TikTok has a notorious reputation as a platform full of nonsense that targets the younger generation, whose attention span is increasingly stunted by the endless feed of short-length videos. Many of these stereotypes may be partially true, however, critics also have to acknowledge that the platform is here to stay for the foreseeable future. Since its launch in 2016, the app has rapidly evolved into the fourth most popular social media platform worldwide, boasting over one billion monthly users as of May 2024. According to statistics, approximately 90% of these users engage with the app on a daily basis, spending an average of 52 minutes on it.[1] These numbers clearly indicate the extent to which TikTok influences the lives of many, a phenomenon not to be underestimated.
Not just a social network
TikTok is much more than just a social network. Increasingly, it serves as a search engine, connecting its users with trends, music, and news—the latter in a significant way. Various studies indicate that TikTok has now become the primary news source for Gen Z, with this trend on the rise.[2] Thus, the platform also offers an opportunity for journalists to reach an audience less engaged with traditional news mediums such as print, broadcast, and online journalism.
Jacque Manabat recognised this opportunity and became the first Southeast Asian journalist to implement TikTok as a news platform. The former TV reporter and Adenauer Fellowship Program alumna began experimenting with the platform during the pandemic, drawing inspiration from numerous successful influencers on TikTok. The experiment succeeded: today, Jacque Manabat is an independent creator on TikTok. In an interview with Vanessa Buchmann, she discusses the initial resistance she faced, and why her courage ultimately paid off. The Filipina provides insights into what makes TikTok unique as a platform, shares what she has learned about the younger generation, and demonstrates how journalists can thrive there.
I’m curious about how the idea to start posting on TikTok first came to your mind. Was it something you had been considering for a long time or was it sparked by a specific incident?
I previously worked for the largest traditional broadcasting network in the Philippines, which has always been at the forefront of innovation. However, during the pandemic, our network’s franchise faced financial threats, putting both my career and job security at risk. On a personal level, I was grappling with separation anxiety and loneliness due to the isolation imposed by the pandemic.
Like many others, I turned to social media to cope with the situation. It was there that I noticed people connecting through TikTok. This observation inspired me: if I could blend the traditional approach of news broadcasting with the engaging entertainment style of TikTok, perhaps I could preserve my career and continue my role as a journalist with ABS-CBN.
Embarking on this path was a real gamble. I experimented not only with TikTok but also with Facebook, Twitter, and Instagram—and to my surprise, it was successful. Reporting the news on TikTok seemed appropriate, especially given the rampant misinformation and disinformation on the platform. Despite the initial resistance I faced, even from the media industry as nobody had done this before, it was a risk that ultimately paid off.
How did your employer react when you mentioned that you wanted to start using TikTok? Were they sceptical, or did they see potential in your idea?
I believe my colleagues had grown accustomed to my tendency to experiment with new ideas (laughs). However, I did face resistance from my peers, and there was also criticism from both outside our network and the wider industry. I encountered dismissive remarks such as, “Oh, she’s losing it. It’s so cringe,” “That is not journalism.” In response, I reasoned that if the younger generation is tuning into influencers on TikTok, why shouldn’t we make use of that trend? We need to gain the trust of a young audience, especially those who have become weary of the constant barrage of news about the pandemic and politics. There was a news fatigue. Therefore, I chose to disregard the criticism and take the risk, embracing the attitude of, “Yes, I’m willing to try this.”
That’s incredible! Now that you’re highly successful, with over 300,000 followers—the most followed journalist on TikTok in Southeast Asia—do those who were skeptical now admit they underestimated the platform, and perhaps you as well?
Having established myself as one of TikTok’s most-followed journalists and the first verified journalist on the platform in Southeast Asia, I believe my value is now evident. Those who doubted my approach are now embracing similar strategies. There’s no need for apologies; I never sought any. For me, this path is about forging new opportunities for the next generation of journalists. The media landscape has been changing since then. Traditional media outlets are struggling, with stunted growth and financial challenges due to dwindling audiences. Many journalists still cling to the notion of being the ultimate authority, which has led to a disconnect with younger audiences who view influencers as more relatable voices. By taking the risk and adopting a new medium, I’ve avoided becoming stagnant within the confines of traditional journalism. This shift has allowed me to engage with an audience that might have felt alienated by the conventional media. It serves as a reminder that as the industry evolves, we must evolve along with it in order to stay relevant and impactful.
Thank you for sharing your experiences! Even now, some journalists still encounter pushback when turning to TikTok.
