In 2025, let's imagine a new kind of journalism in newsrooms across the country: a content creator.
Imagine a modern newscaster who has perfected the skill of connecting with audiences online. They are not only a distributor of news, but also a bridge between the newsroom and the public. They use charisma, journalistic chops, and digital fluency to break down complex topics in ways that are understandable and relevant to broad social media audiences. They build a loyal following. Maybe that TikTok video or X post featuring news you're interested in reaches the exact communities it's supposed to serve.
For years, research has shown that news consumers are becoming increasingly interested in getting news from social networks rather than traditional ways. And on video-based platforms like Instagram, TikTok and YouTube, audiences are paying attention to everyday people and influencers more than trained journalists. Most of these news influencers are not affiliated with or trained by a news organization. And a recent UNESCO study showed that most influencers fail to verify the information they are sharing with their audience.
What a great opportunity for journalists. While many news organizations use the same old social playbook and struggle to drive traffic, creatives thrive, breaking through the noise, building a loyal audience and driving engagement.
In 2025, it is hoped that newsrooms will prioritize social networks as a core component of how news is shared, consumed and understood, and invest in content creators.
This person can easily become as synonymous with a news brand as an announcer on a television station. With that should come a competitive contract, the people who are the face of a news organization deserve pay and benefits commensurate with the level of responsibility.
Ask someone in your life under 40 where they get their news. Chances are they'll mention a podcaster or YouTuber who isn't a newsroom reporter. Now imagine that that influencer is already in your "newsroom" a trained, charismatic journalist who has created an engaged following on social networks.
