Thread by @cleoabram

I’m a journalist who just hit 1M on TikTok.

Here’s what I’ve learned: 🧵

1. TikTok is for adults and information now.

"Teens and dance trends" is TikTok 2020 or earlier, but people who don’t use the app haven’t updated their mental models. So, despite the many headlines, most are still underrating its impact on culture and conversation.

2. There’s a need for reliable sources of information on TT.

We’re talking about a platform with 100M+ users just in the US but fewer media companies and journalists than on other older platforms. That’s a problem. But…

3. Media companies haven’t figured TikTok out.

They’re facing an uphill battle: less clear monetization, faster information cycles, unfamiliar low-fi styles, limiting corporate sounds. But most importantly, people want to see other people. Which means…

4. On TikTok, journalists > media companies.

TikToks have many styles (greenscreens, animations, more!) but the expectation is that they come from another human being. Media companies can be successful by leaning into that, but it’s easier for an individual. Yet…

5. TikTok is underused by journalists.

There are incredible journalists using TT, but too few. They’re sorely needed, but the media co' hesitancy + “teen” brand + Twitter dominance in journalism careers + video production learning curve keeps many away…

6. Journalists have a huge opportunity on TT.

Having your own audience can change your career. It's easy to see on Twitter, but hard to do. There's going to be a whole new generation of journalists coming up on TT, and you don't need to be gen z to be one of them.

7. Incentives are changing in newsrooms.

Journalists with larger audiences is good in some ways - more leverage for employees, more options. Less so in others - expectation to build that audience, rewarding social media presence v reporting, confusing/conflicting policies.

8. There’s room for more educators of all kinds.

Not just journalists. Teachers, doctors, artists, economists, engineers... "experts explaining x clearly" is already gaining a larger place in TT culture. That’s an opportunity for so many. But…

9. Poor monetization is holding TikTok creators back.

YouTube gives creators a share of their ad $. TikTok splits a chunk of $ between creators. That fundamental difference is worse for creators and needs to be fixed if TikTok wants to be the kind of creative home YouTube is.

10. It’s going to be an interesting next few years.

More options for independent journalism + the rise in misinfo + media biz challenges… I don’t know what will happen, but I do know a lot of it will happen on TikTok. Already is.