Edelman 2015 Forecast
Social media is having a dramatic, perhaps outsized impact on how digital news is produced, distributed, consumed and ultimately monetized. As mobile and social technologies reach critical mass, it is fueling a footrace to create highly shareable, yet informative news stories that generate traffic. More critically this is changing how journalists approach their craft.
To address this dynamic further, Katie Scrivano and the Edelman Media Network (a team of earned media specialists) teamed with two start-ups, NewsWhip and Muck Rack to study U.S. social news consumption.
Working with NewsWhip, we identified the 50 overall most-shared, English-language articles, and in six key topics – general news, food and beverage, energy, health, technology and finance. Edelman Berland then analyzed each story to identify significant commonalities. This helped shaped a survey of more than 250 working journalists that Edelman conducted in collaboration with Muck Rack.
This research revealed that:
- More than 75 percent of journalists say they feel more pressure now to think about their story’s potential to get shared on social platforms.
- To make their stories more shareable, journalists are infusing their stories with five key ingredients: video/images, brevity, localization, more use of human voice and a proximity to trending topics.
- Nearly 3/4 of journalists are now creating original video content to accompany their stories. However, very few journalists (13 percent) are relying on sourcing consumer-generated video and only 3 percent are using corporate video.
- Journalists see five key trends impacting their profession this year: more mobile friendly content, faster turnaround times, more original video, smaller newsroom staff and social media growing in influence.