How newsrooms and publishers will win audiences on social in 2025

News consumption is changing, and so is how news outlets approach its distribution on social. It’s no longer just about driving traffic to the website, but about building a brand in an evolving ecosystem where audiences engage with content in new ways. 

To better understand how publishers are navigating the new social landscape, we took 50 of the top outlets from across the different platforms, encompassing news, lifestyle, sports, and politics, and looked at the key trends shaping how they are succeeding on social today. 

In the report, you’ll discover more about:

• Success on video platforms: Instagram and TikTok have dominated when it comes to social engagement with news publishers, making visual, short-form video content an essential part of their strategy, which will only continue into 2025. 
• Dominant players: ESPN, Bleacher Report, Daily Mail, LADbible, and Vogue together account for more than half of the total engagement across all platforms, all of which have seen success with visual content.
• Platform-specific success: Different publishers thrive on specific platforms, with sports and entertainment content seeing success on Instagram, while politics and breaking news prevails on X.
• Cable and local news thrive on TikTok: Cable news outlets and local stories are capturing interest with younger audiences who look to social media for their news consumption.

You can read the full report here for all the insights.

Introducing a New Era of Combined Social, News, and Influencer Monitoring

The shift in news consumption demands a new approach to tracking information, one that ensures comprehensive coverage across both social media and online news sources.NewsWhip’s purpose has always been to reveal the stories shaping the world.

Today, we’re building on that commitment with powerful new advancements in providing real time, contextualized insights.We're bringing together AI capabilities with new visualizations to empower brands, publishers, and communications teams to navigate this new terrain in a way that’s effortless and accessible, and precise.

The first way we're doing that is by introducing Top Themes — AI powered analysis that is now part of our Highlights feature.Top Themes provides quick, actionable summaries that identify the most significant themes from the most engaged articles. By combining quantitative and qualitative insights into an intuitive, in-dashboard solution, Top Themes delivers high-quality, actionable analysis directly about any breaking news event.

You can read more about Top Themes, and our plans to enhance our Timeline feature, over on our blog. 

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