From TikTok Creator to News Innovator

The path to becoming a media consultant is rarely straightforward. But for Pierre Caulliez, the journey began remarkably early. At just 13 years old, he was already building an online presence with cooking and baking videos on Facebook and YouTube, amassing over 120,000 followers. This early experience provided a crucial foundation in content creation, community building, and understanding audience engagement.

“That was my first real experience, and it really gave me a path into the content creator space,” Caulliez recalls. “I learned how to create attractive content and how to engage people on social media in the most effective formats.”

<h2>The Pandemic's Wake-Up Call: A Generational Disconnect</h2>
<p>Caulliez’s focus shifted to news during the COVID-19 pandemic. Observing a stark disconnect between the urgency of global events and the apathy of his peers, he recognized a critical need to bridge the generational gap in news consumption.</p>
<p>“I was reading about COVID around the world, and my friends simply weren’t engaged. They weren’t caring about something that was profoundly impacting their lives,” he explains. “I felt compelled to do something about it.”</p>

<h2>ForTeeNews: Reaching Teens Where They Are</h2>
<p>In March 2020, Caulliez launched <em>ForTeeNews</em> on Instagram and TikTok, a platform designed to deliver daily news updates specifically tailored for teenagers. The initiative extended beyond content creation, actively seeking contributions from students worldwide.</p>
<p>“We approached schools globally, encouraging students to share their perspectives,” Caulliez says. “This not only broadened our reach but also boosted digital media literacy, with teachers even incorporating the channel into their English classes.”</p>
<div style="background-color:#fffbe6; border-left:5px solid #ffc107; padding:15px; margin:20px 0;"><strong>Pro Tip:</strong> Engaging younger audiences requires meeting them on their preferred platforms. TikTok and Instagram are essential channels for reaching Gen Z, but content must be concise, visually appealing, and relevant to their interests.</div>
<p>The experience provided invaluable insights into the challenges of launching and sustaining a news startup, operating with limited resources and a small team while serving an international audience.</p>
<img src="https://cdn.wan-ifra.org/wp-content/uploads/2025/11/04102749/Pierre-Caulliez-storyboard-4-300x169.jpg" alt="Pierre Caulliez" width="500" height="281">

<h2>From Accelerator to Consultancy: The Birth of Yoof</h2>
<p><em>ForTeeNews</em>’s success led to its selection for a six-month news media accelerator program run by <a href="https://nma.vc/">NMA</a>. This experience proved pivotal, not only refining the platform but also introducing Caulliez to established news organizations.</p>
<p>“The accelerator allowed us to test various approaches for <em>ForTeeNews</em>,” he says. “More importantly, it connected me with traditional news outlets, which ultimately led to the creation of Yoof.”</p>
<p>Yoof, a Gen Z media, culture, and communication strategy studio, now works with a diverse range of clients – from established media brands to independent publishers in France and Germany – helping them understand and connect with younger demographics.  Caulliez believes deeply in the importance of a well-informed citizenry.</p>
<p>“I’m a true believer that news is vital for democracy, for understanding the world, and for becoming informed citizens. But I’m concerned. When I look around at my peers, I see a disinterest in news that’s frankly alarming.”</p>

<h2>The Future of News: Collaboration and Agility</h2>
<p>Caulliez advocates for a fundamental shift in how news organizations approach Gen Z.  He argues that it’s not enough to simply *attract* young audiences; news outlets must *evolve* with them, meeting them where they are and delivering information in formats they find engaging.</p>
<p>“News outlets need to make a concerted effort to make news relevant to Gen Z. It’s not about young people coming to the news; it’s about the news going to young people,” he emphasizes.</p>
<p>This evolution, he explains, requires two key elements: a deeper understanding of user preferences and a greater degree of agility.  “Editors should actively involve young people in the editorial process, seeking their input on what they read, what they care about, and what resonates with them.”</p>
<p>He also stresses the importance of embracing content creators. “I’ve been advocating for bringing creators to the table, listening to their insights, and collaborating with them. These independent creators are doing incredible work, but often lack the resources of traditional outlets.”</p>
<p>Caulliez, a global citizen who has lived across six countries and visited 41, brings a unique perspective to this challenge. As his <a href="https://www.linkedin.com/in/pierrecaulliez/">LinkedIn profile</a> notes, he’s always been fascinated by how people connect with culture – what they notice, what they trust, and how it shapes their worldview.</p>
<p>Currently, Caulliez is leading workshops at the <a href="https://wan-ifra.org/events/asian-media-leaders-summit-2025/">Asian Media Leaders Summit</a> in Singapore, focusing on the News Creator Exchange (NCX), a core component of WAN-IFRA’s <a href="https://wan-ifra.org/2025/11/wan-ifra-unveils-initiative-to-help-journalists-and-creators-reach-new-audiences/">Future Audiences Initiative</a>.</p>
<div id="attachment_105266" style="width: 460px" class="wp-caption aligncenter"><img aria-describedby="caption-attachment-105266" class="wp-image-105266" src="https://cdn.wan-ifra.org/wp-content/uploads/2025/11/04102553/7-300x169.jpg" alt="" width="450" height="253" /><p id="caption-attachment-105266" class="wp-caption-text"><em>NCX launched at our Asian Media Leaders Summit, and held its first workshop yesterday.</em></p></div>
<p>“Collaborations between newsrooms and creators have often been transactional. NCX aims to move beyond that,” Caulliez explains. “The most meaningful collaborations are built on mutual respect and a shared desire to create something innovative.”</p>
<p>He believes this peer learning is essential, fostering mutual understanding and exchange.</p>
<p>What role do you think social media platforms should play in promoting reliable news sources? And how can news organizations better leverage the creativity of independent content creators?</p>

Frequently Asked Questions About Reaching Gen Z