Who do you follow on TikTok?
TikTok has always been a tricky platform for news leaders and strategists.
The future of TikTok is unknown, but there’s a Pew Research Center report about the platform that I can’t stop thinking about.
Nieman Lab wrote in October:
A new report from the Pew Research Center finds that Americans on TikTok follow very few politicians, journalists, or traditional media outlets. In fact, the typical U.S. adult on TikTok follows zero accounts in those categories. … Journalists, traditional media outlets, and politicians each accounted for less than half of 1% of the followed accounts.
The article goes on to mention how TikTok pioneered the For You page, and then notes:
The Pew researchers looked at followed accounts because they can “give us a better understanding on the content that users actively choose to look for on the platform.”
It was likely necessary to measure followed accounts for logistical reasons. It would be near impossible to accurately measure how news shows up through the platform’s algorithm. But given how differently TikTok operates—many users never leave the For You page and do not actively seek out accounts to follow—the findings seem to highlight a problem that may not not exist, or may not exist as severely, as described. If someone was interested in news, the algorithm would learn that and continue to serve it to them.
Do I think there’s news on the platform? Yes. Do I think it shows up as often as, say, old Twitter? Probably not. I’m not saying there isn’t a problem. There is certainly opportunity for news organizations to better engage with audiences on TikTok. But I want to ensure we’re looking at it in the right way and using the right KPIs to measure success.
TikTok has always been a tricky platform for news leaders and strategists. The platform essentially offers users a bespoke experience, and one person’s perspective on how the platform works could be very different from another user. Those leading news organizations like to feel in control, and TikTok really turns the relationship with the audience on its head. (And that’s probably a good thing!) Even if the platform is banned, the tactics that make it a success are already being integrated into other social media sites, so it’s important for news leaders to get comfortable and lean into new ways of engagement.
What I’m reading
Aftermath: The Myth Of The Star Reporter
Charter: What business leaders should know ahead of the next Trump administration
Sarah Marshall: Focus on the “flabby middle” of the audience funnel
The best thing I made this week
Instant Pot Marry Me Chicken Pasta
One more thing
This week I listened in on a virtual master class on elevating your style from Cassandra Sethi at Next Level Wardrobe. A good follow!
See you next week,
Rachel
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The TikTok Ban: A Psychological Power Play
Donald Trump’s handling of the TikTok ban is a textbook example of psychological manipulation targeting Gen Z. Here’s how the strategy worked:
1. Manufactured Crisis
By framing TikTok as a national security threat, Trump exploited the illusory truth effect—repeating a claim until it felt true. Targeting TikTok, a Gen Z cultural hub, triggered reactance psychology, where restrictions fuel rebellion, making his eventual reversal more impactful.
2. Perception of Power
Trump’s decision to lift the ban created the illusion he was more powerful than Congress. This leveraged the halo effect, positioning him as an independent disruptor, resonating with Gen Z’s distrust of traditional institutions.
3. Oversimplified Narratives
The ban boiled down to “Trump vs. Congress,” exploiting Gen Z’s reliance on quick, surface-level content. This relied on heuristics—mental shortcuts that simplified the issue, obscuring the deeper manipulation at play.
Takeaway for Gen Z
Trump’s TikTok manoeuvre reveals how easily emotional triggers and oversimplified narratives can be used to manipulate even the most skeptical generation. The solution? Stay critical, dig deeper, and question who benefits from the spectacle.
GQ