Reaching Generation Z: How Local Media Can Ride the Tik Tok Wave

Read Time: 5 minutes

At first glance, it looks like a gimmick: influencers reading newspaper articles aloud on TikTok. But behind the viral trend lies a playbook for reaching Gen Z—one that local media and ad agencies can’t afford to ignore.

Consider Kelsey Russell, known online as The Print Princess. Her TikTok videos—where she reads New York Times stories with personality and commentary—have attracted thousands of followers. Russell tells publishers what many advertisers already suspect: Gen Z isn’t turning to traditional news outlets as much. Forty percent now get most of their news from TikTok or X.

This isn’t just a shift in format. It’s a shift in psychology. Gen Z faces what Russell calls “news fatigue”—a flood of fragmented headlines in a world that feels perpetually unstable. They crave stories that make sense of chaos. And they want those stories delivered with personality, not monotone.

For local media sales teams, this is more than a curiosity. It’s an opportunity. If younger audiences are consuming news through short-form video, then advertisers who want to reach them need local media brands to show up where Gen Z lives—on TikTok.

Here’s the play:

• Turn talent into creators. National brands already do it. CNN’s Max Foster and The Washington Post’s Dave Jorgenson have built TikTok followings by blending news with humor and authenticity. Local stations and print can do the same.
• Partner with influencers. Many influencers are eager to learn how news is made. Invite them behind the scenes. Show them the printing press, the newsroom, the quirky local stories. These collaborations often cost less than expected—and deliver more engagement than banner ads.
• Sell the story, not the spot. Advertisers want relevance. A mattress retailer doesn’t care about ratings; they care about why local news always seems to feature mattress ads. That’s a story—and stories drive clicks.

Russell’s advice is simple: “Everything starts with a question.” For sales teams, that question is: How do we help advertisers connect with an audience that doesn’t watch TV or read print as much as the general market? The answer may be a TikTok strategy that blends local credibility with influencer reach.

The Media Audit can help. With data on 2026’s fastest-growing categories, it gives sales teams the insights they need to pitch advertisers on campaigns that meet Gen Z where they are—on their phones, scrolling for stories that feel real.

Steps for Local Media Sales Teams: How to Pitch TikTok Integrations to Advertisers

1. Lead with Audience Insights
   Show advertisers the data: Gen Z spends hours on TikTok and gets 40% of its news there. Position TikTok as a bridge to younger consumers who aren’t watching TV or reading print.
2. Highlight Authenticity Over Ads
   Explain that TikTok thrives on personality-driven content, not traditional commercials. Suggest campaigns that feature local talent, broadcasters, writers or influencers telling real stories tied to the advertiser’s brand.
3. Offer Behind-the-Scenes Access
   Pitch ideas like “Day in the Life” videos at the advertiser’s business or local events. These humanize the brand and create shareable content.
4. Bundle TikTok with Traditional Media
   Present TikTok as part of an integrated package—radio spots for reach, TikTok for engagement. Show how cross-platform storytelling amplifies results.
5. Leverage Influencer Partnerships
   Identify local micro-influencers who align with the advertiser’s audience. Offer to manage introductions and content collaboration, reducing complexity for the client.
6. Focus on ROI Metrics Advertisers Care About
   Emphasize measurable outcomes: engagement rates, follower growth, and conversions. Use case studies from national brands to prove success.
7. Position Your Team as the Expert
   Frame your station or agency as the guide through TikTok’s creative landscape. Advertisers want simplicity—offer turnkey solutions.

Source:NichePub.Biz