Creator Spotlight on V Spehar (UnderTheDeskNews)
How V Spehar and ‘Under the Desk News’ Became TikTok’s Most Trusted Gen Z News Source
“You have to be wildly honest…It’s all about transparency.”
Sitting down with What’s Trending Founder Shira Lazar for our Creator Spotlight series, powered by PRophet, V Spehar, award-winning host of the popular TikTok news show “Under the Desk News,” has become a standout figure in news for younger audiences. With over 3 million followers, they’ve interviewed major figures like Barack Obama and Kamala Harris. In a chat with Shira Lazar for the PRophet powered Creator Spotlight series, Spehar discussed their journey and how they’ve successfully captured the attention of Gen Z.
Spehar’s career started during the pandemic with a unique format: delivering news from under a desk. “The idea of a news anchor being under their desk instead of at it really resonated with the TikTok audience,” they said. This approach hit a turning point during the January 6 Capitol riots when Spehar gave a breakdown of the 25th Amendment from under the desk, launching the brand’s signature of mixing humor with genuine news reporting.
As their platform grew, Spehar had to manage the challenge of balancing content creation with news integrity. “I filmed three videos last night to cover my morning and afternoon slots,” they said, while also emphasizing their work to encourage voter registration. On the tricky subject of monetizing news, Spehar stressed transparency, saying, “I put ‘ad’ right on the page and tell my audience when I’m promoting something.”
When it comes to sponsorships, Spehar is careful, only partnering with brands that align with their values, like Vote Save America. This approach has helped them maintain trust with their audience. “Trust is key,” they said, explaining that audiences trust individual creators more than networks. They are also mindful about the brands they work with, knowing that poor choices can damage their credibility. On the financial side, Spehar noted that TikTok’s creator fund doesn’t pay enough, so they rely on off-platform income through speaking engagements and consulting.
Spehar’s followers, lovingly called “Dust Bunnies,” are an important part of their success. “I answer to them, and that’s how we keep this going,” they said. Reflecting on their journey, Spehar shared, “When my dad made a TikTok account to be my 10,000th follower, I realized this could be something bigger.”
Looking ahead, Spehar sees news consumption shifting, with platforms like TikTok playing a larger role. “One in three people get their news from TikTok,” they noted, expressing concern about the role of comment sections in spreading misinformation. Despite the challenges, Spehar is optimistic about the future of journalism, emphasizing transparency and community as essential to maintaining trust with audiences.
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.
“Bad actors know that people get their opinions from the comments, and that worries me… It’s essential to maintain a clear distinction between fact-based news and the noise that can cloud it.”
Creator Spotlight is powered by What’s Trending and Prophet
The ‘Creator Spotlight’ series goes behind-the-scenes with the brightest creators and digital visionaries, uncovering their unique creative processes, challenges, and the “why” behind what resonates with their millions of followers. The series examines key topics for marketers such as strategies for driving authentic audience engagement, balancing creativity with business goals, amplifying brand storytelling through partnerships, and predictions on the future creator landscape.
