iiinova — where your digital self keeps evolving

kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

Success is different for everyone – often a mix of tangible & personal: *Making work to feel good about & not having to check a bank balance if wanted to order takeout *Impact/scaling journalism & ability to travel *Creating impactful work & putting a few things on autopay

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

You also need community & a supportive infrastructure that helps you to not tie “your happiness or identity to the subscriber numbers going up or down. Growth is seldom linear” and “can mess with your head” Matt said.

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

More real talk – with working for yourself, it’s good to find a good accountant and set up an LLC. “Being a creator and business person are inherently connected,” Rahim said.

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

Amber has done brandships and spoken at conferences … and music festivals. “Finding your niche doesn’t have to be so pointed… your niche won’t limit you, just have to brainstorm and think out of box box of how your niche would work.”

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

“If you want to have a business that can be successful month over month, year over year, you need to find more than one way to get paid,” Matt said. At the same time, be really good at one thing, first. Don’t do a bunch of things halfway.

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

Now let’s talk about money. As Rahim said “diversify – all eggs in one basket is the biggest mistake.” He has a consulting agency. Extra Points has subscriptions & a supplement for sports management class curriculum. He even made a game & a data product for open records requests

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

Amber emphasized her focus on talking like a regular person – making policy simple & explaining, vs relying on big “official” words. A local ex: “No one gets receivership and delinquency — explain it means if your grandma’s house isn’t upkept, it can be taken and demolished.”

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

I liked how Amber’s lens was always local – even national headlines she’s breaking down to what they mean for Memphians.

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

Matt "writes about nerd stuff that diehard sports fans care about” but that includes people in the industry like athletic departments, researchers or other reporters. Extra Points is “ideologically and intellectually interesting, and no one else is in this niche lane.”

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

Very key to all these creators – understanding their community (I use that word purposefully because they’re more than just an audience – it’s participatory).

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

First, some cool formats I thought were interesting: *Conversational policy breakdowns (Amber) *Facts and Fortnite talking about the news (Rahim)

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

Creator journalism requires creativity, in the work & in making the work work as work. @mattbrown.bsky.social (Extra Points), Rahim Jessani (Bottom Up Media) & Amber Sherman (@mlk50.com creator in residence) shared insights at #ONA26 for newsroom & and the real-talk of running their own businesses

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

3) On training newsrooms: Provide tools and lo-fi but polished templates. “Being flexible is helpful and lean into strengths – don’t force someone to do something they don’t want to do,” - Devin

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

2) “Creators & journalists have a lot to teach each other. Creators know engagement, algorithms, & journalists know journalism. You don’t have to choose between these three models, just figure out what you want to start with & the resources you have to start with,” - Sara

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

Broad takeaways for newsrooms, whether they’re able to spin up a version of these models or not: 1) “If we’re on social media, we also need to be entertaining people. And give good info” - Devin

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

The newsroom navigated working with someone who's “not a staff member but representing us,” who they'd covered in the past. Up-front convos & seeing her work convinced skeptics. “They’ve learned with her on creating social,” Adrienne said & they’ve “sharpened her journalism.”

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

Their first video series was with JC Rodriguez, with a focus on lifestyle content and personal finance, aiming for a content and style different from what the newsroom focuses on: wpcreator.washingtonpost.com

wpcreator.washingtonpost.com

Home | Washington Post Creator

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

Sara noted what they do “only works with trusted, vetted creators that are high quality and accurate,” so they do their homework to find the right person to create content advertisers are interested in.

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

The Washington Post aimed to solve: *For consumers: sorting through information overwhelm *For creators (often doing everything themselves), “there’s a missing infrastructure that needs to be built and we can build it.” *For the WP: new content, platforms, audience, growth & brand expansion

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

The @washingtonpost.com has an entirely new creator network business segment separate from the newsroom. Sara Goo noted a big point when starting it was “We don’t just want to be in the creator economy to be there – what is the problem we’re solving?”

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

The WSJ team also contributes to project-level strategy for incorporating personalization on major project rollouts.

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

Non-subscribers can still experience some of the journalism that resonated with readers via clips on host Gunjan Banerji's personal account and videos she makes for WSJ. She’s very involved in the comments and has a different personal brand from her presence on the WSJ account.

