Why the future of news is social-first

The recently published Reuters Institute Digital News Report 2026 got us all talking in the LCA office. One of the report’s key findings was that social media has overtaken traditional news sources on a global scale, with 54% of worldwide respondents using social and video platforms for news, compared with 51% using news organisations’ own websites and apps.

Across 48 markets polled in the annual survey, social media and video networks are now turned to more often than traditional sources. The UK is an exception for now, with news websites still topping the chart and social media coming in at a lower (though significant) 40%, but it is trending in the same direction.

That marks a significant change in audience behaviour in just a few short years, demonstrating that social media platforms (TikTok, Instagram, YouTube and X) are no longer just distribution channels for social purposes but the chosen news environment itself.

This is particularly true for younger audiences. Even in the UK, social media tops the charts as a news source for 18-34-year-olds. Younger people are more likely to encounter news through short-form video, explainers, creator commentary, social graphics and live reaction. The format is faster, more visual and more conversational than traditional news consumption.

The shift is creating new opportunities for social-first media publishers. These brands are being built around the behaviours of social platforms rather than the conventions of print, broadcast or website-first journalism.

Their strength lies in accessibility, speed and cultural relevance. Social-first publishers can take complex or fast-moving stories and turn them into content that feels immediate, useful and native to the platform.

For communications teams, this changes how stories need to be shaped.

Earned media remains critical for building reputation and third-party endorsement. But traditional coverage can no longer be viewed as the only PR goal. A story may begin with a journalist, a creator or a social-first publisher, then travel through video, commentary, shares and community discussion.

That means communications strategies need to consider not only whether a story is newsworthy, but whether it is clear, visual and compelling enough to work as an in-feed post as well.

Social-first publishers also require a different approach from comms professionals; strong hooks, concise messaging, visual assets and fast response times matter more than more traditional lengthy press materials. The story needs to make sense immediately and give audiences a reason to stop, watch and share.

Trust remains a crucial part of the equation. Despite the growing use of social media as a news source, The Reuters Institute report also found that a huge 73% of UK respondents distrust news on social media, while an even bigger 77% are concerned about misinformation.

The opportunity, then, is not simply to increase visibility on social media. It is to create stories that are both shareable and credible, with credibility the key component.

For brands, destinations and organisations, this means combining traditional media relations with social-first thinking. A story should be strong enough for journalists, clear enough for stakeholders and engaging and credible enough for social audiences.

In the ever-evolving media landscape, if the future of news is social-first, then communications strategies need to be too.