Written by:
Alexandra Borchardt
Simon Berlin from Social Media Watchblog shares tips on how to build a genuine community, which metrics really matter, and which platforms are best suited to reaching audiences with journalism.
“Anyone starting a business in 2026 and relying on business models dependent on Google or social traffic would be better off playing the lottery.”
The current data is clear: if you want to reach people with journalism, the most effective way is through the platforms they use. According to the Reuters Institute’s Digital News Report, these are primarily Facebook, YouTube, and Instagram across all generations, with TikTok showing the strongest growth. At the same time, observers warn that average usage time on these platforms is declining. Young people in particular are increasingly frustrated with their own social media consumption. Hate and hate speech are on the rise, and there are political efforts underway to restrict children’s access to social networks. Alexandra Borchardt asked Simon Berlin from Social Media Watchblog how founders should position themselves in this complex environment.
Which social media platforms will founders of media brands not be able to ignore in 2026 – and why?
Bold thesis: none at all. To launch a journalism venture, you need people who appreciate what you do. The first prerequisite for building a community is attention. That can be generated through podcasts, newsletters, blogs, events – or through social platforms. The crucial question is: where can I reach people who could become loyal supporters?
TikTok, YouTube, Instagram, and Facebook are suitable for audiences ranging from young to old – in that order. In the past, so-called decision-makers and multipliers were active on Twitter; today’s X is no longer relevant for many. These audiences are now most likely to be found on LinkedIn. I also believe the potential of Twitch, Reddit, and Discord is underestimated. These platforms are growing rapidly in Germany and allow for successful community building. You won’t mobilize large audiences on Mastodon or Bluesky, but that may not be necessary. The Fediverse can be particularly valuable for niche topics.
Before spreading yourself across five platforms, however, you should concentrate your resources. If you take social media seriously, it is not a one-way street – it requires significant effort. It’s not enough to invite dialogue at the end of a reel; you also need to respond to comments and questions regularly. That takes time, but it builds lasting relationships. People who receive personal responses feel valued. Many publishers broadcast more than they interact, which creates opportunities for media outlets willing to actively engage with their audience.
Financial Times data from October 2025 shows that social media usage peaked in 2022 and has declined since then – especially on platforms designed for interactivity. What should founders prepare for?
Social media is dying – at least in the literal sense. It has long since ceased to be truly social. Meta and TikTok are turning into moving-image broadcasting machines – what we used to call television. The major platforms show little interest in social exchange or journalism. Media outlets may occasionally achieve viral success, but consistent organic reach should not be expected.
Building a real community has therefore become more challenging. One principle is crucial: people follow people, not brands. Journalism on platforms needs faces and personalities. That doesn’t mean every founder has to speak into a camera daily. But there might be a format that offers insights into editorial routines and makes the people behind the organization more visible and relatable.
Social media algorithms are black boxes. You constantly have to try to understand how they work. How can founders stay on top of this – and what should serve as a benchmark for success?
Almost 20 years ago, Wired co-founder Kevin Kelly published the essay “1000 True Fans.” The thesis: a small number of true fans is more valuable than a large number of followers. Martin Fehrensen and I have used this idea as a guiding principle for the Social Media Watchblog.
We largely ignore platform metrics and focus instead on delivering a product that provides real added value to our members. You can’t control Instagram’s or TikTok’s algorithmic logic, but you can control your own content.
I consider follower counts particularly meaningless. They say very little about how many people you actually reach. If anything, I would focus on engagement metrics – especially dwell time, (respectful) comments, and shares. Anyone who shares content with friends or takes the time to leave a thoughtful comment is signaling: this matters to me.
However, social media metrics should never be the sole measure of success – they are only a means to an end. You can’t buy anything with 10,000 likes, but you can with ten new subscriptions. Anyone launching a business in 2026 that depends on social or Google traffic would be better off playing the lottery. That also involves luck – but at least the odds don’t worsen every year.
Simon Berlin and Martin Fehrensen have published more than 1,000 issues of the Social Media Watchblog. The newsletter began 13 years ago as a hobby project and has since evolved into a small media company. More than 8,000 people from 100 organizations across politics, media, and technology pay for its analyses.
Last updated: February 11, 2026
