On the afternoon of November 2, 2024, the first session of the 2024 training program by Zhejiang University's Student Media Training Center officially commenced with the course Strategies for Creating Viral News Videos on TikTok. The lecture was delivered by Ms. Lu Haimin, Deputy Director of the Tide News Communication Cooperation Center, who currently oversees short video platforms such as TikTok, Kuaishou, and WeChat Channels for Tide News.
At the beginning of the lecture, Ms. Lu used short videos produced by different media outlets on the news of “Ma Huateng becoming China’s richest man” as examples to demonstrate the stark contrast in traffic generated by varying production styles. This led to a discussion on techniques for creating viral short videos. Ms. Lu explained that platforms like TikTok have specific algorithmic rules for pushing videos. She detailed the platform's basic standards and unique requirements for news video production, including clear visuals, rich content, precise editing, and ensuring background music does not interfere with voiceovers or interviews. News content must be clear and accurate, with complete elements and sufficient background context for extended coverage, which should present multiple perspectives. For educational or promotional content, innovative forms of presentation are essential to deliver scientific and positive messaging. Ms. Lu emphasized that only by adhering to platform rules can videos receive preferential exposure through algorithmic boosts.
Topics Selecting Tips
Next, Ms. Lu used examples of past viral videos to highlight the importance of selecting the right news topics. She shared strategies such as “grouping content around major trending topics,” “focusing on the public’s perspective for political news,” “ensuring speed, accuracy, and conciseness in breaking news,” and “adding depth, detail, and event reconstruction for in-depth reports.” She also stressed the significance of timing major news events or seasonal themes to create compelling storylines. Using Tide News’ series of videos covering the Tokyo Olympics gold medalist Yang Qian and the return of Meng Wanzhou to China, Ms. Lu illustrated that launching multiple short videos around the same trending topic within a short period can effectively expand the news reach by leveraging platform algorithms.
Video Editing Tips
Ms. Lu also pointed out that creating viral short videos requires both careful topic selection and emotionally resonant, visually impactful, and creative editing. For example, close-up shots capturing the intense emotions—whether deep sorrow or extreme joy—of individuals in a news event are far more compelling than wide-angle views. In addition to strong visuals, storytelling is crucial in news videos. Media professionals should go beyond surface-level event details to explore underlying conflicts or controversies that resonate with audiences. Furthermore, Ms. Lu emphasized the role of background music in video editing, citing an example where Tide News paired city-themed music from The Legend of White Snake in its coverage of Hangzhou’s urban stories.
the Birth of a Pop Video
Lastly, Ms. Lu underscored that producing viral videos requires more than just post-production skills. It involves identifying valuable content, promptly coordinating with frontline journalists, and excelling in every phase of the process—pre-report preparation, minimizing communication delays during reporting, and applying the keen observation, professional expertise, and creativity of new media practitioners to capture and present news effectively. This comprehensive approach helps maximize emotional resonance and innovative expression in producing viral content.
During the Q&A session, Ms. Lu addressed questions on video copyright issues, monetizing video traffic, techniques for on-site reporting, and the overarching purpose of journalism. She also noted that compared to traditional media, producing TikTok news videos demands constant responsiveness, making it an exhausting yet rewarding job that requires a high level of energy and dedication—qualities she considered invaluable.
Ms. Lu’s lecture not only provided practical strategies for creating viral news videos on TikTok but also opened new horizons for utilizing new media in information dissemination. In an era of information overload, enhancing one’s content creation and distribution skills to make a mark amidst overwhelming content is crucial for future media professionals.