From experiment to strategy: use of TikTok by the local Spanish press between 2021 and 2024
Journal
Revista Panamericana de Comunicación
ISSN
2683-2208
Publisher
Escuela de Comunicación - CampCM
Date Issued
2025-09-11
Author(s)
Sidorenko-Bautista, Pavel
Herrranz-de-la-Casa, José María
Alonso López, Nadia
Type
text::Non-primary product
Abstract
The rise of TikTok has prompted journalists and media outlets to experiment with its short-form video format. The main goal of this paper is to analyze the presence, activity, and narrative strategies of Spanish local media on TikTok between 2021 and 2024, noting that at the start of this period, only 2.83% of 705 Spanish local newspapers had active profiles on TikTok. Content production was limited and inconsistent, with many profiles remaining inactive for long stretches. Non-journalistic content, such as advertising and humor, was mixed with journalistic posts, events, and social news. Most publishers have struggled to adapt to TikTok’s format, often relying on static images or repurposing existing content. However, some have employed innovative strategies like satire and collaborations with local creators. Limited resources and an aging audience were identified as potential obstacles. A comparative analysis updated in December 2024 showed mixed results: some media outlets have maintained or grown their presence on TikTok, while others have stagnated or exited the platform. The study concludes that TikTok presents both opportunities and challenges for local journalism, as it requires resources, creativity, and adaptability to attract younger audiences. This involves engaging a global audience with content of local interest and informing emerging viewers who now depend on this platform as their main source of information.
License
Acceso Abierto
How to cite
Sidorenko Bautista, P., Herrranz-de-la-Casa, J. M., & Alonso López, N. (2025). From experiment to strategy: use of TikTok by the local Spanish press between 2021 and 2024. Revista Panamericana De Comunicación, 7(2). https://doi.org/10.21555/rpc.v7i2.3507
Table of contents
1. Introduction -- 1.1. TikTok and the new paradigm of ephemeral communication -- 1.2. Digital and community journalism -- 2. Methods -- 3. Results -- 4. Discussion and conclusions