With more than half of Americans getting their news from social media, you might wonder: Is traditional earned media a thing of the past? And how can a brand break through when no one trusts the information they’re being presented?
As more people are tuning into social media news, traditional newsrooms are shrinking. More than 13,000 media professionals were laid off in 2024 alone, and over 3,200 local newspapers have gone out of business since 2005, putting a strain on the broadcasters, radio stations, and newspapers that were once the core of earned media. Today, PR professionals outnumber reporters six to one, and this gap will only continue to grow as viral content gains traction in the news cycle and more reporters are replaced by social media accounts.
At the same time that social media is on the rise and the news industry is declining, consumers’ trust is at an all-time low across the board. Less than a quarter of users trust what they hear on TikTok, and only a third of Americans trust mass media.
This doesn’t mean brands should abandon earned media, or that social media is worthless to get your message across. There are sources that have kept consumers’ trust: local news and micro-influencers.
Over 70% of Americans say their local newspapers and stations report the news accurately. They also say local news is more transparent about their reporting, which explains why more consumers trust these smaller organizations.
This logic applies to the social media landscape as well: A staggering 82% of consumers report they are highly likely to follow recommendations from micro-influencers.
Success might not always look like a front-page placement on the New York Times or a top-of-the-hour mention on CNN; you need to tell your story where your audience is listening. If consumers are leaning away from mass media and into smaller sources, then it is more important than ever to leverage multiple channels to share your messaging, from a niche channel like micro-influencers to traditional local TV stations to your own company newsletter. At the end of the day, the best way to tell your story is through a channel that readers are tuned into and trust.
Comments