TikTok And News

Overview

In November 2021, Tagesschau, the heritage news brand, from Germany's ARD became the first news provider within Europe to surpass 1 million followers on TikTok. 

However, despite the successes of Tagesschau and other early adopters, there is still relatively little public media news on TikTok which may explain why 61% of EBU members say they are looking to increase their work on the platform. 

With this in mind, the EBU Academy’s e-Master Class on TikTok and News is more relevant than ever. Now in its sixth edition, we have developed a full framework of tips are drawn lessons from the community of journalists working to tell stories in creative new ways using the platform. Their learnings feed into our class and in this edition, we welcome guest speakers from RTBF and SRF which have both started news accounts.

Faculty Member Justin Kings explores what works in terms of TikTok storytelling for news and how to maximise opportunities to build communities on the platform.

Who it is for

  • Digital and social media editors
  • Digital and social media producers
  • News editors
  • News journalists and producers

Please note that a prerequisite for this e-Master Class is a basic understanding of how to use TikTok.

Outline

Day 1 – Seizing the opportunities and meeting the challenges

  • What are the opportunities for PSM news and information on TikTok? 
  • What are the challenges for PSM using TikTok?  
  • Opportunities and challenges for you

Day 2 – Building a TikTok strategy

  • What are the key planks of a TikTok strategy? 
  • Case study: Tagesschau
  • Case study, NOS Stories
  • Case study, Max Foster, CNN
  • Plan a TikTok

Day 3 – Creating engaging TikTok content

  • The Tik Tok algorithm and the CATS model
  • Guest speaker, Justine Hermans, @misajour, RTBF: Justine will explain how she has developed four defined content formats
  • Guest speaker, Isabelle Schwab, @srfnews, SRF: Isabelle will outline how she recruited and is working with 17 and 19 year-olds to become the faces of SRF News TikTok account
  • Watching the TikTok projects prepared by trainees

Skills Learnt

Audience Insight: Grasp the specificities of TikTok format to reach new news audiences
Editorial: How to respond to the challenges that TikTok poses
Social Media: The key opportunities that TikTok provides and how to start to seize on them
Storytelling: How to create engaging topical TikTok News content
Strategy: How to build a TikTok strategy for news and current affairs

Guest Speakers

Two previous participants on the eMaster Class return to share what they have learned from starting news TikTok accounts.

Justine Hermans is the face of RTBF's @miseajour and she will explain how she has developed four defined content formats.

Isabelle Schawb has developed @srfnews and she will outline how she recruited and works with 17 and 19 year olds to become the faces of their account. 

Practice

Between sessions and in their own time, trainees will be asked to practice their skills by working in groups to produce a TikTok story (total time needed will be one to one and a half hours). 

While we encourage trainees to take up the chance to practice what they’ve learned, we understand it may not always be possible because of other commitments outside the e-Master Class. If this is the case, please discuss this with the trainer.

Schedule

Tuesday: 10am to 12:30pm CET
Wednesday: 10am to 12:30pm CET
Thursday: 10am to 12:30pm CET

Equipment Needed

TikTok app on mobile device

Meet your faculty

Justin Kings

International media consultant, trainer and broadcaster

Justin Kings, International media consultant, trainer and broadcaster @newsleader

Justin Kings was a member of the senior management team at the BBC's first multimedia newsroom when he first started experimenting with social media. Shortly afterwards, in 2010, he worked with the EBU Academy to develop one of the first training courses for broadcasters using social platforms. 8 years on, Justin has supported the majority of EBU members in this capacity and he continues to lead Master Classes and bespoke trainings. Justin has more than 25 years’ experience in the UK as a multi-award winning broadcast journalist, editor and presenter. He's also written and lectured classes in social media and ethics and social media and news for the University of Florida College of Journalism and Communications in the US.