It is ironic that journalists in the Philippines, known as the social media capital of the world, shy away from TikTok, while the rest of its population is spending copious amounts of time on various platforms. Unlike other social media, TikTok is unique: the platform is rooted in sound and dance, having evolved from ByteDance’s earlier venture, Vine. Its content is succinct and not typically focused on news. There seems to be a concern that storytelling might suffer, that the gravitas and authority journalists hold could be undermined in such a format. I understand why newsrooms were initially reluctant to embrace TikTok. However, as we witness a decline in audience engagement and trust, it appears that they are beginning to recognise its value—the value of being where the audience is, regardless of the platform.
There’s almost no way to stay away from TikTok if you want to reach a younger audience. It’s by far the most popular social media platform for Gen Z and people are spending lots of time on it. You’ve been on it yourself for a while now. What do you personally like about being a journalist on TikTok?
I appreciate that I was able to connect with a younger audience experiencing news fatigue during the pandemic. Upon reviewing demographic data, I found that over 60% of our eligible voters belong to Gen Z or Gen Alpha. These are the young people who frequent TikTok and are emerging as decision-makers. Engaging with them has been rewarding, because, initially, I assumed that this younger generation was simply disinterested in the news. However, after joining TikTok, I realised that this was not the case. It was us, the journalists, who had decided TikTok wasn’t our platform, effectively choosing not to engage with the youth there. We expected them to come to us, but I chose to do the opposite: I went to where they were and reached out to them. This led to meaningful discourse. The level of conversation on TikTok is quite sophisticated.
How would you describe the discourse on TikTok?
There is a healthy and active discourse, and the younger generation takes an active interest in the news. I thoroughly enjoy reading their comments and engaging with their opinions. They communicate using their own vernacular—slang, memes—to express their points of view, but it remains a constructive exchange. We must acknowledge that while their methods may differ from ours, they are not inherently incorrect. I have stressed this point to newsrooms whenever I am invited to conduct seminars. It is crucial for us to speak the language of the future, the young generation, to ensure the survival of newsrooms.
Talking about engaging, what methods do you use to engage with your audience? Do you implement the feedback in your videos? And do you respond to the comments on TikTok?
My response to comments depends on their nature. If a comment presents an opportunity to delve deeper into the topic, I eagerly engage with it. However, if a comment is negative, merely critical for the sake of it, or if I receive threats of any kind, I choose to ignore or possibly block the individual. Such interactions are unhealthy and unproductive. These comments could also control the narrative and sway the readers’ or viewers’ opinions and make them believe false information.
There has been a debate concerning the act of blocking individuals on social platforms, with some arguing that it infringes on freedom of speech. My stance is that blocking is sometimes necessary to prevent certain individuals from dominating the conversation in a negative way. My goal is to cultivate a genuinely good community, not to chase the superficial appeal of follower counts, likes, and shares. I call them the vanity metrics. I prioritise building a solid community comprised of members who are genuinely interested in contributing to a healthy and constructive environment.
How do you select your content for TikTok?
If I were to compare my social media output with what I did at as a traditional on-camera reporter, I’d say that back then, it was all about the daily grind—news had to be breaking and quick, the typical fast-paced reporting. However, for TikTok, I create content in such a way that it could be evergreen, meaning that even if you watch it five or six months later, it will still be relevant. I focus on explaining complex news from today in an engaging and entertaining manner—a style I couldn’t adopt on TV. When I reported live on TV, you would see me in full makeup, wearing a uniform, with my hair perfectly styled. On TikTok, I never wear anything formal. You see me as I am—more like a friend, a neighbour, or someone familiar. There’s a stark difference in presentation. However, I believe what remains constant, whether I’m using TikTok or another platform, is the commitment to the verification process, adherence to ethical standards, and proper attribution of sources.
How much time does it take to prepare and film one TikTok video?
It varies. At times, after a cup of coffee, my creativity surges and I can complete the task in just 10 minutes—provided I have the clips, the story is clear in my mind, and I’ve already confirmed its accuracy. That’s part of the editing process. However, on other occasions, it could take me months to get it done. For example, I recently worked on a story about the acceptance of the LGBTQ+ community in the Philippines. I was invited to an event for this purpose. Editing that piece took me nearly a week, because I needed to verify the information and consult with sources again. There’s quite a bit of process involved.
Sometimes people criticise broadcasting news TikTok, saying it only works with a catchy hook and sensationalised content. Do you agree with those concerns?
Well, using hooks is something we should be doing, but we must avoid sensationalising or scandalising the topic. The concept of a hook is similar to writing an engaging headline, and there’s nothing inherently wrong with that. We craft catchy headlines and compose interesting opening lines to capture the audience’s attention so that they continue watching or reading. Given the short attention spans prevalent today, if we fail to engage viewers from the very first line, how can we expect to convey the full message to them? Moreover, it’s crucial for the audience to watch at least half or the entire video because the algorithm then promotes or suggests your relevant information to the user. It’s all about the algorithm. If an important fact is inherently catchy, then why not feature it as the headline?
