Twipe Insights
User-centered strategies & innovative approaches to combat news avoidance
News and information in general are more accessible than ever. Despite this, many people choose to tune out. With nearly four in ten individuals avoiding the news and a 10% increase in news avoidance since 2017, according to the Digital News Report 2024, there is a clear challenge for publishers: How to re-engage an audience that feels overwhelmed and disconnected?
One answer might lie in innovative products and a genuine willingness to experiment. Inanna Lallerstedt, Senior Product Manager at Svenska Dagbladet (SvD), played a key role in launching SvD Kompakt, an innovative news product that has helped the Swedish newspaper gain new subscribers. We spoke with Inanna to uncover the key factors to build a successful news product and how to maintain a user-centric mindset to tackle news avoidance.
Understanding the rise of news avoidance
News avoidance can be split into two categories: continuous avoidance, where individuals steer clear of news entirely, and selective avoidance, where people skip specific topics. The Reuters Institute found that over a third of people often avoid the news because it is depressing, irrelevant, or hard to understand. A respondent from the UK summed it up: “World news is far too depressing at the moment, with most news channels reporting on the same things.”
This growing trend is problematic for publishers, especially when subscription growth is slowing down and new audiences need to be reached. To address this, media outlets must make news more engaging, accessible, and relevant—without overwhelming the reader.
A user-centric approach to develop SvD Kompakt
Inanna emphasizes that keeping the user in focus is the cornerstone of building successful news products. “It’s crucial to truly know your users and identify the problems they face,” she explains. “Knowing what problems to solve and how your product should be perceived is a good start.”
This user-centric approach was key to the development of SvD Kompakt. SvD recognized that they needed to engage a younger audience and people who tend to avoid the news.
Her team’s solution, SvD Kompakt, provides concise, anxiety-free news for readers wanting to stay informed without feeling overwhelmed. Since its launch in September 2023, SvD Kompakt has attracted 50,000 subscribers a year later, 60% of whom are entirely new to SvD.
Hyper-personal formats: The future of news?
Inanna points out a key trend shaping the future of news: hyper-personalization. As the line between product and editorial continues to blur, media organizations increasingly turn to AI to deliver content tailored to individual preferences. “Hyper-personal formats will change how we think about news,” she predicts.
News apps and platforms are already using algorithms to curate content based on user behaviour, a trend that will only grow as audiences demand more personalized and relevant information. This shift will require cross-functional collaboration between editorial teams and product developers, ensuring that news products are informative and tailored to meet users’ needs.
Lessons from other publishers: Re-engaging audiences
SvD are not the only ones focused on battling news fatigue and meeting new audiences—other publishers are also finding innovative ways to do so. Simplifying content, listening to audience needs, and experimenting with diverse platforms can be valuable tactics to employ.
VierNull’s daily newsletter takes a similar approach by delivering one main story with a clear, concise structure, helping busy readers stay informed without feeling overwhelmed. This approach works because providing a single, well-structured story helps readers focus on what truly matters, enhancing their ability to stay informed without feeling overwhelmed. TLDR News simplifies political issues like Brexit into short, engaging explainer videos. This approach appeals to younger audiences, who prefer easily digestible, fact-based content. Younger audiences prefer video content that can be consumed rapidly. By addressing their preference for concise and visually appealing information, TLDR News effectively reduces the barriers to news consumption.
Le Monde took an innovative approach by hiring young journalists to create content for TikTok and Instagram. This strategy allowed them to reach over 1 million followers on TikTok and 2 million on Instagram, engaging younger audiences where they are. Dagbladet in Norway has also tapped into TikTok, creating short, platform-specific news videos aimed at Gen Z.
Understanding your audience and adapting content accordingly is essential for growth. Die ZEIT’s Plan D invites readers to submit their problems, which the news team investigates. When audiences see their concerns reflected in the news, they are more likely to engage and trust the publication. This participatory model enhances relevance and responsiveness to reader needs. This participatory journalism engages readers directly in the news process. Similarly, Daily Maverick grew its audience by 25% after improving its newsletter strategy and optimizing breaking news delivery based on data insights from a reader survey. Personalizing content based on audience feedback ensures that newsletters meet subscribers’ specific needs and interests, enhancing satisfaction and loyalty.
Audiences are growing weary of divisive political coverage. ZDF’s “13 Fragen” show fosters civil discussions on controversial topics, offering a respectful space for debate. By avoiding sensationalism and focusing on respectful debate, “13 Fragen” appeals to viewers seeking meaningful and balanced political discussions, reducing the alienation caused by confrontational news coverage. The popular podcast “The Rest is Politics” focuses on constructive political dialogue. Constructive dialogue promotes a deeper understanding of political issues without the hostility accompanying divisive coverage, making political news more palatable and engaging for listeners.
A multifaceted approach to re-engagement
Reversing news avoidance requires a multifaceted and balanced strategy. SvD Kompakt’s user-centric approach to innovation is an important step in learning more about tackling news fatigue.
Maintaining quality and user-friendliness across diverse audiences is crucial. Tailoring content to different demographics requires understanding their unique needs and motivations. This involves adapting formats and delivery channels. Balancing these elements ensures varied audiences are catered to without fragmenting the news ecosystem or alienating any group.
Additionally, publishers should focus on knowing their audience and adapting content effectively rather than tailoring it to each segment. While personalization can boost engagement, it must not create echo chambers or limit diverse perspectives. Instead, news organizations should offer a range of content that appeals to different tastes while maintaining comprehensive and unbiased reporting.
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