The rise of personalities: Why young journos need to build their brand early
Media employers want journalists who are confident on camera and can tell a story in 60 seconds
– 6 min read
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Think about how you like to consume your news. Do you buy the paper? Tune in to the radio? Subscribe digitally? Discover stories on social media? For an increasing number of people – and no, not just Gen Z – their answer is the latter.
It’s no secret that platforms like TikTok, Instagram and Reddit are de-throning traditional outlets of news consumption in the age of digital and social media-dominance. But what is becoming increasingly noticeable is the rise in favour of not just video-led, but personality-led journalism. And industry hopefuls would do well to pay attention.
The shift toward personality in journalism
Speak to anyone who feels disenchanted with legacy media organisations, and they'll likely say one of three things: lack of trust, too much misinformation, or too negative. I can guarantee you that these disillusioned audiences are in fact engaging with the news, just in untraditional ways.
While they're unlikely to have subscribed to a newspaper, they’re probably following a news creator. Journalists like Dylan Page and Sophia Smith Galer are some of the most recognisable – both are known for presenting global news events on TikTok and have been able to foster larger followings than most legacy publications.
Ask a Gen Z if they read the latest foreign report from Gaza, I’d bet the majority would say no. But ask if they watched Tommy G’s YouTube investigation into Israeli influence over US politics? Many more would say yes.
Why? People trust people, not brands. And this is true across much of the media industry. It is irrefutably linked to the rise of influencers and social creators; trust is earned now not through branding or by name, but through authenticity and likeability. And newsrooms are starting to pay attention.
Why personalities matter in the newsroom
In my own newsroom, The Times & The Sunday Times is definitely embracing this shift.
