Happy Wednesday!

Welcome to this week newsletter. Speaking of NEWSletter, let’s dive into the current consumption of news in America, why we might be seeing those changes and how news providers can switch up their content to keep people engaged when news viewership in general is also on the decline.

👀 In today’s newsletter:

• 📉 A decline in news readership

• 📨A look at a design project we did with Type Media Center

• 📚Some articles on building trust with readers and engaging audiences

Like most things, the internet has taken over as people's source of news. Social media isn’t just a place to watch cat videos or comment on someone's vacation photos anymore. Nearly half of adults get their news from these sites as well.

A recent fact sheet put out by the Pew Research Center shows how these numbers have changed over the years, specifically with what platforms people are getting their news from. X (formerly known as Twitter) and Facebook have been on a steady decline over the past few years, while Instagram, TikTok, LinkedIn, Twitch, and Nextdoor have grown in people going to them for news.

The Why

Why aren’t people watching the news as much anymore? Why is the news they do consume mostly online now?

Americans are spending more time than ever on social media. People are more interested in online content, whether that is to connect with friends or the infamous “binge-worthy” series on Netflix and other streaming platforms. Viewership of TV news is low because cable TV viewership in general is low. But what about online mainstream news?

Trust is the biggest issue right now. Mainstream news has been under attack for the past few years as being purposefully inflammatory, biased, or flat-out fake. While some or most of these claims might be baseless, it doesn’t change the effect they have. People are nervous that they aren't getting the full picture from more mainstream news sources. Combine that with the addictive scrolling TikTok or Instagram features and it’s obvious why most are switching to getting their news from their social media.

Another reason could be the quickness of it all. We are now used to being able to find out the answer to anything in literal seconds. X is known for breaking news faster than mainstream sources can. Even if people aren’t looking for a specific news story, most will see commentary on it from their favorite social media before they see it on their TV or look it up themselves.

📖 Adriana Lacy Consulting, in collaboration with Type Media Center, took on the mission to encapsulate the ethos of the ambitious Springboard Project visually. Through profound reflection on the project's essence, our designs became a testament to innovation, dynamism, and the relentless drive for change.

Cutting Through The Noise

With all that being said, how can we cut through all the other noise on social media to reach our viewers? Here are a few strategies you can implement to get more eyes on your news:

Short and Sweet

When you post a link to your research or news on social media, think of it as an ad for your story. Simply giving an excerpt from your article isn’t enough. You need to grab the reader's attention with either a fun fact or a wild fact that makes people want to learn more. Take advantage of Instagram and TikTok’s video features with engaging short videos or infographics that highlight the main point of your article.

Check Your Demographics

Who uses social media platforms vary wildly. The biggest definer is age. Race, gender, income, education, and even political leaning play a role in what platform a person is more likely to use. Think about your target demographic and check out this article to see where you should be promoting your stories more.

The Rise of Independent Journalism

Remember what we said about that trust thing? Online news consumers just don’t have the faith in mainstream news that they used to. This gives more of an opportunity for independent news sources. However, being an independent news source can be expensive and means you have to ask your readers for support in the form of paying to unlock content. This is a fine practice and viewers are willing to pay! Our one tip is to keep the really important stories free to establish trust first.

Engage With Your Viewers

Yes, in order to get the engagement you want you need to provide some in return. Ask your viewers their opinions and respond back. Building a community will also grow that trust and make people not only go to social media for their news but also follow you specifically.

Keep your news accurate, engaging, and interactive and you will surely rise above the rest. thank you for tuning in, and see you this Friday for our weekly round-up!

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Article Roundup

📲 Keep up with Adriana Lacy Consulting on LinkedIn, Instagram, Threads, X and Facebook. Send comments and suggestions to [email protected].

💭 At Adriana Lacy Consulting, we are passionate about helping our clients reach new heights with their digital presence & grow their businesses through the power of engaging content. Learn more about us.