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Emilio Doménech has an unusual combination of jobs – he both works for Spanish news outlet Newtral and is a popular content creator in his own right with 250,000 followers across six social networks, most notably Twitch.
“The rise of the journalist-influencer and how these media professionals turn their skillset into revenue is such an interesting trend in media”, Vera Penêda writes. In the latest edition of The Fix’s “What’s your media job” series, she explores this trend by speaking with Doménech.
While specific social platforms come and go, Doménech’s success sheds light on the deeper qualities that are important for news publishers to connect with younger audiences – building trust, maintaining quality and consistency, radiating authenticity.
Doménech leverages the combination of factual reporting and his personality that sips through his Twitch streams and other products he creates. “Honesty and a sense of closeness is what gets you the respect and trust of your audience… The journalist needs to create a strong bond with the community”, he told The Fix.
While this playbook is obviously not for everyone, news publishers have definitely a lot to learn from Doménech and other journalists-turned-influencers.
