Journalists rank behind influencers in driving news conversation on TikTok and other younger social platforms.
Journalists are getting outflanked by influencers when it comes to reaching audiences around news topics on younger-skewing platforms like TikTok and Snapchat.
But "personalities" won out on TikTok, Instagram, Snapchat, and YouTube (by a smaller margin).
While TikTok was the fastest-growing network in the Reuters report, Facebook remained the most important overall, with 28% of consumers using it for news in the last week.
The Reuters report also found a difference in the topics that resonated on different platforms, which could hinder the efforts of some journalists and news organizations.
Persons:
TikTok, Whatsapp
Organizations:
Facebook, Twitter, Journalists, Reuters Institute, YouGov, YouTube, Reuters
Locations:
China, Asia