Stories
Formats
Formats
A Balance Between Empathetic
and Fact-Oriented Reporting
and Fact-Oriented Reporting
Platforms Suitable for Young and Older Audiences
Solution-Oriented Stories to Foster the Dialogue
Context for Constructive Engagement
Older Audiences Are Highly Vulnerable
to Emotion-Driven False Narratives
to Emotion-Driven False Narratives
Using Micro-Influencers
Stories Formats
Stories engagement varies by age, with older audiences preferring in-depth formats like podcasts, while younger audiences are drawn to visually driven, concise stories like videos and infographics.
Recommendation
Tailor story formats to the preferences of different age groups to ensure that complex topics are accessible and engaging for all.
Case Study
Our partner from Hungary sought to expand its reach beyond the usual audience by addressing European GMO regulations, Hungarian food safety concerns, and Russian-influenced state propaganda manipulating these topics. They effectively reached Young Waverers and older audiences by providing expert insights and detailed analyses. Older audiences exhibited higher engagement with comprehensive articles, while younger audiences responded more positively to multimedia elements such as infographics and videos, which made complex topics more accessible.
A Balance Between Empathetic and Fact-Oriented Reporting
Engaging the Disempowered & Disengaged requires a careful balance of empathetic storytelling (telling individuals' stories in their own words) and fact-oriented reporting to address deeply entrenched misinformation, particularly on sensitive topics like vaccination.
Recommendation
To effectively engage the Disempowered & Disengaged:
- While addressing misinformation directly, ensure the tone is compassionate and avoids alienating and patronizing the audience.
- Consider using platforms like Facebook, where this audience is more active, but tailor stories to encourage reflective rather than reactive engagement.
- Use real-life examples and storytelling centering human stories to bridge the knowledge gap and foster a more constructive dialogue. This approach helps to build empathy and counteract misinformation more effectively than data-driven formats alone.
- Focus on stories that blend empathetic storytelling with clear, factual information.
Case Study
Our partner from Romania tackled vaccination misinformation among the Disempowered & Disengaged by using expert interviews and detailed articles. They directly addressed common myths, aiming to build trust and counteract widespread misinformation through long-form pieces. The project revealed challenges in engaging this audience, especially on platforms like Instagram and TikTok. While videos addressing vaccine misinformation achieved high reach on Facebook, they often attracted polarized and toxic comments. However, posts that combined empathetic storytelling with factual reporting saw more constructive engagement. One particularly effective post, which highlighted the impact of misinformation on children and criticized dishonest politicians, received more 'sad' reactions than angry or ironic ones, indicating a more reflective response from the audience.
Platforms Suitable
for Young and Older Audiences
for Young and Older Audiences
Video stories on TikTok are particularly effective in engaging younger audiences and fostering meaningful discussions, while Facebook is more effective for reaching older audiences.
Recommendation
- To effectively address conspiracy theories and sensitive topics, prioritize the use of video stories on TikTok to engage younger audiences, leveraging the platform's reach and interaction potential.
- Simultaneously, maintain a presence on Facebook to engage older audiences. Ensure that stories provide balanced, factual context to foster constructive dialogue and reduce the spread of misinformation. Consider using a mix of platforms to reach a diverse audience while tailoring the story format to the platform's strengths.
Case Study
Our Romanian partner tackled the "Great Reset" conspiracy theory by offering balanced, context-rich reporting that explained the origins and implications of the theory. They utilized detailed articles and explanatory videos, incorporating expert opinions and historical context. The project found that TikTok was the most effective platform for reaching and engaging younger users. Meanwhile, Facebook posts saw higher engagement from older audiences. The use of factual context in the stories helped reduce the percentage of non-constructive comments and encouraged more meaningful discussions.
Solution-Oriented Stories to Foster
the Dialogue
the Dialogue
Showing positive examples of change in the societies regarding the sensitive topics foster constructive engagement from the audience.
Recommendation
- Focus on highlighting successful policies and positive outcomes, for example by comparing to different countries or regions
- Use emotionally resonant storytelling combined with factual reporting to emphasize these successes, which can foster constructive dialogue and counter divisive narratives. Promote these stories on relevant platforms to reach a broad audience and maximize its impact.
Case Study
Our Romanian partner aimed to address anti-migrant disinformation by featuring stories about the employment and integration of Ukrainian refugee doctors in Romania and Poland. Together with Science+, it produced a multimedia series that highlighted success stories. It blended video and texts, including interviews with health officials and personal stories of doctors. The project successfully reached a broad audience, particularly engaging women aged 45-64. The stories emphasized the effective policies in Poland and Moldova regarding integrating Ukrainian refugee doctors. It received positive feedback and expanded the project's digital footprint on Facebook and YouTube.
Context
for Constructive Engagement
for Constructive Engagement
Providing detailed context is essential for managing audience reactions and fostering constructive engagement, particularly when addressing ideologically charged topics like the Green Deal on different platforms.
Recommendation
- For younger audiences, particularly on platforms like Instagram and TikTok, consider using formats like animation that resonate emotionally while still providing essential context to guide the conversation.
- For older audiences on platforms like Facebook, prioritize detailed context to encourage constructive engagement. Testing different formats, as seen with the success of animation-only videos, can also help in refining the approach to maximize impact.
Case Study
Our Czech partner tackled misleading information about the Green Deal by presenting it from the perspective of European Union law in a clear and factual manner. They employed a multi-format approach, including an audio interview distributed as a podcast, an edited text transcript posted as an article, and a graphic video designed for TikTok. The project aimed to reach diverse audiences, with a focus on younger viewers on TikTok and older audiences through Facebook-promoted posts. The project revealed that younger audiences on Instagram engaged more emotionally, often using strong language when context was lacking, while older audiences on Facebook responded more constructively when detailed context was provided. This demonstrated the importance of tailoring stories and providing adequate context to effectively manage audience reactions across platforms.
Older Audiences
Are Highly Vulnerable to Emotion-Driven False Narratives
Are Highly Vulnerable to Emotion-Driven False Narratives
Older members of the disempowered & disengaged audience, particularly those aged 50+ in rural areas, are highly vulnerable to emotion-driven false narratives due to their limited awareness of complex topics. Their engagement can be effectively increased through explanatory journalism that resonates with their values.
Recommendation
- Focus on creating explanatory journalism tailored to this older audience, using clear visuals to make complex topics accessible and relatable.
- Tap into their patriotic values by highlighting stories that show national success and positive contributions, such as advancements in green energy or the benefits of migration. This approach will help counteract false narratives and foster a more informed and engaged audience.
Using Micro-Influencers
Collaborating with micro-influencers and key figures within target communities can significantly enhance engagement and generate constructive responses.
Recommendation
- To combat news fatigue and increase engagement, newsrooms should collaborate with micro-influencers and key figures within target communities. These partners can help amplify the message and reach audiences more effectively.
- Additionally, tailor stories to focus on aspects of major stories, such as the war, that resonate with the audience's personal interests, thereby maintaining their engagement and fostering a more constructive dialogue.
Case Study
In a Science+ co-produced story by our Czech partner newsroom, a video featuring the head of a foreign doctors' organization garnered the most constructive responses. After the speaker shared the reporting on her personal social media platforms, it attracted significant support from Ukrainian doctors and others dissatisfied with the medical examination process in Czechia. This example demonstrates the effectiveness of partnering with micro-influencers and key figures within the community to amplify the impact of the campaign. It also showed how focusing on angles overlapping with the audience’s interests can offset the news fatigue.