WSJ Tech News Briefing: Why Legacy Media Companies Are Turning to TikTok
Release Date: December 19, 2024
Host: Danny Lewis, The Wall Street Journal

Introduction

In the December 19, 2024 episode of WSJ Tech News Briefing, host Danny Lewis delves into two pivotal topics shaping the tech and media landscapes: Apple's Lockdown Mode for enhanced cybersecurity and the strategic pivot of legacy media companies towards TikTok to engage younger audiences amidst potential regulatory challenges. The episode features insights from cybersecurity expert Jackie Snow and WSJ reporter Isabella Simonetti, providing a comprehensive overview of these developments.

Apple's Lockdown Mode: Enhancing Mobile Security

Overview of Lockdown Mode

At the outset, Danny Lewis introduces Apple's Lockdown Mode, a security feature embedded in recent iPhones designed to protect users from sophisticated cyber threats targeting individuals such as human rights activists and journalists. Jackie Snow elaborates on the accessibility and functionality of this mode.

Key Features and Benefits

• Activation and Usage: Jackie Snow emphasizes the ease of enabling Lockdown Mode via the iPhone's Settings under Privacy and Security. She advises, “People should go ahead and try it” (00:53, Lockdown Mode Details).

• Operational Impact: When activated, Lockdown Mode restricts several phone functionalities to mitigate cyberattack vectors. Jackie explains, “Most of the attachments are blocked, so you're not going to get images, videos, links” (02:19, Operational Changes). This means reduced vulnerability to malicious content delivered through messages and restricted web functionalities, ensuring a safer browsing experience.

Effectiveness Against Cyber Threats

Lockdown Mode serves as a deterrent against spyware and other malicious software by limiting potential entry points for hackers. Jackie notes, “This is just limiting the chances for them to slip on spyware onto your phone” (02:56, Protection Mechanism). However, she cautions that it is not a comprehensive solution, stating, “This is not going to protect you from everything” (02:56, Limitations), highlighting the need for users to remain vigilant against sophisticated attacks.

Comparison with Android Security Measures

The discussion transitions to Android devices, where Jackie contrasts Lockdown Mode with Google's Advanced Protection Program. She points out the challenges in achieving similar security levels on Android due to the platform's diverse hardware ecosystem: “Because Androids run on so many different types of hardware, you can't really lock down an Android device the way you can with iPhone” (03:51, Android vs. iPhone Security).

Legacy Media Companies Embrace TikTok to Reach Younger Audiences

Strategic Shift to TikTok

Post-break, the focus shifts to Isabella Simonetti's exploration of why traditional media outlets like CNN and Fox News are increasingly leveraging TikTok to connect with younger demographics. Isabella outlines the media companies' rationale, emphasizing the need to adapt to shifting content consumption patterns among younger audiences.

Motivations for Adopting TikTok

Isabella states, “For legacy media companies, they want to meet young audiences where they are” (05:53, Meeting Audiences). With platforms like TikTok boasting a significant user base under 30, media companies aim to cultivate brand awareness and foster long-term engagement with this demographic, which is less reachable through traditional channels like linear TV.

Content Strategies and Adaptations

The episode highlights various approaches media companies employ on TikTok:

• Engaging Content Formats: Isabella describes how reporters like Trey Yingst from Fox News utilize “selfie-style videos” to deliver snippets of their reporting from the field, making news content more relatable and accessible to TikTok users (07:52, Content Adaptation).

• Building Future Loyalty: The strategy is not immediate monetization but rather building a connection that could translate into subscriptions or viewership on other platforms in the future. Isabella explains, “It's more about cultivating brand awareness for the future” (08:52, Long-Term Goals).

Navigating Potential TikTok Bans

Despite the Supreme Court’s pending decision on the TikTok ban, media companies continue investing in the platform. Isabella rationalizes this by emphasizing the adaptability of content across similar platforms, stating, “A lot of the work that these companies are doing on TikTok can be easily translated to other vertical video platforms like Instagram Reels” (07:00, Contingency Planning). This adaptability ensures that efforts on TikTok can sustain their value even if the platform faces regulatory hurdles.

Audience Reception and Preferences

Insights into user preferences reveal that younger audiences appreciate the authenticity of news on TikTok. Isabella recounts feedback from users who prefer “people's raw reactions” and find the content more “authentic or genuine” compared to traditional media outlets (09:37, User Preferences). This preference drives media companies to tailor their content to fit the unfiltered and engaging nature of TikTok.

Economic Considerations

When queried about the financial benefits, Isabella clarifies that TikTok serves more as a brand-building tool rather than a direct revenue source: “TikTok is not a big ad revenue driver for these companies. It's more about cultivating brand awareness for the future” (08:52, Economic Impact). The focus remains on establishing a presence that can lead to future monetization through other services.

Conclusion

The episode underscores the evolving intersections between technology and media. Apple's Lockdown Mode represents a significant step in personal cybersecurity, offering users enhanced protection in an increasingly digital world. Concurrently, the strategic adoption of TikTok by legacy media companies highlights a transformative approach to audience engagement, prioritizing adaptability and future-oriented brand loyalty over immediate gains. As both cybersecurity measures and media consumption habits continue to evolve, these developments reflect broader trends shaping the tech and media industries.

Produced by Julie Chang with supervising producer Kathryn Millsap.