"It's an efficient way to get information, and it lives in a space that combines many information sources. Social feeds are places where audiences can get updates about the many facets of their life - community events, road closures, upcoming local issues, updates from friends and family, advice for working more efficiently - in one place, making it especially ripe to soak in new information."
"Mainstream media leaders are no longer ignoring the role accuracy-focused creators play in the information economy. There are abundant conversations happening around how news organizations can get into this space, and now is the time for this experiment. The question ahead is two-fold: Will publishers embrace working with creators, and what will that collaboration look like? There are elements of newsroom-creator partnerships that give both sides pause."
A fifth of U.S. adults now regularly get news on TikTok, rising to 43% among adults under 30. Much of that news is shared by creators without journalism backgrounds, often called news creators, information stewards, or trusted community messengers. These creators cover local issues, national politics, sports, food, parenting, and health, and audiences trust them to provide accurate, relatable information. Short videos and posts often pack essential details for decision-making, while social feeds consolidate many life updates in one place. Mainstream media are exploring partnerships with accuracy-focused creators, but creators worry about being used only as distribution channels without community support. Whether publishers embrace such collaborations and how they are structured will shape the information ecosystem.
Read at Nieman Lab
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