How can you get through to an audience that you can’t relate to? While it is being encouraged to use different platforms to reach different groups of people, Francesco Zaffarano makes a great point, “Don’t go on a platform if you have nothing to say on it. News organizations’ success on TikTok will depend on our effort to understand the audience populating that platform.” TikTok is the new social media platform that the younger generations are using, so it can be a great opportunity to communicate and expose those people to the news. But how should you go about doing that? Washington Post has joined TikTok and it is working for them. They join in on what they see on the app and participate, usually a funny trend going around, but they also promote the news and it has worked out well. Zaffarano thinks that “If we all start making a trend out of the Post example, the risk is to patronize youngsters according to the stereotype that Gen Z doesn’t care about the news.” This could be bad for news stations and can steer the audience you are trying to get away from you. It is a delicacy and you must approach with caution and careful consideration of your goals and the audiences you are reaching when exploring a new platform.
Commentaires