"I know you from TikTok!"
To attract young people's attention, one must think innovatively. Through collaboration, creative formats, and strong social media expertise, TV 2 Nyheter has become Norway's largest TikTok account in just two years, successfully strengthening young people's access to and trust in editor-controlled media.
One of the biggest profiles on TV 2 in Norway is Julie Thorsen, who works exclusively with delivering news on TikTok.
"I present the news on TikTok, and I try to make it engaging, so that young people actually want to watch the videos we make," says Julie Thorsen.
She is part of the TV 2 editorial team Hub2, which actively uses social media to reach out to young media consumers.
"When we got a social media team in place, one of the first things we did was to start TikTok. Young people under 30 hardly knew of TV 2 Nyheter, and we are therefore looking for new ways to reach younger consumers and audiences who do not normally watch the news. We do this on social media, and preferably on our own platforms - first and foremost TV2.no," explains Karen Anna Kleppe, who is the editorial chief at Hub2.
In two years, @tv.2.no has become Norway's largest TikTok account by speaking directly to users and collaborating with TV 2's experienced staff. The established hosts and journalists help to tell the stories in new ways and on new channels.
"We make it relatable and with a touch of humor. TV 2's hosts have been our public faces for many years, and now they collaborate with TikTok journalists on explainers that clarify and delve deeper into a current issue. They come to us with tips and questions, and we have managed to build mutual respect," says Karen Anna Kleppe.
Working as a TikTok journalist means that Julie Thorsen has to pose for selfies. She is recognized on the street and is stopped daily by people who have seen her on TV 2 Nyheter on TikTok.
"That's when I think that we have succeeded," says Karen Anna Kleppe.
