News publishers are learning that building creator-led content is not enough. Retaining creators requires mutual respect, patience, and transparency. Here’s what newsrooms often get wrong-and how to fix it.
As news organizations invest in creator-led content to reach new audiences, many are discovering that the real challenge is not just building a following, but creating an environment where creators want to stay. The departure of Dave Jorgenson, who developed The Washington Post’s TikTok presence into a leading example of social journalism, has become a cautionary tale for publishers worried about losing in-house talent.
At WAN-IFRA’s World News Media Congress in Marseille, Gen Z media consultant Pierre Caulliez asked Jorgenson what might have convinced him to remain at The Washington Post. The discussion, which also included Lauren Saks of Local News International, focused on how newsrooms and creators can collaborate more effectively.
One key issue is mutual respect. Jorgenson and Saks agreed that successful partnerships depend on newsrooms trusting creators’ understanding of their audiences, while creators must respect editorial standards and fact-checking processes. Too often, newsrooms override creators’ instincts, while creators resist newsroom protocols.
Authenticity is another critical factor. Jorgenson observed that viewers can quickly sense when a reporter is making a video out of obligation rather than enthusiasm, leading to disengagement. Many newsrooms assign on-camera work as a task rather than identifying staff who are genuinely interested in the format. Saks emphasized the importance of finding and developing willing participants and being transparent about the nature of partnerships.
Time is also a major consideration. Saks noted that building in-house talent and growing an audience is a slow process, requiring patience from both creators and editors. Jorgenson added that quality production and editing cannot be rushed, and that cutting corners undermines the entire effort.
Collaboration without compromise was highlighted through Local News International’s partnership with Free the Facts, which resulted in one of their most successful videos. Jorgenson said the collaboration worked because it was transparent-audiences knew who the partners were and saw the partnership as a natural extension of the storytelling, not a forced or purely financial arrangement.
Transparency and authenticity, according to the panel, are essential for building trust with audiences. Partnerships that clearly communicate their purpose and allow creators to expand their editorial range tend to have a greater impact than those that appear motivated solely by revenue.
Retention remains a pressing question. Jorgenson suggested that the best way to keep creator talent is to combine clear editorial direction with real creative freedom. Newsrooms that treat creator-led content as a long-term editorial investment, rather than a short-term strategy, are more likely to retain top talent.
For more on how individual creators can outpace major brands on social platforms, see this analysis of a New Zealand footballer’s viral rise and what it reveals about audience connection: how one athlete’s social strategy left brands behind.
