Social media is shaking up the media landscape, forcing PR pros to rethink their playbook. Not long ago, PR strategies relied almost exclusively on traditional media to reach audiences. Those same audiences are now turning to social media for their news, entertainment, and brand recommendations, often trusting influencers and content creators more than traditional news sources.
According to a recent report, younger users, especially in regions like Asia, rely heavily on social media for news, entertainment, and recommendations. Still, the rise of social media as a go-to source for information isn’t exclusive to them—older generations, too, are embracing these platforms, recognising their ability to provide real-time updates, community-building opportunities, and a sense of connection that traditional media has struggled to match.
Why so? Let’s look at the two main reasons.
Social media and a mobile-first world
The rise of mobile phones has been the catalyst that sparked a major transformation in how we consume content, much like how the invention of the printing press revolutionised information sharing centuries ago. With smartphones in nearly every hand, we’ve shifted from static, scheduled content consumption (like waiting for the evening news or flipping through newspapers) to a dynamic, on-the-go experience that constantly evolves with our needs and interests.
Mobile phones have completely reshaped the way we consume content. As smartphones became more essential to daily life, social media platforms quickly caught on to the fact that people were glued to their screens more than ever. This shift opened up new possibilities, as social platforms adapted to keep users engaged, often finding clever ways to keep our attention for longer.
For many, social media platforms like Facebook, WhatsApp, and YouTube have overtaken traditional outlets like newspapers and television as the go-to for news and updates. This isn’t just a trend among younger users—older generations also turn to social media to stay informed and connected. Even platforms like TikTok, once thought of as an app for dances and viral challenges, have become a hub for educational and informational videos, with people sharing quick news updates, expert tips, and even in-depth discussions on various topics. What was once considered “unserious” has now become a valuable source of content that attracts all age groups, proving that social media can offer both entertainment and meaningful information in one swipe.
Traditional media hasn’t exactly been snoozing through the social media revolution either – it’s waking up and jumping head-first into the digital pool. As social media continues to dominate, established news outlets are stepping up their game, experimenting with platforms like TikTok to stay relevant. Many publications are now using TikTok to draw viewers in with short, engaging snippets that tease full stories, hoping to bring users back to their platforms for more in-depth content.
Tactics or transparency?
While younger audiences have long embraced influencers, older demographics are now warming up to them as well. Influencers in niches like wellness, home improvement, and travel are particularly effective in reaching older audiences who value relatable, trustworthy content. This shift towards niche influencers underscores a major transformation in how audiences consume content and make decisions. The rise of influencers—across all demographics, interests, and life stages—reflects the growing demand for more personalised, authentic content that connects on a deeper level. As traditional media like newspapers and television struggle to maintain trust and engagement, influencers are stepping in to fill the gap with a sense of relatability and real-life experience that traditional outlets often lack.
For example, when mature moms seek advice, they’re more likely to turn to an influencer who has lived through similar experiences, rather than relying on generic advice from an article or impersonal ad. This shift in trust from traditional media to individual influencers is part of a broader trend in the media landscape, where consumers are now prioritising personal connections overbroad, one-size-fits-all marketing. Influencers not only offer tailored advice but also create communities of like-minded individuals who trust their judgement, which is far more compelling than the often disconnected messages found in conventional media.
Though so, if the influencer starts pushing products or services excessively, especially those that don’t align with their authentic voice, the audience can start to feel manipulated. What was once a genuine interaction turns into a tactic, and that’s when things can go wrong. When followers sense that an influencer’s content is no longer rooted in authenticity—just a way to cash in on their influence—they may begin to disengage, unfollow, or even “cancel” the influencer. What once felt like a friendly recommendation now comes across as a calculated pitch. In an age where trust is everything, once that authenticity is perceived to be compromised, followers will quickly move on to the next influencer who still feels like they have their best interests at heart.
This is where social media and influencer marketing can face a significant challenge that traditional media outlets don’t encounter to the same extent. With traditional media, there’s a clear, often rigid distinction between editorial content and advertisements. Readers understand the separation between news or opinion pieces and sponsored ads, and the expectations are set from the get-go: articles are meant to inform or entertain, while ads are designed to sell. The integrity of journalism, while certainly not immune to criticism, is often transparent about content and commerce.
What does this mean for the future of PR?
So, are we saying media as we know it can’t come to the phone right now? Is it dead? No, we are not. What we’re witnessing is a transformation—the media landscape is evolving, not disappearing. The rise of social media and influencer-driven platforms hasn’t replaced traditional media; rather, it’s expanding it, creating new avenues for storytelling and audience engagement.
For PR professionals, the challenge lies in blending both worlds. Traditional media still plays a crucial role, but the audience now seeks more dynamic, authentic experiences—something social media influencers have mastered. The key takeaway? Those who can navigate this evolution, while balancing authenticity, transparency, and relevance across both traditional and newer platforms, will come out ahead. The media industry has always been driven by change, and that constant reinvention will be the key to staying relevant in the future.
Curious about how PR has evolved and how it can boost your business? Get in touch with us at hello(a) syncpr.co – we’d love to chat!