With No Local News, Those in News Deserts Turn to Social Media Feeds, Influencers and Gossip

In communities lacking strong local journalism, many residents now rely on social media, influencers, and personal networks for local information — and notably, many don’t feel they’re missing traditional local news sources.

This shift signals growing opportunity for businesses to position themselves as trusted local voices and community information hubs, especially as audiences seek familiar, accessible sources they already engage with.