However, the feed’s algorithmic nature means results can be unpredictable, requiring constant monitoring.
Video & Social Media
Video platforms like YouTube, TikTok, and Instagram are essential for publishers who want to connect with younger audiences.
The Reuters Institute reports that publishers plan to invest more in these platforms, with YouTube (+52%), TikTok (+48%), and Instagram (+43%) showing the biggest increases in focus.
Short-form videos are effective for engagement, but they have challenges. Making quality videos requires resources, and earning money on platforms like TikTok is hard.
For publishers, this means creating strategies optimized for each platform’s algorithm while driving traffic back to your websites or apps.
Cross-Team Collaboration
The Reuters Institute stresses the need for cross-team collaboration. As newsrooms adopt more AI tools, teams will need to work together to streamline content creation.
For instance, AI tools like automated headlines and fact-checking can enhance workflows. However, they depend on support from editorial teams, which many publishers find challenging.
Fostering good relationships between different departments will be necessary for continued success.
Broader Context
The Reuters Institute’s findings match those in the NewzDash 2025 News SEO Survey. They both highlight AI disruption, Google Discover, and a lack of resources as major challenges.
Together, these reports show an industry facing rapid change.
The key takeaways for publishers and SEO professionals are: embrace AI-driven search, make the most of Google Discover, and focus on video and social media platforms.
Featured Image: Inside Creative House/Shutterstock