Broad changes in politics and policy are disrupting the status quo and creating an increasingly dynamic environment for advocacy and strategic communications. The role of traditional news outlets is waning, as major publications take steps to reform and evolve. Add the rise in power of health care influencers and rollback of fact-checking on major social media platforms, and we have a very different picture of media consumption than we’ve seen before.

Tracking and understanding this evolution, spurred by an increasingly digital and interconnected traditional and social media environment, is essential to inform any communication strategy and ensure we effectively reach the audiences who matter most.

Here’s what we know about the current landscape:

1. Surge of Alternative News Consumption. Public confidence in mainstream media is at a record low, with only 31% of Americans believing that news is reported “fully, accurately, and fairly.” As such, alternative digital platforms have surged in influence. Approximately one in five Americans now get their news from social media influencers, and nearly 40% of young Americans rely on TikTok for news. The rise of podcasts and individual news curators on platforms like Truth Social and X has further shifted how audiences engage with news – often reinforcing like-minded communities.
2. The Rise of Influencers in News Media. Influencers have become an undeniable force in the media ecosystem because they know how to authentically connect with their audiences and present information in a way that differs from traditional news sources. Among Americans who get news from influencers, 65% say these voices help them better understand current events and civic issues. Influencers excel at distilling complex issues and building trust with their audience – an approach Reservoir leverages to ensure key messages are reaching and resonating with the target audience.
3. New Opportunities for Nontraditional Media. Non-traditional and niche news outlets are in the spotlight, capturing larger audiences and receiving increased opportunities for engagement – sometimes at the expense of traditional journalists and major news outlets. Take, for example, the White House’s new policy to determine seating and access in the Brady Briefing Room, as well as the introduction of a new seat for “new media” – including podcasters and social media influencers. The National Security Council even provided military briefings to social media influencers in an attempt to reach the next generation of voters and advocates.

Meeting audiences where they are has always been important – but where and how we show up is evolving. We must be willing to adapt and adjust to the latest developments in real time, study and stay ahead of the trends, and leverage innovative strategies to break through. While the tactics may shift, prioritizing authenticity and credibility remains paramount, ensuring we can reach audiences with the best messages and the right messengers.