How TikTok became a news source
- Brian Shrowder
- Jul 25
- 1 min read
TikTok is now a news feed of choice for Gen Z Australians.
That’s a challenge for corporate communicators and spokespeople.
According to the University of Canberra Digital News Report 2026, most Australians under 25 have never used newspapers or radio as a source of news.
Instead, they are getting their news from social media.
Almost half of them (48%) are getting their news from TikTok.
As communications professionals, it signals a shift in how our messages are being heard.
News users are seeing spokespeople’s quotes cut free from the context of traditional news stories, or re-framed through the lens of a social media influencer.
What you say can achieve virality in a ‘post-news’ afterlife.
There’s no better example of this than Australian politician Barnaby Joyce.
The moment he barked at his dog during a live interview has been viewed by millions in social media feeds around the world.
What this means for media spokespeople
No-one wants to go viral for the wrong reasons.
While authenticity and spontaneity are appealing attributes in a spokesperson, they need to be coupled with strong message discipline.
The rise of social media as a news platform has heightened the need for short, lucid messages that resonate with audiences.
According to the Digital News Report, “Audiences, particularly younger demographics, are drawn to news that feels personal, relatable, and conversational.
“Instead of polished and formal formats, they favour storytelling that resemble the way a trusted friend might share and explain events.”
Personal beats polished.
That's true but, more than ever, spokespeople need to train and prepare themselves to successfully navigate the new media landscape.
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