Creators shaping the future of journalism.

In a recent report from the Reuters institute, it's revealed that the younger generation's news consumption habits are undergoing a transformation. The pull of traditional media platforms is decreasing as a new trend takes centre stage; getting news updates from creators on TikTok.

TikTok has emerged as the fastest-growing platform for news consumption among 18 to 24-year-olds. A staggering 20% of this demographic now turns to the app for their daily dose of news. This shift raises intriguing questions about the future of news delivery and the role of traditional journalism in this rapidly changing landscape.

"Creators are just as much the media as the media," declares social media reporter Taylor Lorenz in a recent interview. This sentiment underscores the shift taking place in the media landscape. The likes of the New York Times are now being juxtaposed with the creator-driven ecosystem, signaling a new era where authenticity and relatability take precedence.

As mentioned above, authenticity is the name of the game, and creators are mastering it. Their unique ability to forge personal connections with audiences has positioned them as formidable players in news dissemination. Take Dylan Page for example. He has built an audience of over 9 million people by delivering current affairs content from the UK and he has even clashed with ITV news anchors in a recent interview where he was of the opinion that they spun his story and created a negative representation of what he does. Read more about that here.

It’s clear that while traditional journalists continue to uphold the pillars of accuracy and depth, the dynamic world of creators offers an alternative avenue that's capturing a lot of attention. In my opinion, finding a path to successfully fact-check social content might be the answer to accelerate this trend even further and while it is being tested on Elon Musk’s app, X, it is a long way off being an effective solution.

To conclude and on a lighter note, I personally think the below IG Reel illustrates what is happening in the media right now. Meet Ozzy man reviews and a confused Australian journalist.

In other creator news….

The Sidemen Empire
Dive into an exclusive interview as Colin and Samir sit down with the manager behind the Sidemen phenomenon. Explore the rise of their empire and the secrets to their digital success.

Nelk Boys' New Venture
Meet Jesse, an ex member of the Nelk Boy’s who has launched a brand-new creative label called Sunday. Uncover the motivations behind this exciting endeavour and its potential impact on the online content landscape.

YouTube's Latest Feature
In a game-changing announcement, YouTube introduces clickable video links for Shorts. This innovation allows creators to seamlessly link specific long-form videos or other Shorts, opening up new possibilities for engaging content experiences. Learn more about this feature here.

If you’ve got this far, thanks for your time :)

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Have a brilliant day, Conor!