"In 2024 the Houston Chronicle noticed a spike in traffic to some of their food content. It wasn't from Shawn, it was from another creator, but it got them thinking: What if we partnered with some sort of creators, and really thought about how we might collaborate and do something differently here?"
"So you see on the screen, this is Shawn, Shawn the Food Sheep. In 2020, he started these accounts while working on his master's degree with a goal of posting every single day, at least once a day for a year. Today, he has 258,000 followers on TikTok, 239,000 on Instagram, and 40,000 on YouTube."
The Houston Chronicle developed a strategic partnership with Shawn Singh, known as Shawn the Food Sheep, a creator with significant social media followings across TikTok, Instagram, and YouTube. The partnership emerged after the Chronicle observed increased traffic to food content from other creators, prompting them to explore collaborations with local influencers. The American Press Institute supported this initiative through funding and a program encouraging newsrooms to work with local creators. This collaboration represents a shift in how traditional news organizations approach content creation and audience engagement by working directly with established social media personalities to produce content that resonates with younger, digitally-native audiences.
#creator-partnerships #local-journalism #social-media-strategy #content-collaboration #digital-innovation
Read at Nieman Lab
Unable to calculate read time
Collection
[
|
...
]