According to NewsWhip’s March 2025 TikTok analysis, hard news is doing more than just holding its own. It’s climbing the ranks, rivalling entertainment and lifestyle content for audience attention.

Take this: CNN’s clip covering Justin Trudeau’s response to Trump’s tariff announcement earned over 3.2 million engagements. NBC’s post showing ICE agents arresting a woman pulled in 2.4 million. The Daily Mail’s political coverage made a strong comeback with three posts in the top 10 — one of them, Trump’s call for a ban on gender-affirming surgeries, reached 6.6 million engagements.

These aren’t sensationalised stunts or viral hoaxes. They’re clips of real news stories. And they’re resonating with TikTok’s huge, mostly younger audience.

That shift matters, especially for PRs who are still treating social media as a side channel rather than a core part of a campaign’s news value. While ESPN still dominates TikTok overall (with over 314 million engagements last month), traditional cable and print news publishers are showing they can compete on a platform built for scrolling.

So what’s changed — and what should we do about it?

TikTok is Changing the Shape of News

The way people consume news is no longer linear. It’s not about checking a homepage or waiting for the evening bulletin. It’s happening in real time, on mobile, with subtitles, jump cuts and background music.

And crucially, it’s happening in places people don’t traditionally expect to see hard news.

A growing number of younger users now get their news on TikTok. A recent Pew Research study found that nearly a third of adults under 30 in the US regularly use the platform for news. In the UK, Ofcom’s 2023 News Consumption report showed TikTok climbing as a news source, especially for 16 to 24-year-olds. This isn’t just about reach. It’s about format.

News clips that do well on TikTok often look nothing like the content you’d pitch to a traditional editor. They’re short, often under a minute, and lead with emotion or conflict. They use captions to hold attention. They strip away commentary and let footage speak for itself.

That’s a major shift in how stories are told. And PRs who ignore it risk being left behind.

The old playbook — long press releases, polished quotes, and earned media lists — won’t land here. TikTok is driven by attention and speed. It rewards relevance, not authority. And audiences don’t care whether the news came from a cable newsroom or an independent creator, as long as it feels immediate and clear.

What This Means for PRs in 2025

If you work in PR, this trend isn’t just interesting — it’s actionable. Here are a few shifts to start thinking about:

1. News value now includes shareability: The best-performing TikTok news posts aren’t just informative. They’re compelling. They pose a question or tap into a tension. If your story can’t translate into a visually engaging 30-second clip, it might struggle to travel on social.
2. The press office needs a production mindset: Even in-house teams should start experimenting with short-form content that explains their company’s news. Think snippets from press conferences, behind-the-scenes reactions, quick reactions from spokespeople. Authenticity matters more than polish.
3. Media training needs an update: It’s no longer just about soundbites for Sky or the BBC. Executives and spokespeople need to feel comfortable on camera in informal settings, speaking directly to the phone. It’s a different skill — and one that can’t be ignored.
4. Influencer engagement isn’t just for lifestyle brands: TikTok creators now act as news curators for their audiences. That includes political commentary, business news, and social justice issues. Smart PRs should identify credible, issue-based creators who align with their client’s message.
5. Monitor social-first publishers: Keep an eye on outlets like The News Movement, Channel 4 News TikTok, or digital extensions of legacy brands. These teams are reshaping journalism in real time. Collaborate with them early. Understand what they need. Don’t treat them like afterthoughts.

This isn’t to say that TikTok will replace traditional media. But it’s fast becoming a space where public perception is formed — and where a well-timed, well-framed story can travel just as far as a national front page. PRs should take that seriously.

Hard news is not just surviving on TikTok. It’s thriving. The question is, are we ready to meet it there?

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team bd@curzonpr.com