Adapting Journalism for the Ever-Evolving Social Media Landscape: Embracing Threads and Beyond

Social media platforms have become the new battleground for journalism. News stories are shared, discussed, and picked apart by consumers on a daily basis. The challenges and opportunities for journalists are expanding at an unprecedented pace and new social media outlets, like the Meta-owned Threads, are cropping up more frequently. As the contours of the media landscape shift, it's imperative for journalists to harness the power of these platforms to effectively reach and engage audiences. However, this is way less simple than it sounds.

The rise of social media as a primary news source underscores the importance of strategic packaging for journalists. No longer is it enough to deliver a compelling news piece; journalists must now consider the medium through which it will be consumed. Social media platforms offer a unique opportunity to connect with larger audiences, but the key is to tailor content to each platform's nuances.

The recent upheaval of Twitter, now known as “X” thanks to Elon Musk, exemplifies the ever-changing nature of social media. Meta's Threads, which integrates with Instagram, arose as an alternative to the deteriorating environment on Twitter (Musk’s penchant for disinformation has largely displaced journalists). Threads' rapid adoption—30 million downloads in 16 hours—highlights the platform's potential.

The question arises: should journalists embrace Threads after Twitter was so easily taken and felled? While the platform's long-term position in the media ecosystem remains uncertain, early adopters have a unique advantage. 

“You might as well give a little bit of effort into it. From there, it really is just like being able to experiment with wanting to get in touch with working on the platform, [and understand] what Meta is providing on Threads,” said Mark Kim, senior social engagement manager at The Athletic. “Being able to kind of figure out what that audience looks like and how they respond to certain things and how other creators on the platform are already attacking it [is important.]”

The ever-changing nature of social media, coupled with the diversity of platforms, necessitates adaptation. Content that thrives on Facebook, X, or Threads may not resonate on TikTok or Instagram, and vice versa. To thrive, journalists must adopt a fluid approach, recalibrating their brand identity to harmonize with the unique characteristics of each platform.

Gleaning insights from "native creators" offers a valuable strategy. These individuals provide a blueprint for successful content creation by tapping into the authentic, raw nature of platform-specific content—and journalists can totally steal what works for these creators and incorporate that into their own work. 

“There's a way to do both of being able to enjoy yourself and [leaning] into the silliness of TikTok, but at the same time, still be able to deliver your content in a way that feels authentic to where you’re posting it from, whether it is from your own personal account… or if you're doing it for a company.” said Kim.

Currently, digital platforms reign supreme. Journalists must evolve or risk obsolescence. As platforms like Threads emerge, the journey of adapting to shifting landscapes is a continuous one. The power of social media in news dissemination cannot be overstated. These platforms not only facilitate information sharing but also foster community engagement, enabling journalists to connect with readers, receive feedback, and refine their work. Moreover, it is becoming, if it has not already become, the most popular way for the average consumer to get their news. With media distrust growing across the globe, journalists learning how to lean into the communication style of their online communities may also go a long way to restoring trust and faith in the media.