Concluding our series on those who engage with news stories via social, today we examine which types of people/organizations they say they ‘follow’.

Unsurprisingly, Social News Consumers are 37% more likely than average to follow news/media organizations. But even with this over-index, that still means that over half of them are not doing this.

With that in mind, the reach of re-posting becomes clear – from friends and contacts but also public figures. In fact, this group is 63% more likely to be following journalists or TV presenters and, although engaging these influencers can mean publishers lose the ability to control how their content is presented, they represent a crucial way to optimize the reach of news content.

Crucially, news organization accounts are most popular among 55-64-year-old Social News Consumers. In contrast, younger users lead for following other types of accounts – emphasizing the importance of sharing when it comes to reaching the coveted younger demographics.

59% of Social News Consumers Not Following News AccountsExplore data in PRO Platform

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Written by

Chris is a Senior Trends Analyst at GlobalWebIndex. Moving to the company in 2017 after working in publishing, he produces blogs, infographics and reports on the most pressing topics in the worlds of technology, marketing, and many others.

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