Local TV newsrooms have long relied on a predictable, comfortable workflow: produce a newscast, then ‘repurpose’ that same content for social media and digital platforms. This might be efficient, but it is not necessarily effective at reaching the audience that matters most.

According to research from Northeastern University, 91% of young adults aged 18-34 years old consume local news at least once a week. 50% check local news every day! However, only a small fraction (19%) are watching the news on TV. Everyone else is checking the news online.

Social media is by far the dominant source for news for this coveted demographic with YouTube, Instagram, TikTok, and Facebook the most used platforms, in that order. X/Twitter is much less a news source today than it once was.

Part of the reason younger viewers are getting news from social media is that they already have a habit of checking these apps multiple times a day. Sitting down and watching a newscast isn’t something this generation does on a regular basis.

Social media is a gateway for local TV news

But it is possible to get these potential viewers to at least think about watching local news if they see something interesting on social media. 94% of those in the study said they seek out additional information after viewing a video on social media. 78% said they get that information by watching a traditional newscast…on TV!

The days of treating digital content as an afterthought is over. “If local TV journalists want their work and mission to continue, digital content truly must become the industry’s top priority.” To survive and thrive in an attention economy, local TV stations must stop asking viewers to adapt to their news schedule and start meeting consumers where they already are. Digital content must become a priority, not remain a side project.

Meet the new person in the newsroom

Researchers suggest stations create a Digital Content Creator, or at the very least assign traditional TV reporters a day or two to work only on digital content. Their primary purpose should be to create content for social media aimed specifically at Millennial and Gen Z audiences. Once they’ve mastered that skill, their secondary purpose is to coach the rest of the newsroom. Use them to break down the silos between linear TV producers and the digital team.

Another approach: use the live newscast to promote digital content available exclusively online. “Our research shows that people of all ages are consuming content on digital platforms, so this synergy between linear and digital can pay dividends universally as more consumers cut the cord and rely more heavily on streaming on-demand content.”

Building a following on digital platforms takes time, maybe a long time. Don’t expect younger online consumers to suddenly start to watch local TV news. “This demographic is full of voters, consumers, decision-makers, and culture-shapers. Earning their attention and loyalty is a long-term investment worth making.”

 

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Tim Heller is an AMS Certified Broadcast Meteorologist, Talent Coach, and Weather Content Consultant. He helps local TV stations and broadcast meteorologists communicate more effectively and work more efficiently.

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