# How Southeast Asian Newsrooms Can Engage Gen Z Through Creator Strategies Traditional media outlets are adopting creator-led content styles to regain relevance among younger demographics. - **Source:** [South China Morning Post – Asia](https://www.scmp.com/news/asia) - **Published:** 2026-11-12 - **Topic:** [careers](https://brifing.si/c/careers) - **Original article:** - **On Brifing:** https://brifing.si/s/fe201b51-071b-4692-9772-d3d21a2b651b ## Shifting Media Credibility Paradigms Iqbal Fatkhi, editor-in-chief of CiliSos Media, argues that traditional journalism often alienates younger audiences. By moving away from polished, formal broadcasts, newsrooms can foster deeper connections. This approach suggests that perceived informality actually builds more authentic credibility with Gen Z viewers who prioritize relatable, conversational content over rigid professional standards. ## The Creator-Led Content Model Content creators prioritize personal narratives and direct engagement, which contrasts sharply with institutional news delivery. Fatkhi emphasizes that newsrooms must adopt these creator-centric tactics to remain competitive in a crowded digital ecosystem. This shift requires journalists to abandon traditional scripts in favor of videos that mirror the tone of social media. ## Language and Tone Adaptation Formal language is frequently viewed as a barrier to entry for younger demographics in Southeast Asia. By utilizing vernacular and conversational styles, media portals can bridge the gap between complex reporting and daily life. This linguistic pivot is essential for news organizations aiming to capture attention in a fast-paced digital environment. ## Redefining Professionalism in Journalism The irony of modern media is that looking less formal can lead to higher audience trust. Newsrooms are learning that high-production value does not equate to high engagement. Instead, raw, authentic video formats allow creators to build a community-based relationship that traditional, distant news outlets have struggled to maintain for years. ## Digital Audience Retention Challenges Newsrooms across Southeast Asia face significant hurdles in retaining Gen Z readers who prefer decentralized content sources. Traditional outlets are now forced to re-evaluate their distribution strategies to avoid obsolescence. By analyzing creator success metrics, these organizations are attempting to replicate the viral nature of independent content while maintaining journalistic integrity. ## Strategic Pivot for Newsrooms The transition toward creator-led formats involves a fundamental change in organizational culture and editorial workflow. Newsrooms must empower individual journalists to act as creators rather than just reporters. This transformation requires a departure from top-down editorial control, allowing for more personality-driven storytelling that resonates with the specific habits of younger users. ## Impact of Informal Storytelling Informal storytelling does not necessarily mean sacrificing factual accuracy or depth of reporting. It simply means repackaging information in a format that fits the consumption habits of Gen Z. As media consumption shifts toward short-form video, newsrooms that fail to adapt their delivery style risk losing their influence over future generations. ## Future of News Consumption The long-term viability of news organizations depends on their ability to integrate creator-led strategies into their core operations. As the line between journalism and content creation blurs, the most successful outlets will be those that balance professional rigor with the accessibility of modern digital creators. Adaptation remains the primary survival mechanism. ## Sources covering this story - https://www.scmp.com/week-asia/lifestyle-culture/article/3374091/what-southeast-asian-newsrooms-struggling-attract-gen-z-can-learn-creators — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._