What does a journalist need to be successful on TikTok? Is it possible for every journalist?
We need to earn their trust. People are looking for authenticity. We need to show them we are human beings too, and not just robots that they watch delivering the news behind a desk or a byline. We also need to understand the audience as well as the platform they are currently using. Interacting with followers through comments, Duets, and Stitches can help build a community and increase our reach. Listening to the audience and responding to their interests is crucial. Given the short duration of TikTok videos, journalists need to master the art of conveying information succinctly without sacrificing the depth or accuracy of the story. Journalists should be ready to adapt to new trends and changes in the algorithm. They should also be willing to experiment with different types of content to see what resonates with their audience. While it is possible for every journalist to use TikTok, success on the platform may vary depending on the individual’s ability to adapt to the medium, their content niche, and their engagement with the community. Some journalists may find that their content and style are better suited to other platforms, and that’s okay. It’s important for each journalist to find the social media platform that aligns with their strengths and audience.
And how do you gain that trust on TikTok?
Firstly, it’s important to be relatable, authentic, real. People are seeking genuine connections. They tend to shy away from those who appear as though they’re just trying to sell something, you know? The challenge for us journalists is figuring out how to overcome this barrier. How are we going to set aside our egos? As journalists, we have that ego because we possess a wealth of knowledge, right? We often view ourselves as authorities. I’ve been guilty of that myself; I admit it. But when you interact with the general public, it’s clear they desire someone relatable, someone who can genuinely connect with them. They want someone who speaks to them like a friend or a sibling. Consider this: who would you trust more? Someone who is merely selling you something, or someone who engages with you as a friend would? I believe that’s the current challenge for journalists. We need to get down from our high horses, strip away the façade, tear down those walls, and converse like everyday people. Society needs journalists because we are trained to verify information. We are the bastions of truth, the guardians of democracy. We have to be where the audience is.
You mentioned that it’s important to talk to people in a more relatable way and make it maybe a little bit easier to understand the news. Do you think that this is something where the whole future of journalism is heading, not just on TikTok?
If we go back to the basic communication theory, we have the sender, the message, and the receiver. Right now, there’s a lot of senders and the message gets jumbled up. And the only messages that reaches the receiver are those that the receiver wants to accept, so that the agenda setting is already complicated. An effective communicator gets their message across until it reaches the receiver. Can we call ourselves communicators if no one is listening to us? So, what do we do as journalists if the information that we want to send to the receiver is important for them to know? We can’t reach them because we’ve created that wall, that barrier. I think it is important for us to reach out to the audience this time and not the other way around. And again, we have to be where the audience is. We have to be where the battle is because the battle right now is against the plethora of disinformation and misinformation along the communication lines. I mean, at the end of the day, media organisations and newsrooms are businesses. How are we going to sustain them if we don’t reach out to the audience who are the future consumers of news?
Totally. Do you think that there’s also a possibility that journalistic content will become more visual rather than text-based in the future?
Well, at the moment, I believe that short-form content will continue to prevail. However, there will be a growing demand for detailed explanations in long-form content and audio formats. I think audio will play a significant role in the future, especially now that the pandemic has subsided and people are becoming busier. They are looking for content that they can consume passively through listening. For those who are still engaged with long-form narratives, such as text, it’s beneficial to incorporate visuals and short-form audio to hold their attention. Essentially, we need to use short-form content to pique audience interest and draw them into the more in-depth, long-form stories.
You also spoke about misinformation and disinformation on social media. This is an ongoing debate about TikTok. Do you see that there is potential that TikTok as a platform can somehow purge itself of disinformation and misinformation? And how do you assess the overall risk of being on the platform as a journalist?
Social media platforms are tools for us. We use them to draw people back to the news and encourage them to keep themselves informed. Misinformation and disinformation are not exclusive to TikTok; they are prevalent on various platforms. In the Philippines, studies have shown that this type of false information is mostly found on Facebook. I have been developing a series called the Media Literacy Series that provides tips for navigating online content, disguised as a set of content creation hacks. In this series, I teach viewers how to fact-check information they encounter online and how to distinguish between real and fake news. I believe that we need more advocates for media literacy and online literacy. As journalists, our role is to engage on social media platforms where much of the misinformation battle is being fought. It’s a challenging task, and I don’t claim to have a single solution for it. However, taking the first step by being present on these platforms and disseminating news that has been fact-checked is crucial.
