Utilization of TikTok by journalists for news production and engagement at Tuko Media Group, Kenya

Grace Njeri Wekesa; Lydia Anyonje; Rose Auma; Robert Peter Ogutu

doi:10.51867/AQSSR.3.4.43

Authors

Grace Njeri Wekesa Masinde Muliro University of Science and Technology, Kenya Author https://orcid.org/0000-0002-8482-3965
Lydia Anyonje Masinde Muliro University of Science and Technology, Kenya Author https://orcid.org/0000-0002-1487-7191
Rose Auma Masinde Muliro University of Science and Technology, Kenya Author https://orcid.org/0000-0003-4982-7335
Robert Peter Ogutu Masinde Muliro University of Science and Technology, Kenya Author https://orcid.org/0000-0002-1355-3910

DOI:

https://doi.org/10.51867/AQSSR.3.4.43

Keywords:

Engagement, Journalists, News Production, Tuko Media Group, Utilization of TikTok

Abstract

Kenya ranks highest globally in TikTok usage, with 54% of users engaging with the platform for various purposes, and 29% specifically for news consumption. However, TikTok presents several challenges as a source of news and public information. Unlike traditional media, TikTok lacks formal editorial structures and verification protocols, making it vulnerable to the spread of misinformation and disinformation. The overall objective of the study was to examine the Utilization of TikTok for news production and engagement at Tuko Media Group. This study was anchored on Technology Acceptance Model (TAM). The study was conducted at Tuko Media Group, a leading digital news platform in Kenya. It adopted a qualitative approach. The target population was Tuko Media Group journalists who produce content on Tuko TikTok account. They included journalists who work in the five segments namely; My Story, Couples Show, TUKO Explainers, TUKO Talks, and TUKO Xtra. These segments represented various content genres, ranging from human interest stories to infotainment. This study employed purposive sampling. From the TUKO TikTok account, a total of 15 videos was selected, 3 from each of the five identified segments over a period of one year (July 2024 to June 2025). In addition, interviews were conducted with TUKO’s Producers (3), Videographers (2), Editors (2), Photographers (2), and Writers (3). This made a total of 12 in-depth interviews. The interviews provided deeper insights regarding the phenomenon under study. In relation to data collection from Tuko TikTok videos, the researcher visited TUKO TikTok account where the videos have been uploaded for viewers input. This is where viewers can like, comment, repost and share. The researcher logged into Tuko TikTok page with her TikTok account, downloaded videos with highest likes and shares and watched videos which were purposively selected noting the information based on visual appeal, language use and conformity to journalistic ethics. A qualitative content analysis approach was used for this study. Regarding the interview data, thematic analysis was conducted and results were presented in prose form. Based on the findings, the study concludes that TikTok has emerged as an important digital platform influencing news production practices at TUKO Media Group. Journalists increasingly integrate TikTok into their daily work processes as a tool for storytelling, audience engagement, and content distribution. Based on the findings, the study recommends that media organizations should strengthen journalists’ utilization of TikTok by providing regular training on short-form video production, audience engagement, and effective use of the platform’s interactive features.

References

Ahmed, S. K. (2024). The pillars of trustworthiness in qualitative research. Journal of Medicine, Surgery, and Public Health, 2, Article 100051. https://doi.org/10.1016/j.glmedi.2024.100051

Al-Rawi, A. (2024). Metajournalistic discourse on TikTok. Emerging Media, 2(1), 134-154. https://doi.org/10.1177/27523543241244566

Bhandari, A., & Bimo, S. (2022). Why's everyone on TikTok now? The algorithmized self and the future of self-making on social media. Social Media + Society, 8(1). https://doi.org/10.1177/20563051221086241

Cheng, Z., & Li, Y. (2024). Like, comment, and share on TikTok: Exploring the effect of sentiment and second-person view on the user engagement with TikTok news videos. Social Science Computer Review, 42(1). https://doi.org/10.1177/08944393231178603

Cheng, Z., Durotoye, T., Medina, L., & Chadha, M. (2025). News on TikTok through the lens of quality journalism: How TikTok users perceive news values, content, and engagement. Journalism Studies. https://doi.org/10.1080/1461670X.2025.2559020

Cooper, D. R., & Schindler, P. S. (2019). Business research methods. McGraw-Hill Education.

Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.

https://doi.org/10.2307/249008

Degen, M., Olgemöller, M., & Zabel, C. (2024). The tortured journalists department? Challenges and characteristics of quality journalism on TikTok in Germany. Emerging Media, 2(4). https://doi.org/10.1177/27523543241300942

Duong, L., & Tran, T. (2024). Exploring fake news awareness and trust in the age of social media among university student TikTok users. Cogent Social Sciences, 10(1), Article 2302216. https://doi.org/10.1080/23311886.2024.2302216

Dvir-Gvirsman, S., & Tsuriel, K. (2022). In an open relationship: Platformization of relations between news practitioners and their audiences. Journalism Studies, 23(11), 1308-1326. https://doi.org/10.1080/1461670X.2022.2084144

García-Avilés, J. A. (2021). Journalism as usual? Managing disruption in virtual newsrooms during the COVID-19 crisis. Digital Journalism, 9(9), 1239-1260. https://doi.org/10.1080/21670811.2021.1942112

Gicheru, C., & Nyabuga, G. (2024). Kenya. In Digital news report 2024. Reuters Institute for the Study of Journalism. https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2024/kenya

Grant, R. M. (2019). Contemporary strategy analysis (10th ed.). Wiley.

Hendrickx, J. (2023). From newspapers to TikTok: Social media journalism as the fourth wave of news production, diffusion and consumption. In Blurring boundaries of journalism in digital media (pp. 229-246). Springer. https://doi.org/10.1007/978-3-031-43926-1_16

Hermida, A. (2026). Ambient journalism after Twitter: Algorithmic curation and the emergence of synthetic ambience. M/C Journal, 29(2). https://doi.org/10.5204/mcj.3254

Jain, L., Velez, L., Karlapati, S., Forand, M., Kannali, R., Yousaf, R. A., Ahmed, R., Sarfraz, Z., Sutter, P. A., Tallo, C. A., & Ahmed, S. (2025). Exploring problematic TikTok use and mental health issues: A systematic review of empirical studies. Journal of Primary Care & Community Health, 16. https://doi.org/10.1177/21501319251327303

Kimboi, J. M., Simiyu, V. N., & Wangari, J. (2025). Scrolling away Ubuntu: Social media's silent disruption of communal ethos among young people in Limuru, Kiambu County in Kenya. Journal of Research Innovation and Implications in Education, 9(3), 694-703.

Kitui, S. L., Lumala, P. M., & Nyamboga, E. N. (2025). Understanding patterns of homophily in social media usage among journalists at the Nation Media Group, Kenya. Journal of the Kenya National Commission for UNESCO, 5(2). https://doi.org/10.62049/jkncu.v5i2.299

Kiunga, M. G. (2023). The effects of social media on newspaper content distribution: A case study of The Star newspaper [Thesis, Aga Khan University]. eCommons@AKU. https://ecommons.aku.edu/etd_ke_gsmc_ma-digjour/64/

Laor, T. (2026). Breaking newstainment: Professional journalism and TikTok platform culture, evidence from the Israeli media system. Journalism and Media, 7(2), Article 79. https://doi.org/10.3390/journalmedia7020079

Mbaabu, N. M. (2025). Examining the status of AI use guidelines in editorial policies of Kenyan digital media houses and challenges in their formulation and implementation in newsrooms [Master's thesis, Aga Khan University]. eCommons@AKU. https://ecommons.aku.edu/cgi/viewcontent.cgi?article=1008&context=etd_ke_gsmc_ma-digjour

Mugenda, A., & Mugenda, O. (2019). Research methods: Quantitative & qualitative approaches (3rd ed.). Centre for Innovative Leadership & Governance.

Mwongela, F. K. (2015). A study on how social media have changed newsroom operations in Kenya: A case study of the Standard Group and Nation Media Group [Thesis, University of Nairobi]. University of Nairobi Repository. http://hdl.handle.net/11295/94730

Newman, N., Fletcher, R., Schulz, A., Andi, S., Robertson, C. T., & Nielsen, R. K. (2021). Reuters Institute digital news report 2021. Reuters Institute for the Study of Journalism.

Newman, N., Ross Arguedas, A., Robertson, C., Nielsen, R. K., & Fletcher, R. (2024). Digital news report 2024. Reuters Institute for the Study of Journalism. https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2024

Newman, N., Ross Arguedas, A., Robertson, C., Nielsen, R. K., & Fletcher, R. (2026). Digital news report 2026. Reuters Institute for the Study of Journalism. https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2026

Peterson-Salahuddin, C. (2024). News for (Me and) You: Exploring the reporting practices of citizen journalists on TikTok. Journalism Studies, 25(9), 1076-1094. https://doi.org/10.1080/1461670X.2023.2293829

Verstappen, M., & Opgenhaffen, M. (2026). The TikTok news challenge: The influence of the news organization on the editorial decision-making of TikTok editors. Journalism, 27(9), 2693-2711. https://doi.org/10.1177/14648849251383067

Wang, Y. (2022). A review of reasons for TikTok's global surge. In Advances in social science, education and humanities research: Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021) (Vol. 631, pp. 588-591). Atlantis Press. https://doi.org/10.2991/assehr.k.220105.107

Zayani, M. (2021). Digital journalism, social media platforms, and audience engagement: The case of AJ+. Digital Journalism, 9(1), 24-41. https://doi.org/10.1080/21670811.2020.1816140