Predictions for journalism 2025: social media, influencers and content creators

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How are new social media platforms and networks changing the game for journalism? Serious competition is coming from people who know how to take full advantage of the likes of TikTok and Substack, and they will keep traditional media on its toes.

Ariel Zirulnick, journalism, audience and product consultant: Ignore influencers at your peril

In 2025, newsrooms will start allocating marketing dollars to influencers at meaningful levels.

It is nice to talk about partnerships, but that particular arrangement does not reflect just how much the balance of power has shifted in the influencers' favour. A couple of years ago we might have been able to establish barter arrangements, trading the legitimacy of working with a trusted news brand for free promotion of that news brand’s journalism. In fact, I did – but back in 2017.

The industry looked down on influencers for too long. We talked about experimenting with them, but we did not actually do it. While we were equivocating, influencers were eclipsing news brands’ followings and figuring out how to run businesses on the platforms. They built their own credibility – credibility that has nothing to do with our trusted news brands. 

Today influencers have what we have chased for years: large numbers of engaged followers. Do we have anything to offer that is particularly valuable for influencers? In most cases, probably not. That is why we are going to have to cough up real money if we want them to amplify our work.

Fortunately, a few newsrooms did step into the unknown. The whole field will benefit from their early collaborations as they start to share what they learned about everything from how to work with an influencers’ talent agent (yes, talent agent!) to what needs to go into a contract. I am working with the American Press Institute to distil their hard-earned advice into a tactical, practical guide on how newsrooms can work with influencers.

In 2025, newsrooms will run out of excuses for keeping influencers at arm’s length and the experimentation will begin. Their loyal readers might wring their hands and bemoan the "entertainmentisation" of news. Newsrooms have to push past that. Their impact and relevance depend on it.

• Read more: Influencers lead news debates in youth-focused social networks, leaving journalists in the shade

Jonathan Paterson, managing editor, The News Movement: Prioritise getting news to social audiences - or someone else will

Do not confuse the existential threat of news avoidance with the public’s appetite for information and content. In 2024, the number of social media users passed the 5 billion mark for the first time. That number will grow further in 2025.

The news industry is still wary of social. Take the current second pivot to video. Publishers such as The New York Times or The Economist have taken the learnings from social video consumption to deliver vertical video in on-platform experiences. However, these innovative projects are about better serving existing audiences, rather than a coherent strategy for the platforms where the new and larger audiences are. 

This leaves the social platforms to the creators. Having broken into the mainstream consciousness with the US election, (Joe Rogan vs Donald Trump; Alex Cooper vs Kamala Harris), the rise of the creators and influencers role in the news and information space will continue.  

Prepare for understandable hand-wringing about the flow of opinions and unchecked information. Social audiences are more discriminating than we think. They crave accurate information and are prepared to vote with their clicks.

X's slow decline will continue. More news brands will withdraw from the platform. Despite the threat of a ban, US TikTok users will still be using the platform by the end of 2025, but TikTok's prioritisation of entertainment and e-commerce will mean that it is Instagram and YouTube Shorts that offer the best opportunities for news content.

Monetisation remains an obstacle for news creators. However, Patreon, Nebula, (and of course Onlyfans) have shown there is a world where creators can thrive beyond the main platforms. Watch out for developments in the news space. 

The tech companies will continue to resist demands to promote authoritative news content. But creators are taking matters into their own hands. 2025 will see an attempt by creators to prove their journalism credentials. Dylan Page (the self-proclaimed number one news account on TikTok with 13.8m followers) recently advertised for a fact-checking researcher. It will not be the last. Expect to see a new generation of journalists entering the business through the fragmented world of the creator studios. Journalism training institutions and hiring managers take note. 

• Read more: Why publishers can no longer ignore social video

Erika Marzano, audience development manager, Deutsche Welle: Authenticity and relatability will redefine journalism

In 2025, journalism will continue shifting toward a more authentic and relatable approach, mirroring the creator-like style that resonates with younger audiences. Polished professionalism is giving way to unscripted, human-centred storytelling that prioritises connection over perfection.

Audiences today, especially Gen Z, are drawn to content that feels real—stories told by people, not faceless institutions. This means embracing imperfections, focusing on relatable moments, and presenting narratives with a conversational tone. Instead of broadcasting from a pedestal, journalists must meet audiences where they are: on video-first platforms, fostering engagement through shared experiences and genuine dialogue.

At Deutsche Welle, we are already embracing this shift. For example, our @dw.stories TikTok account shares personal, conversational narratives that resonate deeply, while @dw_planeta directly engages with the community by answering questions on critical topics like sustainability.

These examples highlight how behind-the-scenes glimpses, unscripted reactions, and addressing audience concerns demystify journalism, breaking down barriers and building trust in a sceptical era.

The future of journalism lies in this creator-like authenticity. By leaning into humanity and relatability, news organisations can not only inform but also inspire, forging stronger connections and ensuring their work remains impactful in an ever-changing media landscape.

• Read more: How journalists can decode 'algospeak' on social media

Daniel Ionescu, founder, Millennial Masters podcast and newsletter: If you can't beat them, join them

In 2025, the media game will look very different. Traditional newsrooms are shrinking, and more journalists are going solo on platforms like Substack, YouTube, and TikTok. Why? Because they are finding their beats do not align with the priorities of big publishers, they are tired of working within the constraints of legacy media — or they have been laid off in the latest round of cuts (expect more of those too).

This shift is not for everyone. Going independent takes more than just great writing, audio or video skills. It is for the entrepreneurial types who are ready to wear many hats: editor, marketer, promoter, and even salesperson. Building an audience and keeping them engaged requires creativity, hustle, and a willingness to adapt.

The stats back it up: nearly 40 per cent of people under 30 now get their news from influencers, whether they are journalists or not. These creators are leaning into decentralised platforms, delivering newsy content that is bold, entertaining, and tuned to the whims of algorithms (though not necessarily more balanced).

The result is a media landscape that is more engaging, but also more radical and unpredictable. For those ready to embrace the challenge, 2025 will be the year to stand out by being authentic, innovative, and endlessly adaptable. 

Decentralised news is here to stay, and it is shaping up to be one of the most disruptive forces in the media’s future. For entrepreneurial journalists, this shift offers an opportunity to connect directly with audiences, which comes with its own set of challenges and responsibilities.

• Why The Lincolnite closed down, with Daniel Ionescu

Emma Rowley, partnerships associate, UK, Substack: audiences will triumph over algorithms

In 2025, the move from social media giants to deprioritise news, politics and links to outside media will have publishers increasingly focused on how to reach their audiences via newer, more reliable routes. Publishers will turn towards those platforms, including Substack, which welcome this content, and allow them to keep control of the relationship with their audience, rather than handing it over to an unpredictable third party. Subscriptions will be used to safeguard and build direct relationships with audiences, away from unsupportive algorithms.

In tandem, publishers’ approach to subscription formats will keep moving beyond the traditional round-up of links to content hosted elsewhere, as they increasingly treat their subscription offerings as standalone publications - with fresh and tailored content encompassing video, podcast and audio programming - in their own right.

We will see more and more new media brands launch with that subscriber relationship at their heart, following the examples set by outlets ranging from Mehdi Hasan’s Zeteo to Jim Waterson’s London Centric.

• Read more: Tips and advice for growing a Substack local newsletter

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