Still, there are significant security concerns surrounding TikTok, particularly the fear that its parent company, ByteDance, might have built backdoors into the app that could grant access to a smartphone with every download. This has led both the U.S. government and the EU Commission and Parliament to ban their employees from using TikTok on work devices. How do you view these security concerns and the government responses to them?
Security concerns surrounding TikTok are indeed a valid issue, but they are not unique to this platform. All social media platforms, regardless of their country of origin, have security vulnerabilities that could be exploited if not properly managed. Work phones are for work and not to be used for personal purposes. The critical issue here is not just about one app but the broader need for digital literacy and awareness among the public. We need to educate users on how to use these platforms securely and responsibly, understanding the risks involved and taking necessary precautions. Hence the need for online media literacy, which I am advocating. It’s also essential to hold all social media companies accountable for transparency in how they handle user data and the security measures they implement. Governments and regulators play a key role in this oversight. As digital spaces become more integral to our daily lives, ensuring that these platforms are safe for everyone should be a priority, and that requires collective effort from tech companies, regulators, and users alike.
If the concerns about potential backdoors are valid and could be exploited by Chinese authorities, wouldn’t journalists—especially prominent columnists and investigative reporters—be potential targets, just like politicians or senior officials? What risks do you see in this context for press freedom and the personal safety of journalists?
Journalists, especially those involved in investigative work or who hold significant influence, are potential targets. The idea that journalists may not be as high-profile as politicians does not diminish the importance of their data. Journalists often uncover sensitive information that could be of interest to various state or non-state sectors, and compromising their data could lead to serious consequences, including threats to press freedom and personal safety. The reality is that all social media platforms have security challenges, and the potential for exploitation exists across the board. This is why it’s crucial for journalists to be vigilant about their digital security practices, why we must be proactive in adopting secure communication methods, using encrypted tools, and staying informed about the risks associated with the platforms we use. Education and awareness are key. Journalists should be trained on how to safeguard their data and understand the implications of using different platforms. Media organisations should provide the necessary guidelines and support to ensure their teams can navigate these digital landscapes securely.
Let’s get back to your TikTok strategy. What would you advise journalists who want to get on TikTok but don’t know where to start? Do you have to create a plan before uploading the first video?
I always advise them to identify their niche, their area of expertise. This is crucial because when you observe successful influencers, you’ll notice that they each have a distinct niche, whether it’s beauty advice, sports, K-pop, or something else. Once you’ve found your niche, become an expert in that field. If becoming an expert isn’t feasible, then at least commit to thoroughly research the topic. By doing so, you’ll create and cultivate a community around it.
After establishing a strong community, resist the temptation to obsess over gaining more and more followers. Instead, focus on consistently delivering content within your chosen niche. Play the long game. Do not be restricted by the vanity metrics. Whether your passion lies in beauty, politics, or any other field, stick to it. The key is to remain authentic—just be yourself. We are trained journalists and storytellers.
Is there a tool you would recommend using? For example, an app that people can use to start editing their videos?
Well, there are many editing apps available. The first suggestion isn’t actually an app, but rather a strategic tip: you need to strategise your content. Planning your content is crucial. Secondly, if you’re editing on a mobile device, CapCut is a great option because it integrates seamlessly with TikTok and is very user-friendly. I use Blur when I need to blur certain elements in a video, such as children’s faces or brand logos. I believe these are the essential tools to start with. And it’s definitely worthwhile to invest in a good microphone.
Many newsrooms try to develop new streams of revenue. Is it possible to make money with TikTok? And how do you do so?
If you operate a newsroom, there is a potential to generate revenue through TikTok. This can be achieved via affiliate marketing on the platform. You can also amplify your reach and potentially increase earnings by cross-posting TikTok content to other social media networks, such as Facebook or YouTube. Although TikTok may not be directly monetised in the Philippines, the platform has provided me with invaluable insights. From my experience with TikTok, I have learned the art of creative storytelling and how to engage with a younger audience. By cross-posting this content on other social media platforms, I have been able to capture the attention of a wider audience as well. TikTok has equipped me with the tools to understand the preferences of the younger generation, and I have leveraged this knowledge across various social media platforms, where such insights were previously lacking. These content pieces are instrumental in attracting a new audience. By engaging with the younger generation, we are connecting with future consumers.
What would be one top tip for journalists who don’t know where to start with TikTok and don’t know what types of content work?
