“Talk to Me as a Friend!”: How Teenagers Prefer Their Newsfluencers on Social Media

This study investigates how Portuguese teenagers (aged 13–18) perceive and prefer the communication characteristics of so-called “newsfluencers” on social media platforms such as Instagram, TikTok, and YouTube. Through 20 semi-structured interviews, the research explores how verbal and non-verbal traits shape adolescents’ engagement with news in a media ecosystem increasingly dominated by digital intermediaries. Drawing on literature on brand journalism, the study categorizes preferences into four key elements: <i>character</i>, <i>tone</i>, <i>language</i>, and <i>purpose</i>. The findings reveal that teenagers favor newsfluencers who are inspiring and friendly (character), are honest and direct (tone), use simple and fun speech (language), and aim to educate and inform (purpose). Participants express a desire for journalists who “talk to me as a friend”, emphasizing authenticity, emotional proximity, and conversational clarity over traditional, formal modes of reporting. These insights suggest that effective youth-oriented journalism on social media must balance factual accuracy and emotional engagement, blending education with entertainment. The research contributes to emerging scholarship on social media journalism and youth news consumption by highlighting how relational and affective communication strategies can enhance young audiences’ trust, understanding, and participation in news.