Author | Lightnews

Erika Marzano

@erikamarzano.bsky.social

370 followers 330 following 200 posts

📍 audience development @corporate.dw.com 📲 social media trainer https://muckrack.com/erika-marzano-1

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Erika Marzano @erikamarzano.bsky.social · 6d

TikTok didn’t mean to become a breaking news platform - but it did.

In this piece for @journalismnews.bsky.social I reflect on how TikTok has evolved far beyond its entertainment roots, and what that means for journalists covering the world in real time. www.journalism.co.uk/news/tiktok-...

TikTok didn’t mean to become a breaking news platform - but it did

Prioritise presence over perfection when a major story breaks on TikTok - audience interest peaks within the first two hours, writes Deutsche Welle's Erika Marzano

www.journalism.co.uk

Reposted by Erika Marzano

Adam Tinworth @adders.blog · 5d

Social video is by far the fastest moving format for #journalism at the moment. It’s always interesting, if a little distracting, to explore what’s happening, as I update my modules for this academic year…

(With a hat-tip to @erikamarzano.bsky.social and Fraser Nelson for their insights…)

The ever-evolving face of social video

If you're still stuck in the “it's all kids dancing” mindset, you're slipping way behind the times…

onemanandhisblog.com

Reposted by Erika Marzano

Journalism.co.uk @journalismnews.bsky.social · 6d

TikTok didn’t mean to become a breaking news platform - but it did: Prioritise presence over perfection when a major story breaks on TikTok - audience interest peaks within the first two hours, writes Deutsche Welle's Erika Marzano

TikTok didn’t mean to become a breaking news platform - but it did

Prioritise presence over perfection when a major story breaks on TikTok - audience interest peaks within the first two hours, writes Deutsche Welle's Erika Marzano

dlvr.it

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Reposted by Erika Marzano

Meme dalla Terza Repubblica @memeterza.bsky.social · 8d

Ranucci rivela: “Persone mi riprendevano collegate con gli auricolari mentre incontravo delle fonti importanti”.

Quando Lilli Gruber gli chiede come sta, Ranucci ha risposto: “senza aver dormito e con due macchine in meno”.

Solidarietà a Sigfrido Ranucci.

#sigfridoranucci #ottoemezzo

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Erika Marzano @erikamarzano.bsky.social · 6d

TikTok didn’t mean to become a breaking news platform - but it did

Prioritise presence over perfection when a major story breaks on TikTok - audience interest peaks within the first two hours, writes Deutsche Welle's Erika Marzano

www.journalism.co.uk

Reposted by Erika Marzano

European Federation of Journalists (EFJ) @efjeurope.bsky.social · 11d

#Malta: 16 October 2025 marks 8 years since the assassination of Maltese journalist Daphne Caruana Galizia in a car bomb attack.

Today is a reminder to continue to demand justice and campaign for change. There is no better way to perpetuate Daphne's memory and legacy ✨

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Erika Marzano @erikamarzano.bsky.social · 10d

Social media didn’t break our shared reality; it just made the cracks visible. Dan Williams argues in Asterisk that blaming algorithms for America’s ‘epistemic crisis’ misses the deeper roots: politics, education, and institutional distrust.
asteriskmag.com/issues/11/sc...

Scapegoating the Algorithm—Asterisk

America’s epistemic challenges run deeper than social media.

asteriskmag.com

Erika Marzano @erikamarzano.bsky.social · Sep 19

Target interests, not ages. Platforms evolve faster than generations.

Erika Marzano @erikamarzano.bsky.social · Sep 19

On the other hand, the overall “maturization” of content has definitely opened the doors for older generations as well.

In our internal account reviews across different regions, we’re increasingly seeing +24-34 audiences consuming current affairs, politics, and news on TikTok.

Erika Marzano @erikamarzano.bsky.social · Sep 19

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.

Erika Marzano @erikamarzano.bsky.social · Sep 19

If your goal is to reach very young users, make sure you’re also looking at platforms that actually provide demographic data and tools to target specific age groups. And if you’re working on TikTok, adjust your style and storytelling to tap into interests rather than relying on a teen-only mindset.

Erika Marzano @erikamarzano.bsky.social · Sep 19

Like other platforms, it has matured to cover all age groups. The real driver of engagement is no longer age, it’s interests and searches.

This means that while TikTok still attracts teens, its audience is far more diverse than many assume.

Erika Marzano @erikamarzano.bsky.social · Sep 19

I’ve 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 there’s an important clarification: TikTok no longer defines itself as “the Gen Z app.”

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Reposted by Erika Marzano

Martin Fehrensen @martinfehrensen.de · Sep 2

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 Lektüre definitiv schlauer:

www.socialmediawatchblog.de/tiktok-vs-in...

TikTok vs. Instagram: Von Rivalen zu (fast) Zwillingen in der Public-Media-Strategie

Es geht nicht mehr um TikTok versus Instagram. Sondern um TikTok und Instagram – das Ziel ist Resonanz, nicht Redundanz.

www.socialmediawatchblog.de

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Erika Marzano @erikamarzano.bsky.social · Jul 10

That makes it not only accessible but also authentic, visually powerful, and culturally sensitive.

Erika Marzano @erikamarzano.bsky.social · Jul 10

A 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: it’s developed natively in Indonesian Sign Language (BISINDO), then adapted for hearing audiences.

Erika Marzano @erikamarzano.bsky.social · Jul 10

It’s extremely cool to have contributed to this project 🧡

„Tuli Tau“ is DW’s 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...

Mimpi basah sering jadi momen pertama yang bikin bingung banyak remaja laki-laki. Padahal, ini hal normal banget dan jadi tanda tubuh kamu lagi tumbuh dan berkembang! Kamu masih ingat gimana rasanya w...

TikTok video by DW Indonesia

www.tiktok.com

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Erika Marzano @erikamarzano.bsky.social · Jun 23

CapCut’s 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-...

Journalism jobs (media, editorial), news for journalists

Journalism jobs, media jobs, editorial jobs, reporter jobs, news, links, training for online or print journalists, reporters, editors, sub-editors, art editors, designers

Journalism.co.uk

Reposted by Erika Marzano

il Post @ilpost.it · Jun 23

È morto lo scultore Arnaldo Pomodoro

Aveva 99 anni ed era famoso in Italia e nel mondo per le sue grandi opere, spesso in bronzo e spesso sfere

ilpost.link

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Erika Marzano @erikamarzano.bsky.social · Jun 23

Truly honored to be mentioned alongside such thoughtful media minds.

Thank you, @eduardosuarez.bsky.social, for the kind inclusion!

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Erika Marzano @erikamarzano.bsky.social · Jun 23

(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!

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Erika Marzano @erikamarzano.bsky.social · Jun 20

This isn’t about dumbing down the news. It’s about distribution, format, and storytelling that actually gets seen.

If you're in a newsroom and still think “we’ll get to TikTok later,” I’d say: Later is already too late.

Erika Marzano @erikamarzano.bsky.social · Jun 20

TikTok, YouTube, Instagram. These aren’t 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.

Erika Marzano @erikamarzano.bsky.social · Jun 20

Video, 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.

Erika Marzano @erikamarzano.bsky.social · Jun 20

Re-reading @reutersinstitute.bsky.social Digital News Report 2025, and I’m not surprised, but I am more convinced than ever that journalism needs to adapt, fast.

Traditional news formats are in steady decline.

Erika Marzano @erikamarzano.bsky.social · Jun 19

just sent one 👐
wondering if something from a definitely different perspective like mine would work 😀