As content creators become increasingly significant in the information ecosystem, media outlets are starting to realize the magnitude of this trend.

While traditional media formats are losing ground among those under 35, a new standard for disseminating news is emerging, characterized by personalization, speed, clarity, and narrative innovation.

The Reuters Institute report, released in late October, offers a global overview full of insights for newsrooms…

Young Audiences Favor Content Creators

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The statistics are telling: in the United States, 37% of people under 30 regularly get their news from content creators or influencers. In France, this trend is growing, although there is still a gap compared to traditional press. On social networks, those under 35 pay more attention to content creators at 48%, compared to 41% who focus on traditional media. Conversely, the older generations still prefer the latter, indicating a generational shift.

Younger audiences are not just looking for different content; they are also searching for a new way of understanding news that helps them grasp current issues more effectively. Content creators seem to meet this demand with formats designed for fragmented attention spans, strong personal engagement, and quick storytelling.

Focus on Dominant Formats…

Analysis shows that short videos have become a primary gateway to news. On TikTok, individuals like Dylan Page in the UK or Herr Anwalt in Germany prove that topics addressed in just a few seconds can attract millions of views.

With an immediate hook, fast pace, and clear conclusion, these elements are rarely found in recycled media content, which often struggles to adopt this new approach.

Long videos also remain highly effective in building sustained relationships, and commentary on current events is also seeing a dramatic rise, far outpacing the more infrequent investigative reports.

According to the Reuters Institute, this success is due to a direct tone and a clear closeness, far removed from what is often perceived as overly formal discourse.

Best Practices for Media to Adopt?

As trends shift, the report identifies five key strategies for major media outlets: personalize formats more, simplify vocabulary for short videos, tailor each production to the platform, establish regular appointments with recognizable faces, and promote experimentation.

While content creators offer “snack content” that is quick, intuitive, and personalized, traditional media can find inspiration in these methods to reconnect with audiences who no longer follow them on traditional publishing platforms…