It’s no secret that the younger generation, or Gen Z, is consuming less news. And when they do, it’s not via a physical paper, but online. In fact, according to the latest OFCOM report on news consumption in the UK, 60% of those aged 18-24 get their news from Instagram. To capture the attention of this generation, journalists and publications should consider taking the following three tips into account.
When relying on text, keep it simple
Instagram is overloaded with content so if your post is too difficult to understand, the user will scroll to the next. So opt for short and quick updates that are easy to read. An example is Simple Politics which provides bullet point summaries of UK (and international) news.
Use visual storytelling methods
One of the most followed newspapers on Instagram is the New York Times. If you look at their Instagram feed, you’ll quickly see why. They (almost) exclusively use photography to tell stories. The accompanying caption usually contains some quotes from the original article, prompting Instagram users to read the full text.
Throw in some pop culture news
Children aged 12-15 are particularly interested in news about music and celebrities, the OFCOM report found. Reporting on these themes might therefore help draw in the younger audience.
A growing Instagram account with 3.4 million followers, set up by a trio from New Zealand, does just that. Accurately named “Shit You Should Care About”, it uses colourful designs to report the most important stories in the news. But every now and then, the account will post an update about Harry Styles, a popular singer who talks about themes that appeal to Gen Z, such as gender identity and mental health.
MA Data Journalism student at City University London