Engaging Young People in the News Landscape: How Local Authorities Can Adapt

The news landscape is rapidly shifting, with younger audiences increasingly consuming news through online sources like YouTube, TikTok, and Instagram. A recent study shows that 88% of 16-24-year-olds rely on online sources for news, with social media leading the way. In contrast, only 49% of young people turn to TV for their news fix.

As these trends take shape, local authorities face a pressing question: how can we stay relevant and effectively engage young people in a landscape dominated by digital platforms and influencers?

Understanding the shift: why young people are leaving traditional news behind

Young people’s engagement with online news is complex. While social media dominates their consumption, research shows they still recognise the value of traditional sources for accuracy and trustworthiness. For instance, 77% of teens rate TV as a trustworthy news source, compared to only 45% who feel the same about social media.

However, despite valuing these traditional sources, young audiences are drawn to the speed, accessibility, and relatability of digital platforms. On Instagram, YouTube, and TikTok, they find news presented in ways that feel direct, personalised, and often aligned with their interests and experiences. The challenge for local authorities, therefore, isn’t just about where young people get their news; it’s about how and why they engage with it.

Navigating the trust factor: balancing authority with approachability

Traditional communication strategies relying on public service broadcasters or official websites are not enough to reach a demographic increasingly seeking fast-paced, visual, and alternative perspectives. Influencers and news creators – like France’s Hugo Travers or the UK’s Politics Joe and TLDR News – are engaging young audiences by simplifying complex topics, using an approachable style, and leveraging platforms where young people are already active.

These personalities, often operating independently, are trusted voices among younger audiences because they present information in a relatable, often humorous, and digestible format. Local authorities face a significant challenge here: while trusted traditional brands still carry weight, they must adapt their approach to avoid being sidelined by influencers and alternative voices.

As young people increasingly use short-form videos and social media, local authorities should consider how to maintain the trust and credibility of traditional sources while adopting the accessibility and relatability of new media.

What local authorities can do differently

Building trust on platforms like TikTok and Instagram requires consistency, transparency, and a willingness to experiment with style and format. Informational posts can be paired with live Q&As, behind-the-scenes videos, or collaborations with credible, youth-focused influencers. Messages need to be clear, direct, and aligned with young people’s interests – tackling local issues, highlighting community stories, and addressing topics directly relevant to their lives.

To meaningfully engage young people in this evolving news ecosystem, local authorities should:

Leverage social media as a primary channel: Move beyond traditional news channels and meet young people where they are, particularly on platforms like Instagram, YouTube, and TikTok.
Collaborate with youth-focused influencers: Identify credible and trustworthy influencers who can amplify messages relevant to young audiences. Partnerships with local youth voices or creators can be instrumental in reaching this demographic.
Create digestible, visual content: Use short-form videos, infographics, and stories to break down complex issues into accessible, engaging formats.
Foster open dialogue: Encourage young people to share their views and experiences with local authorities by hosting live sessions and Q&As on social platforms.

By embracing the unique dynamics of digital platforms and listening to young voices, local authorities can cultivate trust, relevance, and meaningful engagement with a new generation of informed, digitally-savvy citizens.