The 2026 Creator Predictions Newsrooms Need to Read

Apologies for the slightly later-than-usual Thursday landing in your inbox, I'm wrapping up work before heading out for some skiing over the MLK long weekend. But before I disconnect, I wanted to make sure you got this week's edition.

This week, I'm reflecting on the Reuters Institute's 2026 predictions report, which includes some crucial insights about creators in journalism.

Let's dive in.

The Reuters Institute Gets It: Creators Are Here to Stay (And Newsrooms Need a Plan)

The Reuters Institute's 2026 Journalism, Media and Technology Trends and Predictions report dropped this month, and the section on creators is worth your attention, not because it says anything shocking, but because of who's saying it.

When the Reuters Institute includes creators as a major trend for 2026, it signals that this conversation has moved beyond early adopters and innovation teams. This is mainstream journalism strategy now.

The data is clear: creators are becoming a permanent fixture in how audiences consume news. But the report also raises the questions that matter about verification, accuracy, and what happens when reach outpaces standards. Industry leaders surveyed for the report acknowledge that while creators offer unprecedented access to younger audiences, newsrooms remain uncertain about how to build these partnerships without compromising editorial integrity.

This tension is exactly what we've been navigating in our work. The newsrooms seeing success aren't the ones treating creator partnerships as marketing initiatives or distribution experiments. They're the ones building actual frameworks, clear guidelines around standards, transparent disclosure practices, authentic engagement models, platform-native content approaches, and a commitment to public service journalism.

The Reuters predictions confirm a shift we've been tracking for a bit. Newsrooms can no longer afford to view creator partnerships as optional. Publishers increasingly recognize that traditional distribution channels aren't reaching the audiences they need to serve. Social algorithms don't favor news organizations. Email open rates continue declining. Young audiences aren't coming to homepages.

But they are following creators.

So how do you do this the right way? The report acknowledges concerns about misinformation and lack of standards, but here's what's encouraging: those concerns are solvable. They're solvable when newsrooms approach creator partnerships with the same rigor they apply to any editorial relationship.

What I found most interesting in the report is the recognition that creators aren't replacing journalists, they're filling a distribution and engagement gap that legacy models can't address. The newsrooms that understand this distinction are the ones building sustainable partnerships.

If your newsroom hasn't had a serious conversation about creator strategy, the Reuters report makes it clear: you're behind. But more importantly, the industry is starting to develop the language and frameworks to have those conversations effectively.

Worth reading the full report if you're thinking about your 2026 strategy. The creator section is just one part, but it's the one that will likely determine whether your journalism actually reaches the audiences who need it.

Creator-News Crossover

I'm thrilled to share that I'm joining the advisory board for WAN-IFRA's NewsCreatorExchange initiative.

This is significant not just personally, but for where the industry is headed. WAN-IFRA (World Association of News Publishers) represents publishers from over 120 countries. When they launch an initiative specifically focused on newsroom-creator partnerships, it signals that this work has moved from experimental to essential on a global scale.

The initiative brings together newsrooms and creators internationally to develop sustainable, ethical partnership models. Unlike one-off case studies or theoretical frameworks, NewsCreatorExchange is focused on creating practical resources that publishers can actually implement, regardless of their size, market, or resources.

In a recent interview with WAN-IFRA, I talk about one of the biggest mistakes I see newsrooms make: "When you treat creators as just a distribution channel, you kill the partnership before it starts. Creators are storytellers, community builders, and trusted voices."

This isn't semantic nitpicking. The language newsrooms use internally shapes how they approach partnerships. When a creator is reduced to a "channel," they're positioned as a tool rather than a collaborator. And creators can tell the difference immediately.

If you're working on creator partnerships at your organization, keep an eye on what NewsCreatorExchange builds this year. This is where industry standards are being set. I'll be speaking at WAN-IFRA's World News Media Congress in Marseille later this year, and I'm hoping to see some of you there.

The Partnership Watch

As newsrooms experiment with creator collaborations, it's worth revisiting the work Public Source did in Pittsburgh with their creator-driven community mapping project with help from us. I've referenced this case study in several consulting conversations recently because it demonstrates what's possible when newsrooms move beyond transactional creator relationships.

Public Source is a nonprofit newsroom serving Pittsburgh and Western Pennsylvania. Like many regional outlets, they were grappling with a familiar challenge: how to reach communities they were covering, particularly younger audiences and communities of color who weren't engaging with traditional journalism formats.

Rather than viewing creators as promotional tools to amplify existing coverage, Public Source approached them as community storytellers with unique insights and access. The partnership centered on a collaborative mapping initiative that documented community experiences and perspectives around specific local issues.

Public Source reached audiences they'd been struggling to engage. But more importantly, the journalism was better. The mapping project captured perspectives and stories that likely wouldn't have emerged through conventional reporting.

The Public Source example demonstrates that when newsrooms approach creators as collaborators rather than contractors, the journalism improves. But it also required PublicSource to let go of some control and  trust that creators could uphold editorial standards without losing their authentic voice.

That's the tension most newsrooms are navigating right now. The ones succeeding are the ones willing to invest in genuine partnerships, not just distribution deals.

If you're considering a creator partnership, study what Public Source did. Not to copy it exactly as  your community and needs will be different but to understand the mindset that made it work.

What We're Working On (and Reading)

Currently reading: The Project C/Video Consortium's "Rise of the Creator Journalist" report, which examines how video-first creators are reshaping news distribution and storytelling.

Client work: We're still taking on consulting clients for 2026. While creator partnerships are our specialty, our work extends beyond just collaboration frameworks, we also train newsroom staff to produce and appear on camera effectively.

Many newsrooms recognize they need video content but have staff who are excellent writers and reporters, not natural on-camera talent. We help bridge that gap. Our training covers everything from basic camera comfort to platform-specific content creation to building a sustainable video production workflow.

If your team is building a video-first strategy, launching TikTok or Reels content, or just needs help being comfortable in front of the camera, let's talk. The technical skills are learnable, but confidence on camera requires practice and feedback.

We're also continuing to work with newsrooms on creator partnership strategy — from identifying the right creators for your audience to building sustainable collaboration models to measuring success beyond vanity metrics.