Gray, a content creator, took a strategic approach by releasing his videos in installments accompanied by captivating music and cliffhangers. He also employed the effective engagement hack of asking viewers to comment if they wanted to see the next installment. However, he eventually decided to discontinue this practice as it started to feel too much like clickbait. Similar to other creators, Gray referred to his work as “reporting” and made a conscious effort to fact-check as thoroughly as possible.
Interestingly, TikTok is increasingly becoming a popular search engine and news source, particularly among young individuals. Rather than relying on platforms like Google or The New York Times, people turn to TikTok where they find informative videos, potentially including those made by Ahren Gray.
Justin Shepherd, a salesperson and content creator from Nashville, experienced significant growth in his following after shifting his content focus to include details about the Titan. Through over 20 TikTok videos and three live streams, he delved into topics such as sonar detection and the Coast Guard’s rescue efforts. Although Shepherd initially posted mainly about his family when he joined TikTok in 2020, it was his coverage of Gabby Petito’s death in 2021 that gained traction. Since then, he has continued to create videos summarizing investigations into various grisly events, as evidenced by his themed playlists on TikTok.
The coverage of the Titan sub often resembles that of true crime stories, complete with eerie piano music frequently used by creators when recounting violent homicides. It’s worth noting that Shepherd rejects the label of an “internet sleuth.” Instead, he takes a diligent approach by thoroughly researching news, verifying information against two reliable sources before sharing it with his audience. Despite the temptation to entertain outlandish theories for increased views, Shepherd focuses on delivering concise and easily understandable summaries of verified information.
To maintain credibility, Shepherd includes screenshots of articles from reputable sources like Rolling Stone, TMZ, and CNN in his Titan videos. He consciously avoids promoting unsubstantiated theories, recognizing that they may generate more views but compromise the accuracy and integrity of his reporting.
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