News is Dead. Long Live the Feed.
Traditional news has been on death’s door for close to twenty years – it was already on life support when I entered the job market with a stenograph notebook and a desire to tell the untold stories, working as a cub reporter. But this rapid shift from relying on vetted sources and trained reporters to the fragmented, lawless world of social media as the primary source of news means digital strategists need to implement new strategies to ensure our brands and causes can still reach people where they are – with the news they need.
A new report published this month by the Oxford’s Reuters Institute for the Study of Journalism shows that for the first time ever, social media is now the most used source of news for Americans. This shift has been building for years, but the takeaway is clear: brands and causes must evolve or risk irrelevance. Here are three strategies to future-proof your digital engagement to stay relevant in the shifting news ecosystem:
Treat creators and influencers like the press.
It’s time to expand your earned media strategy. Maintaining a press list of reporters pulled from Meltwater isn’t enough. As newsrooms shrink and editors have fewer staff to assign stories, the gatekeepers of influence are shifting.
To reach modern audiences, your pitch list must include creators and influencers, especially those who aggregate or comment on breaking or industry news. This isn’t about paid placements following a scripted creative brief. Instead, think of creators as media outlets: send them press releases, media advisories, and even exclusives. Authenticity matters more than ever, and having your brand or cause featured organically because a creator truly values it, can be just as impactful, if not more, than a hit in traditional media.
Considerations: Just as PR professionals can’t guarantee favorable coverage from reporters, the same applies to creators. But, if your list is well-curated, the rewards will outweigh the risks.
Don’t forget indie media.
Indie outlets and creators on platforms like Substack have built devoted followings, and they are often more trusted than legacy news. Yes, you may need to niche down your pitch, but the right coverage in a well-loved newsletter or YouTube channel could cut through the noisy media environment in ways mainstream media can’t.
Audio + Video = Masterpiece
While Americans are turning to social media platforms for news, those platforms are also evolving. During Cannes Lions, TikTok execs shared that they’re seriously exploring a pivot to television screens, following YouTube’s model. They noted that most users search for something within 30 seconds of opening the app.
This signals a new kind of “broadcast” behavior, where you don’t wait for the six o’clock news to learn how the Atlanta Dream is fairing or what Mayor Dickens plans to do about infrastructure. Instead, you open TikTok, Instagram, Thread or X to get news you care about instantly.
To stay visible in this format, brands should prioritize placements that include a strong video element. If you’re pursuing a podcast strategy for your executive thought leaders, prioritize shows that publish in both audio and video formats. Reach will depend on your ability to show up across formats.
Social media isn’t just a distribution tool – it’s the new front page. For brands and causes looking to stay relevant, now is the time to redefine earned media, build ongoing creator relationships, and reimagine storytelling for the screen. The media landscape has shifted, and those who pivot will still be heard.