Let’s get real: news products aren’t keeping up with the way people consume content today. Mobile isn’t just the future—it’s already here, dominating how audiences engage with media. Yet, most news platforms fail to make the leap from being mere content repositories to becoming indispensable daily habits.
What’s happening? Users pop in occasionally, skim a headline, and disappear. There’s no stickiness, no reason for them to stay or come back. Publishers are stuck in a small bubble of engagement, while the majority of their audience reads their content elsewhere—on platforms they don’t own or control.
This isn’t just an inconvenience; it’s a serious threat. When you don’t own the relationship with your audience, you’re not just losing control—you’re losing growth. The products being offered today aren’t creating enough engagement, retention, or loyalty. And without these, your potential to expand remains limited.
The solution is clear: publishers must innovate. It’s not about throwing more content at your audience; it’s about rethinking how they connect with it. Your news product needs to foster habits, build loyalty, and—most importantly—take back control of the user experience. The question isn’t whether to change—it’s how quickly you can make it happen.
Engagement is key to drive real growth
Here’s the uncomfortable truth: without engagement, your news product is just another fleeting tab in someone’s browser. The subscription model doesn’t stand a chance if your users aren’t actively interacting with your content. People won’t pay for something they rarely use, and they definitely won’t renew it.
Social media platforms have already shown us how it’s done. They’ve turned engagement into an art form, creating spaces where conversations, debates, and sharing thrive. They’ve mastered the human need for connection, all while monetising these interactions. The twist? They don’t even need to create the content. They’ve built a thriving community layer on top of the journalism you’re already producing.
This is where publishers are losing the game. In an era where data rules, relying on third-party platforms is like handing over your keys and asking for a ride. They might give you reach, but they also strip away your control. These platforms act as middlemen, obscuring the insights and relationships that should be yours to own.
Engagement isn’t just a buzzword—it’s the foundation of real growth. And if publishers don’t prioritise owning and fostering it, they’ll always be chasing the platforms that do.
The untapped opportunity for publishers
Here’s the big question: why can’t news products embrace social dynamics the way platforms like Facebook and Twitter do? The answer is—they can, and they must. Publishers have a unique opportunity to integrate a community layer into their offerings, regaining direct access to their audience. This isn’t just about reclaiming control; it’s about unlocking the potential for personalised experiences, targeted monetisation, and a deeper, more meaningful connection with users.
But let’s be clear—this isn’t about slapping a comment box at the end of your articles. That’s the old playbook, and it doesn’t work. The opportunity lies in building a community-first layer, one that sits at the heart of your product. It should feel natural to users, mirroring the social patterns they’re already familiar with while creating a space that’s entirely your own.
This shift transforms passive readers into active participants. Your audience isn’t just consuming content; they’re contributing to it, engaging with it, and connecting with others around it. The result? A dynamic, loyal ecosystem built around your journalism.
This isn’t just beneficial—it’s the future of digital news. The question is no longer whether publishers should make their products more social—it’s how quickly they can adapt to this necessity.
Engagement isn’t optional; its the engine
A community doesn’t just bring people together—it transforms how they engage. News consumption shifts from being solitary and passive to shared and participatory. When users can share opinions, join discussions, and contribute their own content, they don’t just consume—they invest. That investment creates loyalty, the kind you can’t achieve with headlines alone.
In today’s mobile-first world, empowerment drives engagement. Your audience expects products that make them feel heard and valued. A platform that empowers subscribers to participate meaningfully will always outperform one that treats them as mere spectators.
Loyalty lives in the collective
Communities aren’t just about connection; they’re about identity. Users don’t just return to platforms for news—they come back for the ongoing conversations, the reactions to their contributions, and the relationships they’ve built. This emotional investment ties their loyalty not just to the content but to the community itself.
Why stop there? Imagine allowing subscribers to interact not just with your editorial team but with one another. Imagine giving select subscribers influencer-like roles on a platform you own and control. The potential isn’t just to build loyalty—it’s to make your platform indispensable.
Monetising beyond ads and subscriptions
When you own the space where conversations happen, you unlock new monetization possibilities. Sponsored discussions, premium content for community members, or targeted ads within conversation threads—these are just the beginning.
A community-driven platform does more than sustain existing revenue streams; it accelerates them. Subscriptions become stickier when tied to an active community. Advertisers pay a premium to access engaged, self-organizing audiences.
Data that’s yours; and your alone
Here’s the hidden superpower of community: the data. Every conversation, every post, every interaction is a signal. These insights give you a direct line into your audience’s preferences, pain points, and passions.
This is first-party data in its purest form. No middlemen, no third-party gatekeepers—just actionable insights that drive smarter strategies and better content. And in an era where privacy regulations are tightening, owning your data isn’t just smart; it’s essential.
The future of news is community-driven
Let’s not mince words: adding social and community elements to your news platform isn’t optional anymore—it’s essential. If you want to thrive in today’s digital landscape, you need more than just great content. You need loyal audiences, active engagement, and direct relationships with your users. That’s what a thriving community delivers.
Communities don’t just enhance user experience; they transform it. They create spaces where readers become participants, where loyalty becomes second nature, and where revenue isn’t just sustained—it grows. This isn’t about keeping up with trends; it’s about future-proofing your business.
So, let me ask you: How are you rethinking engagement for your audience? What role will communities play in your platform’s next evolution?
Let’s build something transformative together. Ready to talk? Book a demo and let’s turn this vision into reality.
