Did you know one in two young people we surveyed in our What Gen Z Actually Do Online report say they go at least a week without accessing the news?
This sounds shocking, but it’s a little misleading.
Gen Zs, who are frequently misread as being uninterested in the news, aren’t necessarily news avoidant – they’re just consuming the news differently than before.
Not that it should come as a surprise. We’re always evolving how we consume the news.
Remember when millennials threw out newspapers and digitalised the news? Well, Gen Z’s have just levelled up (again) with social media.
With the speed social media is evolving it’s been quite the challenge for news companies to adjust, but let’s take a look at three news media that are killing it in their modern social news delivery.
ABC News
After getting off on the wrong foot, Australia’s national broadcaster is nailing its delivery of news on Instagram with TikTok-style reels and infographics that are generating up to hundreds of thousands of engagements from its audience.
How are they getting it right? First, they’re taking risks. Second, they’re listening to their audience and applying the changes they’re requesting to stay relevant.
In this reel, ABC’s @shambondiggity talks about how COVID-19 home self-test kits will be available to Australians from November 1.
The Guardian
After producing independent journalism for more than 200 years, Gen Z could be quick to write-off The Guardian as a news media dinosaur.
But with 4.7m followers on Instagram, they’ve clearly taken Gen Z’s news consumption shift in their stride by getting two things right: engaging, shareable graphics, and posting frequency.
VICE News
Let’s be honest – VICE News is leading the pack in terms of creating shareable, engaging content for Gen Zs.
Whether that’s sharing vivid, powerful images from some of the world’s best photojournalists, engaging infographics explaining in-depth news content in a nutshell or simple headlines so powerful they could stop Gen Z’s mid-scroll, VICE has well and truly nailed the substance, relevance and tone matter that reels in Gen Zs.
Interested in more unique data and insights about Gen Z? Check out our reports.
