路透社新闻研究所-出版商如何学习在TikTok上创建和发布新闻（英）-2022.12-38正式版

DIGITAL NEWS PROJECTDECEMBER 2022How Publishers are Learning to Create and Distribute News on TikTokNic Newman1Contents About the Authors 2Acknowledgements 2 1.Introduction and Key Findings 32.Methodology 53.How and Why Publishers are Moving onto TikTok 64.TikToks Magic Algorithm How it Works 135.What Strategies are Publishers Pursuing on TikTok?146.News Creators and Activists 237.What next for TikTok and News?278.Conclusion 30APPENDIX A List of Interviewees 32APPENDIX B List of Top Publishers by Country 33 THE REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM2About the Authors Nic Newman is Senior Research Associate at the Reuters Institute and has been lead author of the Digital News Report since 2012.Nic also writes an annual study looking at the latest trends in technology and the business of journalism.He is a consultant on digital media,working actively with news companies on product,audience,and business strategies for digital transition.AcknowledgementsThe author is grateful to the many media executives,creators,and other experts who gave their time to be interviewed for this report.The research team at the Reuters Institute provided valuable input at various stages,including thoughtful comments on the manuscript.Thanks also to Georgia Newman for her detailed research in helping to identify top news publishers on TikTok in more than 40 markets and to Alex Reid for keeping the publication on track at all times.Published by the Reuters Institute for the Study of Journalism with the support of Google and the Google News Initiative.3HOW PUBLISHERS ARE LEARNING TO CREATE AND DISTRIBUTE NEWS ON TIKTOK1.Introduction and Key FindingsTikTok is currently one of the worlds fastest-growing social networks with its addictive algorithm surfacing an endless stream of short,entertaining videos.Until recently the network had a reputation built almost exclusively on fast-moving,funny or musical memes,but stories such as Black Lives Matter,the Covid-19 pandemic,and the war in Ukraine have helped make news a much bigger part of the mix.Changes to the platform,enabling longer videos and the promotion of live streams,have also made TikTok more attractive for news publishers looking to engage younger audiences.Despite this,our Reuters Institute Digital News Report research suggests that news on TikTok is still mostly generated by social media influencers,activists,or ordinary people rather than by journalists.1 Qualitative studies of younger consumers show that although TikTok is loved for its humour and engaging presentation,many worry about the credibility of the information they see there and the potential for misinformation and disinformation.2 Understanding the nature of news on any social platform is a huge endeavour given the highly personalised nature of the experience and the limited availability of public data.Partly for these reasons,in this report we focus mainly on the production of content for TikTok by publishers,as well as some independent news creators.We have tracked the extent of publisher activity across more than 40 countries,one of the first attempts to do this,and interviewed some of the most successful news organisations such as the Washington Post,Sky News,and Le Monde about their motivations and key learnings.As this fast-moving platform matures and grows,we have also identified areas in which TikTok itself may need to focus more on publisher concerns about the quality and range of news content provided and the transparency of take down rules.Given the number of publishers now involved and the speed of change this report should not be seen as a comprehensive picture of publisher activity,rather a snapshot that we hope contains insights that will be useful to news organisations,regulators,and researchers.Key findings Around half(49%)of top news publishers are now regularly publishing content on TikTok based on lists drawn from our 2022 Digital News Report covering 44 markets.3 A large proportion of these have joined TikTok in the last year.Publisher adoption is not evenly spread.The vast majority of Indonesian(90%),Australian(89%),Spanish(86%),French(86%),and UK(81%)publishers operate active accounts on TikTok,along with more than three-quarters in the United States(US)(77%),and around two-thirds in Brazil(68%).News organisations in Japan(31%),Italy(29%),Denmark(27%),and Bulgaria(7%)have been slower to move onto the platform.1 https:/reutersinstitute.politics.ox.ac.uk/digital-news-report/2021/dnr-executive-summary2 https:/reutersinstitute.politics.ox.ac.uk/news/kaleidoscope-tracking-young-peoples-relationships-news3 Publishers with more than 4%national online reach in the 2022 Digital News Report survey(see Methodology for more details),based on representative samples of 2,000 people.The number of countries and markets is 44,not 46,because TikTok is banned in India and is not available in Hong Kong.THE REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM4 News organisations are attracted by the fast-growing