Changing News Consumption

Changing News Consumption. Younger generations are shifting toward social media for news consumption. It’s becoming, and will continue to be, more of a serendipitous discovery based on personal interests rather than the more traditional presentation of the news agenda. News discovery is becoming more personal and snackable, with consumers curating their own news. Brands can leverage this trend by piggybacking on social media news content to reach new audiences and potentially drive e-commerce.

News consumption is changing rapidly, with younger generations shifting toward social media as their primary source of news. This change is attributed to the emergence of platforms such as Instagram and TikTok, with social natives (18-24-year-olds) consuming news differently from older generations. News discovery is becoming more serendipitous, based on personal interests and snackable content, with consumers curating their own news.

Brands can leverage this trend by piggybacking on social media news content to reach new audiences and potentially drive e-commerce. Co-branded content with trusted news providers can also create opportunities for brand discovery and consideration. Key themes that resonate with younger audiences include science and technology, entertainment and celebrity news, culture, and lifestyle news.

To stand out on social media, brands should consider interactive co-branded content with creators that younger audiences respect. Different types of news formats such as video, audio, and text in both long and short forms can also play a role in brand content creation. Ultimately, brands should aim to be present at the destination for news consumption and leverage the growth opportunities in social media and emerging platforms.

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Changing News Consumption

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