Vero Study Reveals Five Dominant Archetypes of Newsfluencers Driving a New Era of Information in Southeast Asia

SINGAPORE, OCTOBER 31, 2025 – A new dynamic is redefining Southeast Asia’s news ecosystem. Building on the standard for credibility and context long set by legacy media, a new generation of social-first independent news producers—the newsfluencers—is expanding the ways audiences interpret and interact with the news.

In its latest study, communications consultancy Vero identifies five dominant newsfluencer archetypes that capture the shift in how information circulates and trust is earned across the region. Released in time for Global Media and Information Literacy Week, the study underscores the importance of fostering informed and responsible media engagement, as news authority and influence move toward social platforms.

Newsfluencers, a term combining news and influencers, refers to individuals whose news content is produced primarily for social media platforms and operates outside the governance of news institutions. Newsfluencers do not replace traditional newsrooms—whose investigative rigor and editorial oversight remain essential—but instead occupy a complementary space, addressing gaps in immediacy, reach, and diverse viewpoints.

“Newsfluencers are a reflection of how people now consume information, adding new dimensions to the news landscape,” says Chatrine Siswoyo, Senior Advisor, ASEAN at Vero.  “In a region where audiences expect instant, accessible, and engaging updates, these creators make complex stories easier to understand through storytelling and video. They fill the space between the newsroom and the social feed, making news feel closer and more relevant to everyday life.”

Drawing from an in-depth analysis of nearly 100 newsfluencer profiles across Indonesia, the Philippines, Singapore, Thailand, and Vietnam, the new study examines their content through themes, topics, formats, and audience engagement. While newsfluencers differ in tone and approach, shared patterns across sampled markets have allowed Vero to group them into five distinct archetypes: Watchdogs, Explainers, Connectors, Satirists, and Simplifiers.

The Watchdogs are newsfluencers who take on the role of public guardians by dissecting policy, interrogating power, and providing depth beyond headlines. The most consistent and dominant of all archetypes, Watchdogs help connect national issues to lived realities, helping their audiences better understand what is happening around them.

The Explainers, who are prevalent in Indonesia, the Philippines, Thailand, and Vietnam, are domain experts who translate complex ideas into practical, usable knowledge. They combine professional insight with relatable storytelling, banking on their utility and expertise to attract audiences and gain their trust.

Another dominant archetype is the Connectors, most of whom have transitioned from mainstream media to social-first content creation. Connectors blend high production value with deeply personal narratives, offering people a window into the personal lives of public figures.

The Satirists, meanwhile, have a strong presence in Singapore and Indonesia, where humor and wit are commonly used as an entry point to discuss crucial and often divisive issues. These creators hope to push societal and political change by offering light but pointed reflections on social norms, policies, and everyday contradictions that reveal the nuances of a complex society.

The last archetype is the Simplifiers. They serve a pragmatic function: delivering fast, digestible summaries of the day’s most relevant news through short-form posts and concise “talking head” videos. This type of newsfluencer meets the growing demand for time-efficient storytelling in an increasingly crowded information landscape.

The right blend of authority and influence

With earned trust more crucial than ever, newsfluencers bridge the gap between institutional authority and audience authenticity. Each newsfluencer archetype plays a distinct role in shaping how the public consumes and interacts with current events in the digital age.

For brands, engaging with newsfluencers requires a different playbook—one that goes beyond influencer strategy or traditional media relations. The study elaborates that newsfluencing is a hybrid discipline at the intersection of credibility, values, and contextual sensitivity. Success demands the same rigor as earned media—yet with the agility of social platforms.

Brands should begin by identifying credible creators who balance reach with reliability, using tools like Vero’s TrueVibe™ to evaluate trust indicators and audience engagement. Aligning communication goals with the right newsfluencer archetype ensures that messages are delivered with relevance and credibility.

Because newsfluencers’ reach and impact stem from their ability to share truth and often unfiltered opinions on social and political issues, they are careful not to compromise editorial independence or substance for overt promotional narratives.

“Newsfluencers thrive on independence, and their tenacity for uncovering the truth behind society’s most complex issues is precisely what makes them trusted sources of information,” explains Umaporn Whittaker-Thompson, Vero Chief Commercial Officer and Head of Influence. “It is important for brands to understand that partnering with them requires willingness to engage in conversations that go beyond promotion, rigid messaging, or fixed talking points. Trust them to shape the narrative in a way that feels authentic to their voice and valuable to their audience, as preserving their credibility benefits the brand.”

The study concluded that as the information landscape expands and welcomes more players and platforms, the roles of legacy media and newsfluencers will increasingly intersect. Rather than being feared, this convergence can be seen as an opportunity to broaden public access to information, encourage diverse perspectives, and demand more ethical, transparent, and trustworthy reporting.

Read the full study to explore deeper insights into how newsfluencers are redefining credibility, accessibility, and audience trust in the digital era: https://vero-asean.com/whitepaper/newsfluencers-in-southeast-asia/

ABOUT VERO

Vero is an award-winning strategic communications consultancy, advising some of Southeast Asia’s leading brands, corporations, and non-profit organizations.

B Corp certified across all its offices, and a signatory of the Clean Creative pledge since 2022, Vero adopts a forward-thinking approach to public relations and marketing, striving to enact meaningful change for clients and society at large.

Vero’s team of over 250 PR, social, digital, influence, creative, events, and government relations consultants in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam, and its partnership in Myanmar, brings unique perspectives to earned media, prioritizing digital technology, creative storytelling, and stakeholder engagement in championing stories of progress.

Recognized as Southeast Asia Influencer Marketing Agency of the Year by Campaign Asia-Pacific, Asia Agency of the Year by PRovoke Media, and Southeast Asia Champion for Asia-Pacific by Earned First’s Consultancy Performance Index, Vero designs integrated marketing and communications strategies that resonate within and across this vibrant region’s digital ecosystems and fast-growing economies.