The social app TikTok is currently dominating the global media scene with its meteoric rise and newly famous personalities. The app has led the world in downloads over the past year and joined the list of commonplace social media platforms in the average person’s phone. Many people use TikTok simply for entertainment in the form of dancing, dares, or daily blogs, but others are using this new platform to further their business. Instead of simply recording a video of a dance trend, some journalists are adding deeper meaning to the usage of TikTok in creative ways.

The best journalists on TikTok know that to hold an audience on a fast-paced platform, you need to entertain while informing. Nick Kosir, a weatherman with FOX46 in Charlotte, might be the best example of this adapting to the platform. Kosir has gone viral with his dancing abilities on and off the air. He has coined the name “The Dancing Weatherman” and gained over a million followers in TikTok which is no small feat. Kosir understands that TikTok is the most effective platform at gaining an audience with his talent. He has built his brand and maintained his audience’s attention so that he is known nationally, and perhaps globally.

On smaller scales, plenty of other journalists are using TikTok to simply share their information with those listening. Countless bloggers and lifestyle enthusiasts have turned to TikTok to share style trends, news, and life hacks. DevanOnDeck has branded himself as a men’s lifestyle journalist on TikTok with over three million followers. With the use of colorful content and popular editing transitions made available through the app, Devan has branded himself as a style guru.

The best journalists adapt to the times and use what tools are popular for the masses. Having a well-branded image on TikTok is a sure way to reach new audience members that are younger, while maintaining other demographics with platforms such as Facebook or Twitter. People go on TikTok to be entertained in a split second. If one can produce energetic and interesting content with the effective tools TikTok provides, then audiences will constantly return to be entertained again.