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

Here’s an example of WSJ talent-lab success: wsj.com/personal-fin... This subscriber-only experience added a personal touch with a “meet the host” blurb right at the top.

wsj.com

The WSJ Money Interview

What can some of the world’s most interesting tycoons teach us about ambition and wealth? WSJ’s Gunjan Banerji sits down with highfliers for a candid conversation.

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

The embedded team supports WSJ journalists to help them “build personal brands to meet modern audience needs" with opt-in newsroom-wide training and resources, as well as a talent lab cohort of 1:1 training and developing personality-driven storytelling.

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

The @wsj.com has an internal “talent lab” to upskill and champion the voices of WSJ journalists, what Devin called it’s “most valuable asset.” This strategy seems like one of the most practical for newsrooms to incorporate.

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

That quote is how Project C’s @lizkellynelson.com introduced a panel of examples from Sara Goo (@washingtonpost.com), Adrienne Johnson Martin (@mlk50.com) and Devin Smith (@wsj.com)

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kateewinkle.bsky.social @kateewinkle.bsky.social · 20/05/2026

3 newsrooms, 3 different approaches to adding in creator strategies. There are many permutations in between but thought these #ONA26 examples were worth revisiting in light of continued discourse over how “creator model journalism has moved from the margin to the mainstream.”

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kateewinkle.bsky.social @kateewinkle.bsky.social · 16/05/2026

Comment sections aren’t an early-2000s garbage fire we should dismiss. It’s where connections happen. They’re important to young audiences seeing how peers feel about a topic & engaging with the creator. “You have to make time to do this, even in smaller newsrooms,” - @ryankellett.com

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kateewinkle.bsky.social @kateewinkle.bsky.social · 16/05/2026

“Every single successful individual news creator are engaging deeply with their communities,” @lizkellynelson.com said. Connection is key. She said later, “if you don’t follow the audience or ignore the audience, you won’t be seen. Who they think is credible is important.”

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kateewinkle.bsky.social @kateewinkle.bsky.social · 16/05/2026

Another thing creators do well that newsrooms could improve: Transparency: “People want to know how the journalism is done,” Kate Skelly said. Answer questions, look at comments and criticism and respond (can even do so live or do an AMA on reddit/Instagram).

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kateewinkle.bsky.social @kateewinkle.bsky.social · 16/05/2026

Or, borrow creator-model journalist techniques for your newsroom’s content: *Relatable voice *Standalone content meant for on-platform consumption. Maybe a different angle from the main story, ex: background ***“Let’s not pretend newsrooms don’t have superstars already,” @ryankellett.com said

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kateewinkle.bsky.social @kateewinkle.bsky.social · 16/05/2026

As for why creators might collaborate with legacy organizations, @lizkellynelson.com outlines they may prize: *Collaboration (especially key for enterprise/investigative work); “most creators would love an editor” *Deeper resources, access to wires & legal *Chance to expand audience

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kateewinkle.bsky.social @kateewinkle.bsky.social · 16/05/2026

Some ways newsrooms can learn from creator-model journalists (besides practicing the above): collaborate with them (with proper credit!) — the Independent Journalism Atlas can be helpful finding local creators. journalismatlas.com

journalismatlas.com

Independent Journalism Atlas

Mapping the independent journalism ecosystem — 1,400+ verified creator-journalists by beat, platform, and geography.

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kateewinkle.bsky.social @kateewinkle.bsky.social · 16/05/2026

@jeremygilbert.bsky.social had a point echoing what @trustingnews.bsky.social says about being transparent. If creators (or newsrooms) don’t explicitly say why we do something, people ascribe motivations we don’t intend. Don't assume audiences understand our processes/how we think ethically/anything

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kateewinkle.bsky.social @kateewinkle.bsky.social · 16/05/2026

People want a personal connection to their news providers. Here’s how news creators are doing that: Credibility from their experience/expertise + audience affinity for them = trust. The language & formats they use are accessible … and transparency is tied to trust & authenticity

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kateewinkle.bsky.social @kateewinkle.bsky.social · 16/05/2026

First, here's where we are: @jeremygilbert.bsky.social shared research that looked into the habits of younger audiences — and they’re not against news. “The next generation sees the value of news, but are worried about a feeling of content overwhelm.” Sound familiar?

