What can journalism learn from this?

(CLO) Does the rise of influencers or KOLs on social media mark the end of traditional journalism or an opportunity for journalism to innovate?

Although TikTok's future in the United States is under threat, the increasing reliance of users on social media platforms for news updates has become a clear trend. According to a Pew Research Center study, one in five Americans regularly turns to social media influencers for news.

This reflects a significant shift in the public's approach to information, from reading traditional news to consuming video and audio content on social media platforms. However, this does not mean that traditional journalism will collapse.

Journalists should combine the successful strategies of social media influencers with professional journalistic skills to attract a wider audience. (Photo: ITN)

In fact, quite the opposite. It creates opportunities for journalists and media organizations to adapt and thrive in the new media environment. In other words, they can win back audiences or at least share them.

Pew defines news influencers as “individuals who regularly post about current events and civic issues on social media. News influencers may be journalists or former affiliated news organizations or independent content creators, but they must be people, not organizations.”

A Pew study shows that two-thirds of Americans believe influencers have helped them better understand current issues. These influencers have succeeded in connecting with their audiences by sharing information in a simple, understandable, and trustworthy way. This has helped them attract more attention and engagement. This ability to create connection and share information in a close, authentic manner is something that traditional media is trying to learn.

Social media influencers often rely on articles and research by journalists to create content for their audience. In other words, they are like storytellers based on information verified by the press. Without sources from journalists, influencers would have little to share. This shows that the role of traditional journalism remains extremely important in providing accurate and reliable information.

Therefore, journalists don't just stop at writing articles for news sites. They can leverage various platforms to spread their stories to a wider audience. For example, after an article is published, journalists can participate in podcasts, answer questions on Reddit, or even create short videos on TikTok. This helps the story reach more people and generate lively discussions.

Furthermore, when journalists share more details about their work process, such as how they gather information and who they interview, they build greater trust with readers. Revealing behind-the-scenes information not only helps readers better understand the story but also demonstrates the professionalism and dedication of the journalist. In an era where fake news is rampant, this transparency is essential for journalists to maintain their credibility.

The rise of influencers in the news industry is not a cause for fear for journalism, but rather a call to action. By upholding core values ​​and constantly innovating, journalism can demonstrate its value and continue to maintain its position as the most trusted source of information.

Hoang Anh (according to Pew, Poynter)

Source: https://www.congluan.vn/2-3-nguoi-my-tin-vao-nguoi-co-anh-huong-bao-chi-can-hoc-hoi-gi-post330061.html