Brands turn niche news creators into a new earned media engine
Brands are shifting earned media budgets toward news-adjacent creators and social media personalities as audiences increasingly consume news through these channels rather than traditional publications.
Audiences will increasingly direct news coverage - for better and for worse
News consumption is fragmented into niche social-media channels where creators directly engage audiences, producing demand-driven coverage that shapes content, funding, and accountability.
Opinion: The way Gen Z consumes news has changed. Journalism needs to change with it
Traditional news struggles to engage younger audiences who prefer quick social media formats, reducing newspaper readership and limiting effective information dissemination.
New Report Finds Facebook and TikTok are Key News Sources
Many U.S. adults rely on social media—especially Facebook and YouTube, with rising TikTok and Instagram—for news, raising significant misinformation and AI-generated content concerns.
Who is Aaron Parnas? He's the guy breaking news to Gen Z
Parnas is among the prominent figures on TikTok for political news, gaining millions of followers and connecting with younger audiences who trust social media for information.