaborating with content creators who already have built-in credibility with younger audiences can help news organisations expand their reach. Content creators are often seen as more relatable and trustworthy because they share their personal stories alongside the news. Partnering with these digital-native creators allows legacy media to tap into existing trust networks, enhancing the credibility of the news.
• Diversifying news formats: TikTok’s focus on short, dynamic content means that news organisations should consider expanding their formats. By incorporating live streams with the hosts, Q&As, or behind-the-scenes content, newsrooms can deliver more interactive and conversational content, which Gen Z values. These formats also offer more opportunities for reporters to engage directly with their audience, fostering a sense of community and connection.

How newsrooms and legacy media should adapt

To stay relevant to Gen Z and other younger demographics, traditional newsrooms must rethink their strategies and embrace the realities of social media-driven news consumption. Here’s how they can do it:

• Prioritise short-form, video-first content: Gen Z expects fast, engaging, and easily shareable news. News organisations should focus on creating short, snappy video content that aligns with the TikTok aesthetic. Journalists need to experiment with quick, clear updates, visually engaging graphics, and a less formal tone.
• Invest in on-screen personalities: It’s no longer enough for reporters to remain behind the scenes. News organisations must invest in training journalists to excel on (the small) camera. By becoming relatable on-screen personalities, journalists can foster a deeper connection with audiences, helping to rebuild trust in traditional media.
• Collaborate with social media creators: Partnering with popular social media creators is an excellent way for legacy media to leverage existing audiences. These creators already understand how to engage Gen Z and can serve as bridges between the traditional news format and the digital-first, socially engaged approach that younger generations expect.
• Encourage authenticity in reporting: Allow journalists the freedom to express their personalities and opinions where appropriate. Giving reporters more flexibility to share behind-the-scenes moments, acknowledge errors, or react to news stories can make news feel more human, and less like a distant, impersonal process.

As TikTok cements itself as a major platform for news among younger audiences, newsrooms must adapt by putting their journalists front and center. The demand for authenticity and relatability is not a fleeting trend, but a core aspect of how Gen Z interacts with information. News organisations that embrace this change – by empowering their reporters to become on-screen personalities, fostering collaboration with content creators, and embracing short-form, video-first content – will be better positioned to engage this critical demographic and ensure the longevity of their platforms in a rapidly changing media landscape.

Source of the cover photo: Ivan Radic via Flickr, (CC BY 2.0), https://www.flickr.com/photos/26344495@N05/51204244035

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