The journalist is being replaced by the news influencer, and this could be deeply troubling for our future. How can traditional media make itself more appealing to the new adults?    

According to Golden Steps ABA, as recently as October 2024, the average attention span of a Gen Z individual is 8 seconds. This problem can have an effect on learning, education and, in this case, consuming news.    

The Rise of the News Influencer  

Gen Z, people born between 1995 and 2012, have grown up in a digital landscape saturated with information. They want to constantly be satisfied with quick content which has led them to platforms like TikTok and Instagram for news consumption. This American Teen Vogue article highlighted that Gen Z was primarily receiving news about the 2024 election via social media platforms, which was similarly happening in Europe around the same time.  

But from whom are they getting said news? This is where the news influencer comes in. An often-younger individual who, either in a video format or slideshow format, quickly and efficiently explains the topic. These are often articles taken from traditional media explained in modern, more digestible language.    

Traditional news channels have noticed these shifts, trying to adapt by posting TikTok videos and Instagram posts on their accounts, but the posts are way too formal and do not seem to gain traction. The youth gravitate more toward News Channels with young creators who talk about trendy topics. Think about Dylan’s Page, Aaron Parnas and Hasan Piker. They, in total, have about 19.2 million followers on TikTok alone.   

The Danger of Unverified News  

In Belgium and The Netherlands, news channel cestmocro is popular amongst teenagers and young adults. However, it is clear that the anonymous owner of this account has no journalistic background as seen in the clear bias in their posts and their lack of journalistic integrity. Cestmocro has been criticized by traditional Flemish networks such as VRT for encouraging hate speech, homophobic and sexist rhetoric by spreading false news and misinformation.    

But as of February 2025, the account has amassed over 1.1 million followers on Instagram, making it one of the most followed news accounts in the Dutch language. So, what can the traditional media do to prevent Gen Z from not going to these unreliable sources? Here are my suggestions. 

These news influencers, just like traditional media, know their audience well. Gen Z doesn’t like long videos? Then make it shorter. So, Gen Z doesn’t want to hear in depth about politics? Simplify it but make sure to include the broad scales.  

A New but Familiar Approach  

So, to reclaim their influence and credibility among younger audiences and keep their older audience, I believe that traditional media must adapt and embrace the changing landscape. Establish a strong presence on platforms like TikTok, Instagram, and YouTube, tailoring content to fit the formats of these channels. One such example Belgium has done is nws.nws.nws, an online news channel owned by VRT which specifically focuses on bringing news to younger people. 

Using a separate channel that gets a different audience ensures you still can bring factual, well-sourced news and educate everyone in the process. These channels can then provide a link for the longer article so the reader can choose whether or not they want to be further educated.  

Another effective strategy is to collaborate with influencers and other popular people amongst Gen Z. Partner with the digital creators to present news in an engaging manner, thus gaining a younger audience.  

To gain credibility and build trust, they should clearly label news vs. opinion pieces to avoid bias accusations and debunk fake news by providing well sourced facts.  

While Gen Z’s shortening attention span presents challenges to traditional journalism, I think it also offers opportunities for evolution. Using these strategies, traditional news can reclaim their spot as the number 1 source of news and information.  

Text: Belinda Enata

Image:@Geralt on Pixabay