For years, many media outlets have sought to funnel audiences to their websites via social media. Newsrooms post X/Twitter threads, Facebook posts, and Instagram reels to tease their work, which is published in full on their sites.
More prominent today, too, are newsrooms and journalists who interact with their audiences exclusively on social media.
“If we don’t go to them, they won’t seek out our website. That’s why we prioritize meeting them where they are, delivering news in a format that fits their habits and interests,” said Damilola Banjo, producer at Kara House.
To learn more about producing journalism for social media, I spoke with editorial and executive leads at Kara House and another young African newsroom, gst.
Here’s what they shared:
Format and storytelling
Producing news for social media differs greatly from content produced for a newspaper or website. “Social media-first newsrooms optimize [their content] for digital platforms. This means short videos, infographics, and conversational storytelling take precedence over long-form reports,” said Banjo. “It’s about making hard news Instagrammable.”
It is important for newsrooms adopting this approach to also leverage feedback, said Chiamaka Dike, social editor at gst. “How long did people watch a video for and how many people stayed after the first few seconds and watched to the end? Which headlines are wittier, what colors drive more engagement?”
Social media rewards journalism that is immediate, interactive and adaptable. The journalism must capture viewers’ attention and sustain engagement in a highly competitive digital landscape. It requires a rethinking of storytelling techniques, with a focus on brevity, visual appeal, and relatability.
Newsrooms employing the approach leverage metrics such as watch time, engagement rates, and watch-through rates to understand what resonates with audiences, said Dike. If a video loses viewers after the first 10 seconds, it may signal the need for a more compelling hook or a faster-paced narrative.
Another defining feature of the reporting is its conversational tone. Social media platforms thrive on dialogue, and the content should align. “We constantly explore creative ways to present hard-hitting subjects in a format that is both informative and compelling,” said Banjo. This might involve using humor, posing questions, or incorporating comments from followers. Success in this space requires creativity, data literacy, and an understanding of audience behavior, according to Banjo and Dike.
Newsrooms must always balance the above with diligent journalism. “We have a rigorous editing process,” said Banjo. “Every one-minute video or five-slide story goes through multiple rounds of edits,” said Dike.
Recouping trust
Social media news offers an opportunity, too, to bridge deficits of trust with audiences, according to Adewunmi Emoruwa, founder and CEO of Gatefield, gst’s parent foundation.
“People wanted the news to meet them, channel them, and look like them. This [is why gst] made social media [its] primary platform,” said Emoruwa.
Journalism stakeholders often view the loss of public trust as an issue affecting journalism, but not nearly enough as a problem caused or exacerbated by the sector’s approach. Much of gst’s work involves collaborating with local voices, including influencers, grassroots figures, and journalists who belong to the communities they are trying to serve. The newsroom's campaign, FWD with Facts, is composed of videos and infographics that share the opinions of journalists, public personalities and influencers advocating for media awareness.
“gst came to fulfill a clear, urgent demographic need,” said Emoruwa. “Gen Zers were disillusioned and felt apathy toward politics and policy. Traditional media wasn’t exactly connecting with the next generation of Nigerians, whose [media] consumption patterns have shifted dramatically.”
Journalism for social media is a no-brainer for many media organizations today. “It’s no longer a question of whether to embrace digital platforms — it’s essential,” said Banjo. “If journalism wants to remain relevant and impactful, it must meet people where they are, adapting to the way news is consumed today.”
Photo by Brian Ramirez via Pexels.
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