Social media platforms are playing an increasingly central role in how Australians access news and how publishers reach audiences, according to new research that highlights the growing importance of social channels in news advertising strategies.
Findings from the Digital News Report: Australia 2025, released by the University of Canberra’s News and Media Research Centre, show that platforms such as Instagram, TikTok and YouTube are reshaping news consumption patterns, particularly among younger Australians.
The report found that Instagram and TikTok are now leading sources of news for younger audiences, with 40 per cent of respondents using Instagram for news and 36 per cent turning to TikTok.
The research points to a continued shift away from traditional news websites as primary entry points, with social platforms increasingly acting as gateways to news content. This change has significant implications for advertisers and news organisations, as audience attention becomes more fragmented and platform-driven.
According to the report, social media is no longer simply a referral channel but is becoming embedded in the distribution strategies of many media outlets.
News organisations are increasingly publishing native content directly on social platforms to maintain visibility and engagement, adapting formats to suit short-form video, vertical feeds and algorithm-driven discovery.
This shift is also influencing how news advertising is delivered. Rather than relying solely on display advertising on owned websites, publishers are experimenting with branded content, video advertising and platform-specific partnerships designed to align with social media consumption habits.
Advertisers, in turn, are following audiences onto these platforms, seeking environments where news content intersects with high levels of engagement.
The report suggests that best practices for news brands advertising on social media include tailoring content to platform-specific formats, prioritising video and mobile-first storytelling, and maintaining editorial credibility while adapting to informal and fast-moving feeds.
Transparency and clear labelling of sponsored content are also identified as important factors in maintaining trust among audiences.
Researchers note that while social platforms offer expanded reach, they also present challenges, including reduced control over distribution, reliance on algorithms and increased competition for attention.
As a result, publishers face ongoing decisions about how to balance platform dependence with sustainable revenue models.
The findings underscore a broader transformation in Australia’s digital media landscape, where social platforms are becoming integral to both news consumption and advertising.
As audience behaviours continue to evolve, the report indicates that the role of social media in news advertising is likely to expand further, requiring continued adaptation by publishers and advertisers alike.
Source:
University of Canberra, Digital News Report: Australia 2025.