More than 42% of people avoid the news, according to a new report from Reuters Institute and 13 percentage point increase in the last 10 years.
How we consume news and what we think about it are changing rapidly; many actively avoid the doom and gloom of big news stories. Audiences feel oversaturated and overwhelmed by sources fighting for their attention at every turn. Many feel a loss of control amidst the global turbulence.
Algorithms are making news personal.
“Large numbers of people see the media as subject to undue political influence, and only a small minority believe most news organisations put what’s best for society ahead of their own commercial interest,” wrote Reuters Institute Director, Rasmus Kleis Nielsen, in the report.
For the first time, more people globally access news through social media and video platforms (54%) than through traditional news websites (51%). 10% are asking AI bots for news. Additionally, YouTube has overtaken TV time globally.
Podcasts, social media and how we consume information are so tailored to our likes and preferences that we are each living in our own ‘reality’ of what’s happening in the world.
Yet mis and disinformation are rife. From Chinese spies posing as recruiters on LinkedIn, to AI-generated fights between Nigel Farage and the Bank of England governor.
Decision paralysis
Consumers are avoiding global and economic news because it makes them anxious, yet they often just become less informed while remaining concerned.
This follows through to their actions in the housing market, delayed property purchases, delayed refinancing decisions and more “wait and see” behaviour.
How to get your business seen and heard
It doesn’t matter how great your news, product or strategy is if people are actively avoiding news outlets, then your audience won’t hear it.
So how do businesses reach people who are looking the other way?
Go to where your audience is.
While people may be avoiding some traditional forms of news, adults spend nearly a third of their day consuming TV and online content, according to Ofcom, that’s a daily average of four hours and 30 minutes.
Where you say it
Affiliate your business with a relevant platform or company that your audience already trusts, this may be a news outlet or it may be somewhere people go for entertainment and information. You’ll have the attention of your audience as well as help create trust and credibility.
People are asking AI
So where does AI get its info? It looks for trusted authoritative sources. While news reading is declining, showing up in well-established sector-specific publications with genuine insight, as well as on webinars and other earned media, will help you rank more highly on AI search results.
Podcasts
A rise in podcast listeners means debates and appearances on your audience’s favourite shows are a great way to be heard, tell your news and be seen as an expert in your industry.
Popular updates
Blogs, influencers, and social media communities have become trusted sources for many people as they can be handpicked based on their interests. Information provided is often concise, easily digestible and familiar when compared with the more extensive coverage found in some traditional news sources.
This is especially relevant as attention spans have gotten three times shorter over the last 20 years.
Newsletters
Newsletters can be a great way to reach people straight to their inboxes, either by curating your own or being a guest on others.
How you say it
So you’ve found how to be seen by your audience, but how do you get them to hear you?
Provide useful and honest information and engage with them meaningfully.
Present news with answers or balanced perspectives; 48% of people prefer news from impartial sources.
Make sure your communications reflect the same message across the board, from your website to your social media to your press releases. Trust is earnt through showing up regularly and consistently with well-informed information and insights.
Since many people are avoiding the doom and gloom prevalent in traditional news, focus on storytelling and evoking emotions. Don’t underestimate the power of entertainment to break through the noise.
Reputation and trust will give you an edge, customers will choose someone they recognise, see regularly and associate with expertise.
Need help to be seen and heard in an ever-changing media landscape? Chat with us and we can work with you to plan your strategy and help maximise your potential and expand your reach.
Read our next blog on: Have reactive comments lost their value?