Local TikTok Star Dave Jorgenson Makes Print Media Relevant Again
by Olivia McCormack and Maria Russinovich
Let’s get a few basic things out of the way: TikTok is a wildly popular social media app where short-form videos are created and posted. (It’s basically Vine 2.0). If you don’t know what Vine is, then it’s like a kinetoscope but with sound. The Washington Post is a low-key local news organization here in D.C, and it has an account on TikTok. Their account is run by one man named Dave Jorgenson, who is not just the primary content creator, but also the face of their account. Finally, The Rival American’s biggest TikTok fanatics are Head Strategist Maria Russinovich and Editor Olivia McCormack, (check out our account!) Russinovich and McCormack had the opportunity to sit down with Jorgenson to get his perspective on evolving content trends and his advice on the industry along with only slightly embarrassing themselves in the process.
The Washington Post, while rather elderly at 141 years old, was one of the first mega-publications to venture onto TikTok, an app full of the harshest critics on the internet – children and angsty teens. Despite the possibility of being bullied by children, the @washingtonpost posts daily content and subtly injects current events and news into the format of popular memes and trends on the app. (See the VSCO girl trend.)
The Washington Post and adolescence are not concepts usually placed in the same group, as previously stated, due to the terrifying nature of children and teens. But Jorgenson, who is braver than most, understood that TikTok was not being effectively utilized by news organizations, or really any organizations. Seeing the growth of TikTok, Jorgenson realized that there was a space for The Washington Post but as Jorgenson said, “filling that void is one step, and then making it good is another.”
TikTok is known for its random and often confusing trends and memes. But Jorgenson is purposeful with his seemingly “out of left field” ideas such as a post where Jorgenson dressed up in full cockroach costume. This could be seen as a random and funny video; however, it was done to bring attention to The Washington Post’s new climate change section. On the topic of his now-infamous cockroach costume, Jorgenson said “from a strategic news site perspective, those were all intentional. We’re going to use this TikTok to not only show what’s happening in the news but also new verticals [columns].”
Much like Cody Martin’s dating technique with Bailey Pickett on The Suite Life on Deck, The Washington Post is playing the “long term burn” with its viewers.
Even though The Washington Post’s videos are not diving into the intricacies of the quid-pro-quo relationship between Trump and Ukraine, the content is introducing a younger audience to an older new source. Jorgenson noted that children are, “associating Washington Post with news. Funny. But also like that funny, news TikTok. Ten years from now, maybe, they’ll come to us for actual news.” While this is much longer than Cody Martin’s 6-month plan, it’s a worthy investment nonetheless.
When Jorgenson jumped onto TikTok he did not want to be out of place on the app. TikTok “has a very clear sense of humor”, and Jorgenson respected these comedy “laws” and did his own thing within that sphere. “My approach was to just… perform TikToks. I don’t think we have to change that. I think we show who we are within that. Your fun uncle-whatever-that-is-responsible uncle.”
Even within the confines of TikTok norms, Jorgenson wants to ensure that his content is original and unique. He considers his approach, “do it but add one thing.” He doesn’t want to copy other trends and stick The Washington Post’s name on it. He adds, “I like doing other people’s memes, but I never want to copy them completely.” This practice of re-creating trends has led to collaborations with guest cameos from Former Representative Beto O’Rourke and a briefly lived feud with the Daily Show.
This would not be an adequate profile written by students at The American University without some career advice peppered in. So, to quench our thirst to learn, we asked Jorgenson what knowledge he could impart on us aspiring indebted interns. Jorgenson advises to invoke the opposite energy of Nancy Reagan’s “just say no” campaign and to say yes to any job opportunities that come one’s way. On how to stay relevant and get new experiences, Jorgenson stresses, “saying yes to job opportunities, internships, [and] unpaid internships if you can afford it… obviously it is different for everyone.”
If you would’ve asked someone five years ago what their TikTok was, they would have probably shown you their cover of the hit Ke$ha song. The work of communications is constantly changing and saying yes to new opportunities gives you the chance to keep up. Jorgenson adds, “because the landscape’s constantly changing that was my only thing: if I work hard; and when I’m at the job, say yes to every assignment.”
Jorgenson credits his work ethic and willingness to say yes to the jobs he’s held. He said, “I think that’s what happened for me. Eventually… not only [was] saying yes to opportunities but going at them with full force. Eventually, with luck, I was able to go at [jobs he really wanted].”
The abundance of content and trends on TikTok means The Washington Post and your younger siblings will never run out of ideas. On a final note, Jorgenson states, “the great thing about TikTok is that there’s so many things all the time.” What an Aquarius thing to say. Can’t even pick a trend, am I right #witchesoftiktok?
Dave Jorgenson opened the door for news organizations on an app that is host to the future consumers of the world. Through connecting with younger generations via silly short-form videos, Jorgenson is introducing viewers to not only The Washington Post but rather is introducing The Washington Post to a host of new content consumers. This opens the door for zoomers to have a knowledge of The Washington Post, but it also means that Jorgenson gets to read fun comments like “my dad reads this paper” and “I love you bearded man.”
Dave Jorgenson - the Midwestern man, the myth, the content creator - has captured the changing face of content production and established The Washington Post as part of it. Jorgenson is changing content for a new generation of consumers and pushing classic media organizations to change along with it.