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The Evolving World of News: How Media Giants and Newcomers are Engaging Audiences and Building Trust

The Web Summit Lisbon 2025 panel, moderated by Barbara Serra, explored the evolving landscape of news consumption. The discussion focused on how content creators adapt to changing demands, the transformation of content, and new business models emerging within the information ecosystem.

Mr. Ayman Mohyeldin of MSNBC, a veteran in traditional media, detailed how technology and social media have reshaped his role. His show, “AYMAN,” extends beyond linear TV, with segments repurposed for YouTube and other social platforms, creating a 24/7 presence. Success is measured by engagement metrics like views, likes, shares, and comments.

Networks encourage shows to live beyond linear broadcasts, adapting to diverse audience consumption. While core TV content is produced for its medium, elements like Q&As or concise explainer videos are tailored for social media. Mr. Mohyeldin noted that social platforms allow for a more informal and relatable presentation style.

Mr. Ramin Beheshti, Co-Founder and CEO of Caliber, discussed The News Movement (TNM), designed for younger audiences (late teens to early twenties). TNM creates news primarily for social media like TikTok and Instagram, reaching 150 million people monthly, with 70% under 30. They deliver news in a “socially native way,” engaging users through trending formats.

Mr. Ahmed Faid, CEO of Dose of Society, shared his organization’s mission to “humanize humans again” by focusing on personal stories. His platform shifted from opinion-based content to narratives harder to debate. He travels globally, collecting “faceless” stories that prioritize the individual’s truth, fostering community through relatable experiences.

Monetizing social media news presents unique challenges. Mr. Beheshti’s Caliber developed an agency to assist brands in creating and managing social content, recognizing brand difficulties. Mr. Faid’s Dose of Society partners with major brands, offering services to tell more “human” stories for ad revenue, utilizing their unique storytelling approach.

The panel addressed the critical issue of trust in news. Mr. Faid emphasized that “humans trust humans,” building community through relatable stories. Mr. Beheshti highlighted authenticity, transparency about mistakes, and active engagement in comments as vital for fostering organic trust with their audience.

Mr. Mohyeldin concluded that while people may distrust corporations, they often trust individual journalists. He stressed that despite informal styles on social media, the highest journalistic standards, factual accuracy, and professional language must always be maintained to uphold credibility across all platforms.