@erikamarzano.bsky.social
π audience development @corporate.dw.com π² social media trainer https://muckrack.com/erika-marzano-1
Target interests, not ages. Platforms evolve faster than generations.
19.09.2025 09:19 β π 0 π 0 π¬ 0 π 0On the other hand, the overall βmaturizationβ of content has definitely opened the doors for older generations as well.
In our internal account reviews across different regions, weβre increasingly seeing +24-34 audiences consuming current affairs, politics, and news on TikTok.
On one hand, the 14-to-16-year-olds who joined TikTok back in 2020 are now in their early 20s, but many people still assume that once users grow older, they automatically leave the platform and leave it only to the new 14-to-16-year-olds.
19.09.2025 09:19 β π 0 π 0 π¬ 1 π 0If your goal is to reach very young users, make sure youβre also looking at platforms that actually provide demographic data and tools to target specific age groups. And if youβre working on TikTok, adjust your style and storytelling to tap into interests rather than relying on a teen-only mindset.
19.09.2025 09:19 β π 0 π 0 π¬ 1 π 0Like other platforms, it has matured to cover all age groups. The real driver of engagement is no longer age, itβs interests and searches.
This means that while TikTok still attracts teens, its audience is far more diverse than many assume.
Iβve noticed a growing trend of newsrooms launching new accounts or formats aimed at very young audiences (14-16) and instinctively thinking of TikTok as the platform.
But thereβs an important clarification: TikTok no longer defines itself as βthe Gen Z app.β
Heute haben wir einen Gastartikel von Erika Marzano & Yasmina Al-Gannabi im Angebot: Wer sich derzeit beruflich mit der Frage auseinandersetzt, ob nun eher TikTok oder Instagram die richtige Plattform ist, ist nach der LektΓΌre definitiv schlauer:
www.socialmediawatchblog.de/tiktok-vs-in...
That makes it not only accessible but also authentic, visually powerful, and culturally sensitive.
10.07.2025 11:15 β π 0 π 0 π¬ 0 π 0A season of short, relatable videos covering topics that are often difficult to access for deaf teens, from (mental) health to body awareness and consumption habits.
What makes this format so special: itβs developed natively in Indonesian Sign Language (BISINDO), then adapted for hearing audiences.
Itβs extremely cool to have contributed to this project π§‘
βTuli Tauβ is DWβs first format, and as far as we have seen, the first from any international media outlet, that directly targets deaf youth in Indonesia.
Check out the first episode: www.tiktok.com/@dw_nesia/vi...
CapCutβs latest policy update is more than just a legal tweak; it raises serious questions about data access, copyright, and editorial control for journalists and newsrooms using the tool for mobile editing.
I broke it down for @journalismnews.bsky.social
www.journalism.co.uk/news/capcut-...
Truly honored to be mentioned alongside such thoughtful media minds.
Thank you, @eduardosuarez.bsky.social, for the kind inclusion!
(Personal) Highlight of the week!
Monday mornings are usually my time to catch up on newsletters I missed the week before, and what a surprise to find myself featured in the @reutersinstitute.bsky.social Friday newsletter!
This isnβt about dumbing down the news. Itβs about distribution, format, and storytelling that actually gets seen.
If you're in a newsroom and still think βweβll get to TikTok later,β Iβd say: Later is already too late.
TikTok, YouTube, Instagram. These arenβt distractions or "mere entertainment", they are the front page for millions. If we want our journalism to stay relevant, we have to meet audiences where they are, in the formats they prefer, and with the tone and authenticity they expect.
20.06.2025 09:26 β π 0 π 0 π¬ 1 π 0Video, especially social video, is dominating how younger audiences consume information.
Influencers, creators, and even AI chatbots are becoming news touchpoints.
Trust still hinges on traditional brands, but discovery is happening elsewhere.
Re-reading @reutersinstitute.bsky.social Digital News Report 2025, and Iβm not surprised, but I am more convinced than ever that journalism needs to adapt, fast.
Traditional news formats are in steady decline.
just sent one π
wondering if something from a definitely different perspective like mine would work π
Journalists on TikTok - or thinking of getting started?
Iβve created an e-course for the EU Neighbours project packed with practical tips to help you master storytelling, algorithms & engagement on TikTok.
euneighbourseast.eu/media/e-cour...
Two Italian journalists from Fanpage were targeted with Paragonβs Graphite spyware, according to Citizen Lab. Despite mounting evidence, Italyβs government has been accused of inaction and even ended its contract with Paragon amid mutual blame. www.theguardian.com/media/2025/j...
16.06.2025 06:57 β π 0 π 0 π¬ 0 π 0For legacy media, this is both a challenge and an opportunity. The storytelling tools are there. The audiences are willing. But the shift in mindset, from "this is our story" to "this is how our audience wants to hear it", is still lagging behind in many places.
15.05.2025 13:37 β π 0 π 0 π¬ 0 π 0The article highlights a wave of news outlets, many born on TikTok, Instagram, or via newsletters, that are succeeding not by replicating traditional formats, but by reinventing them.
Theyβre not just translating news into social, theyβre building it for social from the ground up.
Whether it's short videos, interactive explainers, or community-based newsletters, younger audiences are engaging with journalism that feels conversational, accessible, and platform-native.
15.05.2025 13:37 β π 0 π 0 π¬ 1 π 0I just read an insightful piece from the Reuters Institute. Highly recommend it to anyone working in audience development.
Young people donβt come for the brand, they come for the format, the tone, and whether it feels like it was made for them. reutersinstitute.politics.ox.ac.uk/news/how-the...
Guardian article. Drawing of young people looking scornfully at a trio of women taking a selfie. Text reads Cringe! How millennials became uncool They are mocked by gen Z for everything from their trainer socks to their mom jeans and selfie technique. A maligned millennial asks: how did we get here?
Teens & 20-somethings think 30-40 year olds are uncool? Wow this is a brand new phenomenon.
08.05.2025 08:34 β π 7930 π 869 π¬ 513 π 1210
L'Italia Γ¨ al 49esimo posto nella classifica sulla libertΓ di stampa: il peggior risultato dell'Europa occidentale lespresso.it/c/attualita/...
02.05.2025 15:35 β π 0 π 0 π¬ 0 π 0
Finally announcing the launch of the DW Urdu TikTok account! Opened just a week ago, the new TikTok channel is aimed at 63M users in Pakistan, making it the sixth country in the world per users. Looking forward to connecting with this community! www.tiktok.com/@dw_urdu/vid...
02.05.2025 11:50 β π 0 π 0 π¬ 0 π 0Ugh
24.04.2025 07:33 β π 1 π 1 π¬ 0 π 0
there are tunnels underground where bunnies are safe-- safe from the discover tab
15.04.2025 17:32 β π 1186 π 241 π¬ 47 π 2
