Individual creators routinely outperform legacy brands in reach, engagement, and audience loyalty on platforms where young audiences spend their time. That's not an accident; it reflects a fundamentally different approach to meeting audience needs: orientation, connection, and trust built through voice rather than brand. This session explores why creators succeed where institutions struggle, and what newsrooms can learn from their approach, without assuming the answer is simply "put a 25-year-old in front of a camera." We examine the deeper shifts in how audiences form trust, discover information, and build habits around content.
Some publishers are hiring creators. Others are partnering with them. Some are training their journalists to think and operate more like creators. And many are still figuring out where to begin. This session maps the evolving landscape of newsroom–creator collaboration, offering a clear view of the different approaches emerging across the industry. We’ll explore what’s working, what’s falling short, and why — with practical examples of how organisations are experimenting with new models. Just as importantly, we’ll unpack the real barriers to progress. Because more often than not, the challenge isn’t technology or tools — it’s mindset, culture, and how newsrooms are structured to adapt.
This session brings together concrete examples and emerging best practices from both creators and newsrooms navigating this space in real time. We’ll explore how to measure success beyond vanity metrics, focusing on meaningful signals like loyalty, trust, and long-term audience value. We’ll also examine how to balance creator authenticity with editorial standards — and what that looks like in practice when voice, credibility, and brand come together. Finally, we’ll look at how to design creator strategies that are built to last: adaptable, resilient, and capable of evolving alongside shifting platforms and algorithms, rather than being defined by them. Throughout the session, we’ll hear directly from creators and newsroom leaders, offering candid, experience-based insights into what’s working, what’s not, and what comes next.