Digital journalist and content creator Sophia Smith Galer finds that top British journalists are slow to adopt and build large accounts on popular video-led platforms
New research from social media consultancy Viralect – founded by digital journalist and content creator Sophia Smith Galer – shows that top UK journalists have largely not shifted to video-led social platforms.
An analysis of 526 journalists found that two thirds (64 per cent) have not built meaningful followings on Instagram, TikTok or YouTube (more than 5000 followers), and less than one per cent have more than 20,000 followers across all three.
The study highlights a "visibility crisis" as news discovery increasingly happens on video platforms, especially among under-35s. While most journalists remain active on X, only a small minority have taken to vertical video platforms, most of whom tend to be men (with on average three times the followers) and have a broadcast background.
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