As we enter 2025, the landscape of local media and publishing continues to evolve at a dizzying pace. Awareness of and response to these changes are crucial for publishers and content creators who want to thrive in an increasingly competitive digital arena. At TFD, we’re always discussing these shifts and are ready to share our predictions for 2025. These insights reflect our dedication to keeping our clients informed and our curiosity about what comes next. Let's explore what 2025 may hold for the media industry.
Search Will Still Thrive in 2025
Despite the advancements in AI-driven content tools, search engines will remain the primary traffic driver for publishers throughout 2025. While AI overviews may divert some search queries, especially as the year progresses, platforms like Google News and Google Discover will remain vital in directing top-of-funnel traffic to media sites. This enduring relevance underscores the importance of search engines in the digital ecosystem.
Watch for a Local News Renaissance
The diminishing trust in legacy media, exacerbated in 2024, will create a unique opportunity for local news and lifestyle publishers in 2025. I predict these entities will leverage their independence and employ growth tactics similar to those used by individual creators—producing viral, niche content that resonates with today's discerning audiences.
Publishers Embrace High-Value Memberships
Publishers will experiment with high-value membership programs targeted at wealthier segments of their audience. Offering exclusive content, events, and a sense of community, these premium packages will cater to consumers ready to pay for enhanced, personalized experiences. This approach not only diversifies revenue streams but also deepens audience engagement.
Don’t Sleep on Podcasts
Podcasts will continue to be a dominant force in the media ecosystem through 2025. More local news and lifestyle publishers will embrace this format, launching their own podcast series to capitalize on audio content's engaging and personal nature. This shift represents a strategic move to meet listeners wherever they are, reinforcing the intimacy and immediacy that make the podcast format so compelling.
Platforms Will Increasingly Decenter Fact-Based News From Algorithms
In 2025, major tech platforms will continue in the paths they've previously tested in other countries by decentering news from their algorithms. This trend will likely accelerate as returning political figures exert more influence over big tech. As algorithms increasingly prioritize lifestyle content over news, lifestyle publishers may benefit, while fact-based political reporters face even greater challenges.
Privacy Can’t and Won’t Stop
More privacy laws are coming from email marketers. In recent years, we’ve seen the introduction of DMARC and Apple’s Mail Privacy Protection, which required a shift in how marketers view engagement metrics. As new regulations continue to emerge, it’s essential to prioritize healthy, transparent sending practices now. The inbox will only become more challenging to access, and I believe we’re just beginning to see the wave of privacy regulations designed to protect it.
Publishers 🤝 Creators
Another trend to watch is the growing collaboration between publishers and content creators. As the quest to capture the attention of younger audiences intensifies, publishers will increasingly form formal sponsorships with emerging creators. These partnerships will allow publishers to leverage the creators' niche influence, community trust, and engagement, offering fresh opportunities to expand their audience base and advertiser appeal.
The Potential for Massive Social Media Shifts Looms Large
With the potential TikTok ban on the horizon and a review by the Supreme Court scheduled for January 10 (get your popcorn ready), we may be on the verge of a significant disruption in the social media landscape. If the ban goes through, expect a mass migration of audiences to alternative platforms. Instagram, YouTube, and Snapchat will likely absorb the bulk of this exodus. If it doesn’t go through, expect the platform to continue to grow and dominate our attention in 2025. Your guess is as good as mine at this point.
Meta is increasingly polluted with AI content that farms engagement. Instagram and Threads filter out political content, and Twitter/X continues to implode, with users leaving for Blue Sky en masse over the last quarter. The social media landscape keeps fracturing as new, niche networks pop up. Publishers won’t be able to keep up with community engagement on all platforms, so choose wisely on what platforms you dedicate your time to in 2025.
The trajectory of the media industry is dynamic and chaotic at times. Going into 2025, we at TFD remain committed to adapting to these changes and providing our clients with the strategic insights and tools needed to survive and thrive.