Journalism today is facing a major challenge: how to keep audiences engaged and, more importantly, how to maintain their trust. With social media now the go-to source for news for many people, traditional reporting methods don’t always cut it. So, what’s the solution?

Interestingly enough, journalists might find the answer by looking at an unexpected group—social media influencers.

Influencers know how to capture attention, build loyal communities, and maintain credibility. While journalism and influencer culture may seem worlds apart, there are lessons reporters can learn from how influencers connect with their audiences. By adopting some of these strategies—without compromising journalistic integrity—reporters can foster stronger community connections, build trust, and make their work more accessible.

What Journalists Can Learn from Influencers

1. Build a Personal Brand That Feels Authentic

If there’s one thing influencers do exceptionally well, it’s personal branding. They create a recognizable voice, tone, and style that followers connect with. Journalists can benefit from this approach, too.

And no, this doesn’t mean turning into a “brand” in the corporate sense. Instead, it’s about being authentic and consistent. When journalists show just a bit of their personality—whether through a unique writing style, social media presence, or even how they cover stories—they become more relatable.

Think of reporters like Taylor Lorenz or Jemele Hill. Their audiences aren’t just interested in the stories they cover; they’re interested in how they cover them because their voices feel genuine and trustworthy.

2. Engage Directly with Your Audience

Influencers don’t just talk at their followers—they have conversations with their followers.

Journalists can do the same. Hosting Q&A sessions, replying to reader comments, and creating spaces for open dialogue can turn passive readers into active participants. News organizations like NPR and The Washington Post are already doing this effectively on platforms like TikTok and Instagram, breaking down complex stories in a way that feels approachable and engaging.

Remember, at the end of the day, it’s not just about getting clicks—it’s about creating connections.

3. Be Transparent About Your Process

One reason influencers build strong trust with their audiences is that they’re transparent.

For journalists, transparency is unfortunately not just a nice-to-have—it’s essential. Explaining how stories are reported, how sources are verified, and what goes into fact-checking can demystify the process. When audiences understand the work behind a story, they’re more likely to trust it.

This kind of openness is especially powerful in combating misinformation. If people know how rigorous and ethical your reporting process is, they’re less likely to fall for false narratives elsewhere.

4. Collaborate to Expand Your Reach

Influencers often collaborate with others to reach new audiences and bring fresh perspectives to their content. Journalists can adopt this strategy as well.

Collaborating with other reporters, experts, or even respected content creators can add depth to your reporting and introduce your work to new audiences. For example, working with a climate scientist on an environmental story can boost credibility while reaching people who may not typically follow traditional news outlets.

5. Let the Community Drive the Story

Influencers thrive on community-driven content. They listen to their audiences, adapt based on feedback, and even let their followers help shape the narrative.

Journalists can do something similar by embracing community-focused reporting. This could mean sourcing stories directly from community members, highlighting underrepresented voices, or using audience feedback to guide future coverage.

Crowdsourced journalism, for example, allows communities to share their lived experiences, providing rich, authentic perspectives that traditional top-down reporting might miss.

Navigating the Ethical Challenges

Of course, borrowing from influencer strategies isn’t without its challenges. Journalists must always strive to maintain a delicate balance between engagement and ethics.

The end goal isn’t to chase likes or go viral at the expense of accuracy. It’s about using engagement tools to support strong, ethical journalism. This means that clickbait headlines, sensationalism, or prioritizing popularity over substance can, in the long run, damage credibility.

Another consideration is the blurred line between personal branding and impartial reporting. While showing personality helps build connections, journalists still need to maintain objectivity and fairness in their reporting. It’s a tough balance, but with thoughtful execution, it’s possible to be both relatable and responsible.

The Future of Journalism Is Community-Driven

The media landscape is changing, and audiences expect more than just traditional reporting. They want to feel seen, heard, and involved. By adopting influencer-inspired strategies—like personal branding, direct engagement, and transparent storytelling—journalists can build deeper connections with their communities.

This doesn’t mean journalism should abandon its core principles. It means enhancing those principles with new tools and approaches that meet people where they are.

At its heart, journalism has always been about informing, engaging, and empowering the public. Today, that mission requires not just reporting the news but connecting with the people who consume it. And that’s where the real opportunity lies.