Music and entertainment editors ignored the biggest story at the Grammys www.journalism.co.uk/music-and-en...
17.02.2026 10:45
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Music and entertainment editors ignored the biggest story at the Grammys www.journalism.co.uk/music-and-en...
So this feels like a good moment to say: I’m proud of what we’ve built together.
2025 showed me that TikTok isn’t just where news gets shared anymore.
For many young people, it’s where news starts.
And we’re still learning how to do this better, one short video at a time, one hook at a time. 💙
Working on TikTok has taught me that being “on the platform” isn’t enough.
You have to speak its language, without losing your values.
And that’s hard. And exciting. And worth it.
What really worked this year wasn’t chasing trends.
It was:
listening to audiences
publishing consistently
adapting our tone and visuals
learning how people actually consume news: fast, vertical, and visual
And behind that number are… a lot of MS Teams messages, a lot of “let’s just try this and see,” a lot of trainings and many teams across languages and regions.
One year ago today, we had 22 TikTok accounts. Now we have more than 30, each with its own voice, audience, and way of doing journalism.
A bit of my own pat on the shoulder here… and on all the shoulders of my colleagues in editorial departments.
Why? Because so much of DW’s digital growth in 2025 happened on the platform I’ve been working on (and with) for the past 6 years.
In 2025, TikTok became DW’s biggest platform worldwide.
Ever heard of the term "Splinternet"? It means the internet is slowly being split and controlled, with more surveillance and censorship in some countries. Learn what you can do to protect your privacy and stay informed.
How can people use the internet in authoritarian countries like China, Russia and Iran without revealing their identity? Are there workarounds besides VPNs and proxy servers? My Article on @deutschewelle.dw.com.
www.dw.com/en/what-you-...
What doesn’t change is the responsibility to keep journalism visible, accessible and relevant.
If distribution is challenged in one place, we adapt in another.
If doors close, we build new entry points.
Anyway, follow DW Russian on TikTok now!
www.tiktok.com/@dw.russian/...
Not because TikTok is “easy” or “light”, but because it’s one of the places where younger audiences actively look for context, explanation and perspective, especially when information is restricted, distorted or pushed out of reach.
Platform access changes. Labels change.
Following Russia’s decision to label DW an “undesirable organisation”, we are not stopping. We are continuing to report, explain, and reach audiences where they are.
That’s also why we’ve opened a new TikTok account.
www.tiktok.com/@dw.russian/...
Do you know, what gardening means in certain social media posts? Or seggs? Or an 🍆? @erikamarzano.bsky.social explains, what #Algospeak really means.
New interview out: “How journalism tiptoes around algospeak’s grocery store”
I had a great conversation with iMEdD about how social platforms’ moderation and algorithmic filtering are reshaping the language and practices of journalism from “seggs” to “unalive”. lab.imedd.org/en/how-journ...
DW Access works outside traditional app stores and offers:
✔ Integrated VPN
✔ No personal data transmission
✔ Offline reading
✔ Data-saving mode
Learn more: corporate.dw.com/en/dw-access...
Access to independent information is under pressure worldwide. Internet shutdowns and censorship have intensified in countries like Iran, Russia and China.
DW has developed DW Access, a lightweight app that helps people stay informed even under the toughest conditions.
...and a direct connection with the person telling the story.
If we want to reach young people where they are, we must think format-first, platform-native, and personality-led, without compromising editorial
Gen Z isn’t abandoning news; they’re abandoning the formats that no longer fit how they navigate information.
TikTok has become the primary entry point into news because it delivers what they expect: clarity, speed, personality
www.theverge.com/cs/features/...
It was also a nice opportunity to reflect on the work I do every day with journalists and teams, the experiments, the challenges, and the small wins that come from understanding what audiences genuinely respond to.
We talked about things I’ve been thinking about a lot this year: how platforms are evolving, what “good” engagement actually looks like now, and why audience development is becoming less about chasing the algorithm and more about building formats, trust, and consistency.
A while ago, I had the chance to sit down with AImpactful for a long conversation about how social media strategy is shifting, especially with AI reshaping how we create and how audiences discover our work.
Here’s the interview: aimpactful.com/social-media...
Spotify is adding new feature called "Listening stats" that will show users weekly numbers about their listening habits.
Disinformation isn't just digital, it's deadly. DW investigates how anti-Palestinian propaganda fuels real-world violence and racism. A must-read. www.dw.com/en/how-anti-...
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…)
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
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
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-...
#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 ✨
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...
Target interests, not ages. Platforms evolve faster than generations.
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.