As I said before, if you are a journalist trying to create an online persona, you should begin by identifying your niche. My specialty at the time was travel, transportation, and economics. I provided my audience with travel tips, not just any tips, but also updates on transportation news. For instance, I informed them about new train routes that were launching, offering them timely and practical information. I also made it a point to demystify complex news stories. Or, if you represent an organisation, you need to delve into the essence of your business. What is your true focus? Is it politics or business? Whatever it is, commit to it. Once again, the key lies in finding your niche. You must discover your strengths and leverage them. That’s really all there is to it.
Persisting security concerns
Still, the platform faces criticism due to security concerns. In particular, it’s affiliation with the Chinese company ByteDance. There are fears that TikTok could potentially share sensitive user data with the Chinese government through ByteDance. Despite being considered trustworthy by app stores, what remains is a theoretical risk of malware unknowingly being downloaded via updates.[3] Furthermore, there is fear that China could exploit the platform to spread fake news.
General security concerns are equally applicable to journalists. In 2022, an investigative report by Forbes revealed that journalists’ locations were tracked with the aim of identifying their sources. Specifically, the process involved determining the whereabouts of Forbes reporters who had previously reported on TikTok via the app (which they had downloaded on their phones), and comparing them with the locations of ByteDance employees suspected of leaking confidential information.[4] ByteDance confirmed the suspicions but announced extensive measures and the dismissal of the employees involved.[5]
In the United States, President Biden has initiated legislation to ban TikTok if the platform is not sold to another trusted company. The same applies to other platforms with over one million monthly users and have 20% or more shares owned by companies from China, Russia, Iran, or North Korea, which the President perceives as a “significant threat to national security”.[6] Whether a ban is enforceable is not definitively clear, as legal experts argue that such action could conflict with the First Amendment of the U.S. Constitution, which guarantees freedom of speech. Regardless, TikTok remains fiercely popular, and is likely to stay a prominent part of the social media industry for the time being, despite the ongoing debates and potential legal challenges.
Jacque Manabat on Tik Tok
Jacque Manabat (@jacquemanabat) Official | https://www.tiktok.com/@jacquemanabat
Footnotes
[1] Matthew Woodward, “TikTok User Statistics 2024: Everything You Need To Know”, Search Logistics, 31 May 2024. https://www.searchlogistics.com/learn/statistics/tiktok-user-statistics/.
[2] Kerry Flynn, “How Gen Z gets its news”, Axios, 16 February 2024. https://www.axios.com/2024/02/16/tiktok-news-gen-z-social-media.
[3] James Andrew Lewis, “TikTok and National Security”, Commentary, Centre for Strategic and International Studies, 13 March 2024. https://www.csis.org/analysis/tiktok-and-national-security.
[4] Emily Baker-White, “EXCLUSIVE: TikTok Spied On Forbes Journalists”, Forbes, 22 December 2022. https://www.forbes.com/sites/emilybaker-white/2022/12/22/tiktok-tracks-forbes-journalists-bytedance/.
[5] Reuters, “TikTok admits using its app to spy on reporters in effort to track leaks”, The Guardian, 23 December 2022. https://www.theguardian.com/technology/2022/dec/22/tiktok-bytedance-workers-fired-data-access-journalists.
[6] The Conversation, “TikTok ban vs. First Amendment”.
Bibliography
Baker-White, Emily. “EXCLUSIVE: TikTok Spied On Forbes Journalists”. Forbes. 22 December 2022. https://www.forbes.com/sites/emilybaker-white/2022/12/22/tiktok-tracks-forbes-journalists-bytedance/. [Accessed: 6 September 2024].
The Conversation. “TikTok ban vs. First Amendment: Legal experts explain”. Fast Company. 5 May 2021. https://www.fastcompany.com/91129061/tiktok-ban-vs-first-amendment-legal-experts-explain. [Accessed: 6 September 2024].
Flynn, Kerry. “How Gen Z gets its news”. Axios. 16 February 2024. https://www.axios.com/2024/02/16/tiktok-news-gen-z-social-media. [Accessed: 6 September 2024].
Lewis, James Andrew. “TikTok and National Security”. Commentary. Centre for Strategic and International Studies. 13 March 2024. https://www.csis.org/analysis/tiktok-and-national-security. [Accessed: 6 September 2024].
Reuters. “TikTok admits using its app to spy on reporters in effort to track leaks”. The Guardian. 23 December 2022. https://www.theguardian.com/technology/2022/dec/22/tiktok-bytedance-workers-fired-data-access-journalists. [Accessed: 6 September 2024].
Woodward, Matthew. “TikTok User Statistics 2024: Everything You Need To Know”. Search Logistics. 31 May 2024. https://www.searchlogistics.com/learn/statistics/tiktok-user-statistics/. [Accessed: 6 September 2024].
