The way people consume news has changed dramatically. Social media, podcasts and personalized newsletters have overtaken traditional outlets, creating an unpredictable and fragmented media landscape. Information now spreads faster than ever, and with that speed comes new risks from echo chambers that rapidly spread misinformation.
But these changes also create opportunities for our clients. The Reis Group works with organizations and individuals navigating this difficult environment to help them stay on top of emerging trends and adapt to new platforms to effectively engage with diverse audiences.
Social Media: Segmented and Influential
Social media has a powerful symbiotic relationship with mainstream media, often drawing information from traditional media outlets and then creating referral traffic back to those outlets. More and more, however, the end users only get information from social networks.
Social media is a dominant force in shaping the media environment, with more than half of Americans reporting that they sometimes get their news from social media. This influence is even more pronounced among younger audiences — 37% of Americans under 30 report getting their news from specific “news influencers” on social media. And a remarkable 77% of these influencers have no affiliation with a news organization or training as journalists.
While social media makes it easier for everyone to receive real-time updates on pressing matters, these platforms splinter audiences using algorithms to silo them and even push them towards a point of view based on preferences and values. This means that many groups get different versions of the news instead of an objective perspective. With the vast majority of news influencers lacking formal journalism experience, misinformation can spread unchecked, further amplifying bias.
A striking example driving this segmentation is on X, formerly known as Twitter. Since Elon Musk’s acquisition in 2022, the platform has shifted increasingly to the right. According to NBC News, the shift is due to several factors, including layoffs of content moderation staff, the reinstatement of accounts previously banned for promoting extremist views, and the updated AI-powered trending section that promoted misinformation during the 2024 election. As a result, many left-leaning users, politicians and journalists moved to BlueSky.
This means that organizations and individuals using X to promote their work may need to explore Bluesky, or the next X alternative that rises in influence, to ensure they reach their entire target audience, not just one narrow segment.
But X is not the only platform leading to audience fragmentation. Algorithms on all social media platforms contribute. The algorithms serve up content to users based on content and sources they already follow. This can lead to users only seeing content that aligns with their beliefs, making them feel like there is no other perspective and “everyone” agrees with them. This is only amplified by the fact that posts on Instagram and TikTok cannot contain links, meaning that information presented as fact is often not expected to be backed up by a source.
Algorithms make it easier for users to discover new profiles that align with their views. Therefore, as a leader in your field, you must take an active role in strengthening your personal and brand presence. Now more than ever, it is essential to create reliable and engaging content that is targeted for your intended audience and optimized for each platform.
Podcasts: A Growing News Medium
Podcasts listenership has surged over the past decade, with 47% of U.S. adults reporting they listened to a podcast in the past month, nearly three times the share from just ten years ago.
Podcasts often serve as a news gateway for discussing current events, with many programs having connections to traditional news outlets. More than a third of U.S. adults under 50 sometimes use podcasts as a source of news.
During the 2024 presidential election, podcasts took the front seat. Among the long list, “Call Her Daddy” and “All the Smoke” hosted Vice President Kamala Harris, and “Flagrant” and “This Past Weekend” hosted President Donald Trump. Each podcast gave the candidates a platform to reach a wider audience and form connections with them on a more personal level than a debate stage.
Podcasts offer great opportunities for leaders in any industry to raise awareness of their work and enhance their reputation. Podcasts cover almost every niche, from health and politics to pop culture and true crime. Like social media, podcasts can contribute to the echo chamber, reinforcing silos of beliefs, so it is important to appear on varying types of podcasts to maximize your reach.
When we prepare clients for podcast appearances, the process is similar to interview preparation for traditional media. The key difference is that podcasts are often more conversational and long-form. However, the goal is the same: connect with the audience and communicate your message effectively.
The Surge of Personalized Newsletters
Instead of opening their front door in the morning and picking up their copy of The New York Times, The Washington Post, or their local newspaper, readers are increasingly consuming news through newsletters as traditional media outlets turn to readers’ inboxes to grow their audience and increase engagement. While traditional news outlets are increasingly using newsletters to engage audiences with specific interests, platforms like Substack, Ghost, Patreon and Medium offer freelance reporters, writers, and influencers a direct way to connect with niche audiences and monetize their own work.
These platforms amplify the voices of freelance journalists and individuals who would otherwise have limited reach. For industry leaders, newsletters provide new opportunities to expand their reach beyond the top-tier outlets. Gone are the days when a few major outlets were the only answer. Niche newsletters from independent journalists with a dedicated following can also put your story in front of exactly who you aim to reach. It may just take a few smaller placements to be able to reach every segment of your audience.
While newsletters offer more opportunities to increase your visibility, it is crucial to remember that many freelance newsletters are not held to the same editing and fact-checking standards as traditional media outlets. In these situations, TRG often communicates with the writer before, during and after the newsletter is published to help avoid errors and misunderstandings.
The Staying Power of Mainstream Media
Mainstream media outlets remain a primary source of investigative reporting and breaking news, with their coverage often serving as a foundation for discussions on social media and podcasts. But traditional media is not going away. Legacy media is simply no longer the only way that Americans get their information, so it cannot be the only way that our clients reach their audiences, either.
At TRG, we position our clients as thought leaders and industry experts in their field across all media – earned media, social media, podcasts and newsletters – because they are the media of today, and the future.
