Let’s face it - most of us aren’t typing “that news site we used to visit” into our browsers anymore. We’re on Instagram Reels while waiting for our chai, scrolling through X during lunch breaks, or watching YouTube in bed. That’s just how we consume information now. And journalism? It’s adapting - fast... to stay relevant in the game.
For years, newsrooms used social media as a marketing tool or appetiser - just a little taste to drive you to the main course: the website. We’ve all seen it. A slick Instagram reel, a tweet thread with a hook, or a “Read more on our site” link dropped into a Facebook post. The goal? Funnel the traffic back “home.” Social media was just the bait.
But here’s the thing - audiences aren’t following that funnel like they used to. Many don’t click through at all. And frankly, why would they? They're already swimming in an ocean of content on the platform itself. That’s where the shift comes in.
These days, smart newsrooms and savvy journalists aren’t just using social to tease the story - they’re telling the story right there. On YouTube, Instagram, X, Facebook, TikTok and others. And they’re doing it in formats native to those platforms - punchy videos, carousels, threads, lives, even memes.
That’s why more and more newsrooms (and individual journalists), both international and Indian, are skipping the funnel and serving up journalism right where people are: in the feed.
Take The Quint, for example. They’ve nailed the short-form video format on Instagram and YouTube. Their explainers, on-ground reports and “In-Depth” stories are designed for social-first consumption - whether you click a link or not.
The Print and Scroll.in regularly publishes crisp carousels and X threads that summarise complex issues without requiring you to leave the app. You're not just teased with a headline - you’re informed right there.
Meanwhile, Mojo Story (led by Barkha Dutt) shows what a journalist-led, social-first outlet looks like. Her YouTube Lives and Instagram interviews are often the primary source of news and analysis for thousands, especially during major events like elections, floods, or social movements.
Then there’s @nowthisnews, which was practically born on social media. Their bite-sized news videos are designed only for feeds - no redirection, no “read more here.” The full story is right in front of you, tailored for someone who only has 30 seconds before switching apps.
Even legacy outlets are adapting. BBC News runs tailored Instagram Stories with polling features and Q&As. NPR publishes explainer threads on X that work as standalone stories. They’ve realized if people won’t come to the site, the site needs to come to them.
It’s not just media houses that are adapting - individual journalists are building powerful personal brands, too.
Look at Faye D’Souza. Her Instagram is basically a one-woman news channel. She breaks down complex issues like policy decisions, legal verdicts, or election updates in simple, engaging formats - with none of the noise and sensationalism of primetime.
Samdish Bhatia, formerly with ScoopWhoop and now doing his own thing on YouTube, mixes humor with sharp interviews. His content feels like a conversation, not a lecture - and that makes it shareable, even among people who usually “don’t follow the news.”
Then there’s The Deshbhakt, run by Akash Banerjee—a satirical news and commentary platform that’s grown into a full-fledged alternative media brand. With YouTube explainers, meme-driven takes on current affairs and live Q&As, The Deshbhakt uses humor and relatability to cut through political jargon and engage younger, digital-first audiences. It’s political commentary made entertaining—without compromising on substance.
And of course, Ravish Kumar - a name long associated with serious, fearless journalism. After stepping away from mainstream TV news, he now runs his own YouTube channel where he continues to do what he’s best at - in-depth, no-frills reporting that prioritizes people over power. His digital presence is proof that legacy journalists can evolve without losing their voice, authority, or audience - if anything, his community is stronger and more engaged than ever.
So what’s the lesson here?
News consumption has gone from appointment viewing to snackable content. We can’t expect people to come searching for our websites anymore - we have to show up where they already are. That means asking:
Can this story be explained in a 60-second reel?
Does it work as a carousel with context and quotes?
Should I answer questions in the comments or go Live with an expert?
It’s storytelling, adapted. It’s not about "dumbing down" the news - it’s about reformatting it and making it easier to consume, in the places where people actually are. Because in today’s world, if we don’t go to them - they’re not coming to us. Simple.