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kateewinkle.bsky.social @kateewinkle.bsky.social · 16/05/2026

I like to explore opportunities rather than fight threats, and creator-journalism-focused sessions at #ONA26 this year offered a lot of insight, including what newsrooms can learn from independent creators, featuring @ryankellett.com, Kate Skelly, @jeremygilbert.bsky.social & @lizkellynelson.com

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kateewinkle.bsky.social @kateewinkle.bsky.social · 16/05/2026

Newsrooms can see independent creators as a threat – or as an opportunity. This week, former BBC News CEO Deborah Turness called it a “moment of disruption.” www.niemanlab.org/2026/05/crea...

niemanlab.org

Nieman Journalism Lab » Pushing to the Future of Journalism

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kateewinkle.bsky.social @kateewinkle.bsky.social · 25/09/2025

I also had the opportunity to facilitate an AI Table Talks discussion led by @rubinafillion.nytimes.com & @rodneygibbs.com on AI tools journalists find useful. Transcription has been around a while & is widely accepted. But we also talked about using chatbots for brainstorming. #ona25

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kateewinkle.bsky.social @kateewinkle.bsky.social · 25/09/2025

HOT 🔥: A Holistic, Data-Informed Strategy. Involve the whole newsroom in video. Run structured experiments and analyze what didn't work, not just your top performers. Match metrics to your goals, whether it's building trust, driving civic engagement, or increasing reach. #ona25

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kateewinkle.bsky.social @kateewinkle.bsky.social · 25/09/2025

NOT ❌: Letting AI Do Everything. While AI can help turn stories into TikTok scripts, audiences value authenticity above all. A human touch is essential. Also, make sure to attribute your sources, including user-generated content (UGC). #ona25

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kateewinkle.bsky.social @kateewinkle.bsky.social · 25/09/2025

HOT 🔥: Vertical Video and YouTube Shorts. Vertical video explainers and editorial series are performing well. YouTube Shorts are dominating, accounting for 57% of uploads by U.S. creators but driving 88% of total views and 85% of engagements. #ona25

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kateewinkle.bsky.social @kateewinkle.bsky.social · 25/09/2025

NOT ❌: Treating Creators as Competitors. The trust gap between legacy media and social media creators is narrowing. Newsrooms should look to collaborate with influencers to boost credibility and extend reach, not view them as the competition. #ona25

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kateewinkle.bsky.social @kateewinkle.bsky.social · 25/09/2025

HOT 🔥: A Strong Hook & Good Audio. Grab your audience's attention in the first few seconds with a "cold open." And don't forget sound—investing in good audio equipment is crucial. Also, caption everything to make your content accessible. #ona25

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kateewinkle.bsky.social @kateewinkle.bsky.social · 25/09/2025

NOT ❌: A One-Size-Fits-All Strategy. Each platform has its own culture. TikTok is person-first and less curated, while Instagram leans into aesthetics and strong opening visuals. Don't just post the same video everywhere; customize your content for each platform. #ona25

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kateewinkle.bsky.social @kateewinkle.bsky.social · 25/09/2025

HOT 🔥: Authenticity & Personality. Audiences crave a human connection. Ditch the formal, anchor-style delivery & talk like a human. Unscripted, casual interviews & video podcasts are low-lift formats that work well. Journalism is a conversation now, not a one-way street. #ona25

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kateewinkle.bsky.social @kateewinkle.bsky.social · 25/09/2025

What's hot and what's not in video right now? Sky Dylan-Robbins, Adriana Lacy, Jill Nicholson and Michael Guidry II broke it down. The big picture: Trust is shifting from brands to individuals & authenticity is non-negotiable. #ona25

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kateewinkle.bsky.social @kateewinkle.bsky.social · 25/09/2025

Ultimately, journalists are in a unique position to take on a media literacy role. By explaining how we use AI ethically and helping our audiences navigate this new space, we can reshape the narrative from fear to informed curiosity. #ona25

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kateewinkle.bsky.social @kateewinkle.bsky.social · 25/09/2025

A key part of AI literacy is showing, not just telling. Newsrooms can create videos or interactive explainers featuring their own staff to demonstrate how to spot AI-generated fakes. This demystifies the technology and empowers the audience directly. #ona25

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