How do independent creators outperform institutional journalism on relatability?

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Independent Creators Are Perceived as More Relatable Than Institutional Journalism

Independent news creators and influencers are increasingly capturing audience attention by leveraging personality-led content, which many users find more engaging and authentic compared to traditional news outlets. This shift is driven by a perception that creators are more entertaining, easier to understand, and possess a greater degree of relatability.
Personality-Led Content Connects with Audiences

A significant portion of the global online news consumer base, approximately 27 per cent, actively seeks news from individual creators or influencers. This trend is even more pronounced when considering creators of any type, with nearly half (46 per cent) of respondents engaging with them for news. This suggests a strong audience preference for content delivered through a personal lens, often fostering a direct connection that institutional journalism struggles to replicate.
Perceived Authenticity and Entertainment Value

Respondents in the study explicitly stated that creators are perceived as more entertaining and easier to comprehend than traditional news organisations. While these creators are seen as highly authentic, this perception does not always extend to trustworthiness or impartiality. Nonetheless, the entertainment and accessibility factors contribute significantly to their ability to resonate with audiences.
A Shift Towards Video and Third-Party Platforms

The rise of personality-led news consumption is closely linked to the growing dominance of video content and third-party platforms. Since the pandemic, platforms that are video-centric, such as TikTok and Instagram, have seen substantial growth in news consumption, outpacing text-based alternatives. This environment is particularly conducive to creators who can effectively use video formats to convey their message and personality.

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How do independent creators outperform institutional journalism on relatability?

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