Social media broke news for GenZ. The News Movement thinks it can fix it

The News Movement (TNM) burst onto the scene in 2022 with the ambition of making social-first news content work for Gen Z audiences. Three years and a $10m acquisition later, it thinks young audiences now need more curation from behind an app given how scattered and messy the social landscape has become.

The rationale for this was spelled out in a recent research by the Reuters Institute, detailing how users are paying more attention to creators and personalities rather than traditional news on modern platforms such as YouTube, Instagram and TikTok.

Within that broad trend, "news" has become more loosely defined and fragmented. There's all sorts of new competitors jostling for attention with commentary, investigations, explainers and niche content.

The takeaway is that as much as news brands have pivoted to social to try and win over new audiences and communities, so have politicians, sports professionals, comedians, entrepreneurs - you name it.

And these worlds are becoming increasingly blurred. Like politicians giving interviews to social brands, influencers and content creators.

TNM has been equally creative. And Rebecca Hutson, editorial director and editor-in-chief acknowledges this shift: "Everyone operates as a media brand now – Manchester United sees itself as a broadcaster as much as I do, as much as Alex Cooper does."

Plurality means news organisations have to "up their game" and "flood the zone with good information" with persistent concerns around mis- and disinformation. But there's another strategy in the works.

Rebecca Hutson is speaking at our upcoming Newsrewired conference on 26 November in London about nurturing young journalistic talent

Check out the full agenda and book your place now – limited spaces remaining

Giving audiences the say-so: a new era of curated news

The past year has seen TNM move from its start-up roots into a new phase. A $10m+ investment from Caliber resulted in an integration alongside US political brand The Recount and lifestyle outlet Capsule.

Coming out early next year is its own proprietary app, SaySo, currently in beta, which will curate news and information to give users more control over how they consume news.

SaySo aims to offer a calmer, more intentional alternative to the algorithm-driven feeds of mainstream social platforms. Users will be able to choose how much time they want to spend – whether it’s one minute or five – on stories from vetted, independent creators.

Hutson sees the app as a direct response to the fatigue and overwhelm many feel when navigating today’s news environment.

"You can browse the news without having to be on TikTok or Instagram and necessarily seeing that other stuff you don’t want to see,” she notes. The app will provide greater transparency, clearer sourcing, and better user agency in an attempt to build trust and make news consumption a more positive experience.

In an era of viral outrage and graphic content, Hutson is committed to a more measured approach. The team actively solicits questions and feedback from its community, ensuring that coverage reflects real concerns and interests.

On sensitive topics, Hutson advocates for balance and restraint. "We have a real responsibility to not get too sensationalist," she says, especially for audiences who are "news adjacent or news avoidant".

Her vision is clear: credible journalism must adapt to the realities of the social-first era without sacrificing its core values and is by her own admission "messy" – but also full of possibility.

This article was drafted by an AI assistant before it was edited by a human.