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Five Insights into How Millennials Want News


April 12, 2018

By Alyssa Morrello, Senior Media Relations Specialist

Newsflash! My fellow millennials and I are completely changing the way newsworthy content is being created, shared, consumed, and cultivated.

While previous generations depended on regularly scheduled television newscasts, the same cannot be said for the “on-demand” nature that digital news provides today.

In fact, digital outlets currently serve as the main source of news globally for the majority of those under 35, including 64% of those between the ages of 18 and 24.

This month I had the opportunity to learn more about “America’s First Digital Generation” with VICE News. Here are five key takeaways for getting the attention of the millennial audience.

  • Show, don’t tell. With an overabundance of news sources (digital, traditional, and even social!) millennials can read a headline anywhere and get a general gist of the news. Expanding beyond the “telling” of the news and actually “showing” the effect is what will capture our attention.
  • Provide a different perspective. When given the opportunity to provide a new perspective or spin on things, do it! VICE had outstanding results when they chose to cover Hurricane Harvey by doing a story on how Houston was designed to be flooded. We knew the hurricane was a disaster that was ravaging the community but were unaware of the infrastructure angle VICE provided, which is why it drove remarkable results.
  • Have your characters in place. A story, whether it be within the news or even an editorial feature, is not complete without characters. Whether it be a quirky researcher or a young mom, we are looking for humans to add color to the story and make it memorable and easily relatable.
  • Take time to understand your audience’s habits. Tracking audience habits, whether it be via social feeds or page views, is vital. Through tracking and taking time to understand their audience, VICE News realized their viewers and readers were especially interested in the social justice pieces and they now hone in on those aspects whenever possible.
  • Stories can travel across channels if adapted! It is important to provide the news in more than one place, especially because you never know what platform your individual audience members are utilizing to get their information! Putting a story on YouTube, Instagram, and even on a digital platform like an app is great; just make sure to lead with the best stuff and adjust the content length to match the platform.

The main takeaway is that originality is key. When brainstorming innovative ways to bring a story to life, ask yourself, “What will you bring to the story that no one else can?”

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