Barring a last-second miracle, TikTok is set to be banned this weekend. And, in my opinion, news/talk radio should lead the charge to reverse that decision.
News/talk radio has a long history of advocacy, including political advocacy. One of the best non-candidate examples of that is the early 2000s campaign launched by SuperTalk 99.7 WTN host Phil Valentine to stop a plan by the state of Tennessee to implement a state income tax.
Now, while I wouldn’t want a similar situation — residents famously defaced the state capital building — to unfold with the TikTok ban. Still, the ultimate outcome of reversing its demise would be a welcomed one for me.
I’ve grown to love TikTok. Not because I’m some sort of Chinese Communist Party spy hellbent on the downfall of America. But because the algorithm shows you what you like, not what you don’t. I’ve learned countless new recipes, been exposed to podcasts that I never would have seen without the app, and have found comfort in watching things I like be put right in front of my thumbs with the utmost ease.
Are there downsides to the app? Certainly. My attention span is significantly shorter than it once was. And it wasn’t long to begin with. I now find myself dumping out of uninteresting content much quicker than I did before I was addicted to a short-form video app. But, overall, the positives far outweigh the negatives in my book.
For Radio Executives
Companies are always looking for the “13th month” or for extra non-traditional revenue sources. Digital video is a great avenue for that. YouTube and TikTok CPM’s are actually pretty good, and if you can capture your content in an effective way for a TikTok audience, which you’ve prioritized, built, and grown, the money is going to be pretty good.
How many times have you ever heard someone say “No, we don’t need another revenue source”? Never? Exactly. Take every opportunity you can to turn content into cash. TikTok is a tool.
For Program Directors
Several podcasts — from Theo Von to The Basement Yard to The Broski Report to Bad Friends — have seen their profiles grown almost exclusively from clips on TikTok. New Heights with Jason and Travis Kelce is now one of the largest podcasts on the planet. Why? Well, one, because Travis Kelce dates Taylor Swift. But two, because they’ve used TikTok to hook people.
What better way to bring younger members of the demo to your station, shows, and brand than by being on an app they use daily. Especially in diary markets where brand recall is insanely important, the days of simply relying on saying the station name on the air a bunch are over. You have to be where the audience is. And a larger chunk of your audience than you might expect — both current and future — are on the app.
Plus, it’s a good proving ground for perspective talents. Digital video isn’t going away anytime soon, whether TikTok is banned or not. There will still be YouTube Shorts and Instagram Reels to contend with.
But having up-and-coming talents begin to hone their craft in short-form video clips allows a low-pressure chance to learn, grow, and discover who they are as a host. It generates social content, which generates revenue, builds your audience, and allows you to scout the future of your brand. It’s a rare triple win.
For News/Talk Radio Hosts
If you ask politically minded college students who are some of the most relevant people in the space, do you know who they will likely tell you? Charlie Kirk. Why? Because he committed to reaching young voters and those interested in politics with his campus tours and his use of TikTok.
I’ve said before and I’ll say it again: If you don’t exist on YouTube, you don’t exist to people 35 and younger. And if you don’t exist on TikTok, you don’t exist to people 25 and younger.
There are fewer relevant platforms in 2025 than TikTok. If news/talk radio hosts want to remain relevant — and who doesn’t? — you need to be on the app. Sure, you might be able to continue to ride your current audience for another decade or so, but if you are a host like Charlie Kirk, or on the local level, and you’re younger than roughly 50, you need to start thinking about how you’re going to incorporate today’s 35-year-old to still be a consumer of your content when they’re a 50-year-old.
Simply trusting AM/FM radio isn’t going to get it done. TikTok can be a big driver for that. Charlie Kirk’s relevance today is partially built on the app. It is something worth emulating whether it be on the local or national level.
For Producers
Producers are always scouring the internet for content. TikTok is such a fantastic avenue for it. Especially once you get your algorithm trained to feed you things you can use in a news/talk environment. Everyone has an opinion on everything today. But the advantage of TikTok is it isn’t a Facebook comment or post published to X that needs to be read by your host. There’s audio of someone’s opinion on any given topic available at your fingertips that you can turn into clips for your show.
It can serve as a great jumping-off point for a segment or to get the reaction of your host. It couldn’t be easier.
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To be frank, I’ve always hated the “slippery slope” metaphor because it begs the question “Where does it end?” The answer is always “somewhere.”
But I truly believe banning an app like TikTok is a slippery slope. For a medium that has hung its hat on championing free speech, the idea that a platform could be banned because of who it is owned by — and I realize its ownership isn’t a feature, but the point remains — should be concerning for those who continually talk about their want of limited government and free speech. Countries that are committed to free speech don’t ban apps.
Ultimately, TikTok is a content creation tool. As content creators, we should be at the forefront of opening up new avenues for our consumption.
Also, I’ve always believed in the idea of going where the party is, rather than trying to create your own party. And right now, the party is on TikTok. But the party is about to be busted up if you don’t do something about it.
So, party on. We, collectively, have a strong enough voice to influence those who have the power to change the decision. Use it.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
Garrett Searight is Barrett Media’s News Editor, which includes writing bi-weekly industry features and a weekly column. He has previously served as Program Director and Afternoon Co-Host on 93.1 The Fan in Lima, OH, and is the radio play-by-play voice of Northern Michigan University hockey. Reach out to him at Garrett@BarrettMedia.com.
