In the digital realm dominated by information overload and partisan content, former CNN White House correspondent Jessica Yellin is building a unique space with her news brand, News Not Noise. Leveraging social media platforms and a commitment to accessibility, Yellin redefines how news is consumed in the digital age. With a million-strong following and a reported impact on voter engagement, News Not Noise showcases the intersection of journalism, technology, and the creator economy. Traditional media outlets grapple with changing audience behaviors, so Jessia gives insights into the future of news delivery and community building in an increasingly fragmented environment.

From Network Correspondent to Social Media

A veteran political journalist, Jessica previously served as CNN’s chief correspondent covering the Obama administration. Recognizing an untapped audience, Jessica saw the opportunity to pioneer a new approach to news delivery. She became one of the first national journalists to deliver concise news updates via social media. Her innovation: directly explaining complex stories to viewers’ phones in three minutes or less. “My whole mission has been to bring you information where you’re already spending your time on social media and take the panic and hysteria out of the news,” Jessica states.

This change brought new challenges as Jessica navigated the intricacies of content creation on social media. “When you’re a creator, everybody on the team is making content,” she explains. “It doesn’t matter that I’ve interviewed presidents. Some days, I scream because the captions won’t stay.”

Despite these hurdles, Jessica’s early career experiences prepared her for this new virtual terrain. Her primary audience resides on Instagram and Substack, though she maintains a presence on other platforms. She emphasizes direct audience engagement through formats like newsletters, “where you have the most direct engagement with your audience and where monetizing is seamless.”

The media veteran’s approach has resonated with audiences seeking clarity amid information overload. News Not Noise now boasts a substantial following across platforms, with Jessica curating and analyzing key stories.

The impact extends beyond engagement. During the 2020 election, Jessica reports, “We got 30,000 people who said they hadn’t voted in prior election cycles because of News Not Noise, and another 330,000 took a voting action like registering a friend or driving people to the polls.”

Jessica attributes her success to building trust with viewers. “People believe that I’m bringing them facts and that I’m serious about gathering them,” she notes.

The Two-Way Street of Modern News Delivery

News Not Noise stands out in the crowded digital media space by prioritizing accessibility and audience engagement. “What differentiates me from traditional news outlets is I use the same rigorous process of telling news and reporting information, but I’m more accessible. I communicate as a friend,” Jessica explains.

The media company fosters an interactive relationship with viewers. “Now I report something and immediately get a question back,” she says. “There’s a lot of engagement. I get tips from the audience. I get feedback. It’s like a two-way community.”

However, Jessica acknowledges challenges: “A lot of partisan content makers are posing as news and doing similar stuff but not providing the same rigorously fact-driven information.” This trend concerns the media expert, who sees it as “making the audiences more partisan and angry or divided.”

The Challenge of Credibility in the Age of Partisan Content

Jessica employs several strategies to maintain credibility: “I’m straightforward about my process. I explain the decisions I make. I correct myself when I’m wrong.”

She considers trust crucial in today’s information ecosystem. “Trust is the most important quality right now for people looking to get real information online.” Transparency is also key to her approach. “Part of the way I keep trust is I’m responsive to the audience. I’m real. I bring myself to the news,” she explains. 

This includes sharing the challenges of reporting in a polarized environment. “When I share reported information that some of the audience doesn’t like, they’re much more prone to be angry about it, accusing me of promoting a point of view instead of reporting information,” Jessica reveals.

Despite these obstacles, Jessica remains committed to fostering an informed community. “Sometimes I let people in on what’s challenging and hard about doing this job and what we all can think about as a community,” she concludes.

VidCon 2024: Bridging News, Creators, and Government

VidCon—a hub for YouTube enthusiasts and content creators on various online video platforms, has become an annual convention for digital creators and influencers. Over the years, it has evolved to welcome various creators from social media titans like TikTok, Instagram, and Twitch. The event features Creator tracks, live performances, interactive meet-ups, and more. VidCon 2024 took place in Anaheim from June 26 to 29.

At the event, Jessica shared insights on the intersection of news and the creator economy during the panel discussion “CIVIC ENGAGEMENT IN A DIGITAL WORLD.” Alongside the Director of the White House Office of Digital Strategy, Christian Tom, Jessica discussed leveraging digital platforms to reach new audiences with news content. “We talked about how you can use these platforms and mediums to reach an audience of people who might not yet be getting news information otherwise,” she explains.

The panel highlighted the developing relationship between government communication and digital media. Jessica notes, “The fact that the White House plans to host a creator summit is great, and that’s exactly where we should be headed, where more and more people in government recognize the value of the creator economy.”

Jessica was impressed by VidCon’s scale and diversity. She emphasized the value of in-person connections for creators who often work in isolation. “It’s nice to convene people and have an IRL experience,” she remarks.

According to Jessica, events like VidCon are crucial in the growth of platforms like News Not Noise: “Exposing all of us to what others are doing is enormously helpful.” She advocates for more frequent industry gatherings to discuss future trends and challenges, noting, “It’s helpful to have these pauses and moments where people do take a breath and consider that.”

Future Goals: Adapting to AI and Building Trust

Jessica envisions a future for News Not Noise that embraces technological changes while focusing on credible information. “The goal is to bring people access to more trusted information and more categories from experts they can believe in across areas and also adapt to an AI reality,” she explains.

The award-winning journalist is mainly focused on the role of creators in an AI-driven landscape. “I’m thinking a lot about how creators show up in that space, how truth verifiers play an important role, and how that affects the business model,” she ponders.

Despite the hurdles ahead, Jessica remains optimistic about the community she’s built. “It’s exciting to have as valuable an audience as I think I’ve built,” she says. Her audience, primarily women aged 20 to 60, represents a diverse group united by shared values rather than identical viewpoints.

Jessica sees this community-building model as crucial for future media engagement. “We’re not always like-minded. We might disagree, but we’re like-valued,” she notes, highlighting the unique connection she’s fostered with her audience.