In the ever-evolving landscape of news consumption, few creators have captured the attention of younger audiences quite like V Spehar, the award-winning host behind “Under the Desk News.”
Sitting down with What’s Trending Founder Shira Lazar for our Creator Spotlight series, powered by PRophet, Spehar, who has over 3 million followers on TikTok, discussed how news resonates with Generation Z. Their impactful reporting has led to high-profile collaborations, including interviews with political luminaries such as Barack Obama and Kamala Harris. The conversation revealed not just the methods behind Spehar’s success, but also the challenges of monetizing news content in an age where traditional media is in flux.
From the Desk to the Screen
Spehar’s journey into the realm of social media and news reporting began during the pandemic. “The first two years of the pandemic were surreal,” Spehar noted. “The idea of a news anchor being under their desk instead of at it really resonated with the TikTok audience.” The persona of delivering news from beneath a desk started as a quirky response to a chaotic world, quickly evolving into a trusted source for current events.
The pivotal moment for “Under the Desk News” came during the January 6 Capitol riots. Spehar was on the phone coordinating efforts to feed unhoused veterans when they spotted the events unfolding. “I got under my desk and explained the 25th Amendment to Mike Pence, and that was the first Under the Desk,” Spehar recalled. This spontaneous act marked the inception of a brand that combined humor with genuine news reporting.
Balancing Content Creation and Credibility
As Spehar’s audience grew, so did their responsibilities. The interview revealed that content creation is no small feat. Spehar often pre-films videos to maintain a consistent posting schedule. “I filmed three videos last night to cover my morning and afternoon slots,” they shared. “On top of that, I’m actively working to get people registered to vote.” Spehar emphasized the importance of this mission, viewing it as both a creator and a civic duty.
Monetizing news content presents unique challenges, especially when balancing integrity with advertising. “You have to be wildly honest,” Spehar explained. “I put ‘ad’ right on the page and tell my audience when I’m promoting something. It’s all about transparency.” This approach has helped cultivate a relationship of trust with viewers, a crucial element for any journalist today.
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The Fine Line of Sponsorship
Spehar’s honesty extends to the types of sponsorships they accept. “Today’s ad was for Vote Save America, an organization I align with. They were clear that I have full editorial control,” Spehar said. “It provides value and allows me to support my audience without charging them.” This level of transparency has become essential in an era when traditional media outlets face scrutiny over sponsored content and biased reporting.
Despite the challenges, Spehar is optimistic about the future of journalism. “Trust is key,” they noted. “With creators, people trust the individual more than the network. It’s a different dynamic, and there’s less room for error.” Spehar’s commitment to presenting news free of scandal or bias has made them a brand-safe partner for sponsors looking to engage younger audiences.
The Creator Economy: Navigating Monetization
When discussing monetization models, Spehar was candid about the financial realities of being a creator. “TikTok’s creator fund isn’t enough to live on,” they remarked. “I’ve always monetized off-platform, making money from in-person speaking engagements and consulting.” This off-platform revenue model highlights a trend among successful creators who leverage their social media presence for additional income.
@underthedesknews In 2008 I voted the way my Dad did, I’m grateful for the work President Obama did to secure marriage equality and will be voting this term to protect these hard earned rights. #creatorsforgood #vote #iwillvote
Spehar discussed the concept of “good money versus bad money,” emphasizing the importance of aligning brand partnerships with personal values and audience expectations. “You have to consider how each partnership affects your overall brand. If people think I’m a sellout, they’ll tune out,” they explained.
Building a Community: The Dust Bunnies
Spehar’s community of followers, affectionately dubbed “Dust Bunnies,” plays a vital role in their content creation. “I answer to them, and that’s how we keep this going,” Spehar said. This sense of community not only fosters engagement but also provides valuable feedback and support.
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Reflecting on the evolution of their platform, Spehar remarked on the organic nature of their journey. “I didn’t care about the numbers; I just liked creating,” they shared. “When my dad made a TikTok account to be my 10,000th follower, that was when I realized this could be something bigger.”
Acknowledging the Legacy of Journalism
Spehar’s rise to prominence comes at a time when traditional journalism is grappling with significant challenges. “There’s a lot of scarcity in the journalism world right now,” they stated. “We’ve seen more jobs lost in journalism than perhaps any other time.” This reality adds complexity to the relationship between creators and traditional news outlets.
While acknowledging the contributions of legacy media, Spehar advocated for mutual respect between traditional journalists and new-age creators. “I am literally nothing without legacy media and the people on the front lines who provide original reporting,” they asserted. “We can help each other; I can amplify their stories, but it’s crucial to credit those journalists for their work.”
@underthedesknews Everyone in this space, earned their place. Even if they didnt take the same exact path. #dncchicago2024 #greenscreen
Looking Ahead: The Future of News
Spehar shared their vision for the future of news delivery. “News is shifting, especially with platforms like TikTok,” they noted. “Pew Research found that one in three people get their news from TikTok. That’s a significant shift in how information is consumed.”
Spehar expressed concern about the role of comment sections in shaping public opinion, pointing out that they can easily become echo chambers for misinformation. “Bad actors know that people get their opinions from the comments, and that worries me,” they said. “It’s essential to maintain a clear distinction between fact-based news and the noise that can cloud it.”
In a world where news consumption habits are rapidly changing, V Spehar stands out as a pioneering figure. Through “Under the Desk News,” they are not only redefining how news is presented but also engaging younger audiences in meaningful dialogue about current events. Their commitment to transparency, community, and the integrity of journalism makes them a beacon of hope in an uncertain media landscape.
Look out for their daily content @UnderTheDeskNews on Instagram and TikTok, as well as their YouTube channel, where they’ll be announcing live election coverage coming up on Election Day, November 5th.