TikTok and News

Overview

Building on three years of courses on TikTok, the e-Master Class looks at how to

Use TikTok in News in a manner that aligns with public service values – Universality, Independence, Excellence, Diversity, Accountability and Innovation.
Analyse advanced storytelling techniques, with a focus on relevance, authenticity and creativity.
Discover ways to impactfully interact with users, including the core principles of moderation.

The e-Master Class is delivered through a blend of case studies, presentations, moderated discussions; it includes a practical exercise.

We are delighted to welcome as guest speaker in June, the Head of Social Media for ARD’s flagship news brand Tagesschau, Patrick Weinhold. Patrick will explain what he and his team have learned building an account with 37.5m likes.

The e-Master Class will include a broader discussion with participants about the use of TikTok by Public Service Media given concerns aired by public bodies without Europe regarding 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.

Skills Learnt

Editorial: How to respond to the challenges and concerns that TikTok poses
Social: Understand and seize the key opportunities of the most popular social platform among 18-24 years old
Storytelling: Learn how to select, plan, shoot and post produce TikTok stories that stand out

Programme outline

Day 1:

Aligning TikTok news with public service values. Exploring how content can use the language of TikTok and be more conversational but at the same time not lose credibility and clearly possess the hallmarks of PSM journalism.
Advanced storytelling. From selecting the right stories and angles to planning, filming and post-production. How to make your TikToks stand out.

Day 2 :

Guest speaker, Patrick Weinhold, Head of Social Media, Tagesschau, ARD – Patrick will share the lessons learned more than three years into Tagesschau’s TikTok journey and take questions from participants.
Moderated discussion - exploring the concerns of some public bodies regarding the Chinese ownership of the platform and the worries it raises with regards to the protection of free speech and the use of public data.
T & I “investigation”

Day 3:

Interacting impactfully on TikTok – How can TikTok be used as a platform for two way conversation and interaction with young audiences? How can it be done within existing workflows and what are the key principles of best practice?
Outcome of the practical exercise - Trainees will be asked as a exercise to design a TikTok story that puts the principles developed during the course.

Practice

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

Equipment Needed

TikTok app on mobile device

Faculty Member

Mark Eagan, Video Journalist, UK

Certification

After completing the 3 modules, you will be awarded an EBU Academy Certificate