Communication Research

Developing a News Marketing Strategy on Social Media) A Case Study of the IRINN(

Document Type : Original Article

Authors

meysam mousapour 1
Ali Jafari 2
Ali Bashir 3

1 IRIB

2 Institute for Educational Studies, Organization for Educational Research and Planning (OERP), Tehran, Iran.

3 Faculty of Islamic Studies Culture and Communication, Imam Sadiq University, Tehran, Iran.

https://doi.org/10.22082/cr.2025.2059887.2807
Abstract
In the digital age, social media has become one of the primary sources of news and information for users. This shift in audience behavior has posed new challenges for traditional media outlets, such as the Channel Khabar, including declining audiences, reduced trust, and increased competition with informal and user-driven media. This research aims to develop effective marketing strategies for the Channel Khabar on social media to help it strengthen its position among young and active audiences.

This study employs a qualitative research method and thematic analysis, analyzing data collected from semi-structured interviews with 15 media and marketing experts. The findings indicate that the Channel Khabar should focus on producing visual, concise, and shareable content to attract young audiences. Additionally, leveraging popular social media platforms such as Instagram, Telegram, and Twitter, and engaging directly with audiences through interactive tools like live streams and polls are effective strategies for increasing audience engagement.

Among the challenges facing the Channel Khabar are competition with informal media, declining audience trust, and the spread of fake news. To address these challenges, the study suggests providing credible and transparent news, utilizing advanced technologies such as artificial intelligence and data analytics, and collaborating with influencers. Furthermore, the Channel Khabar should enhance audience participation by organizing social campaigns and producing user-generated content.

Keywords

Social media
news marketing
Channel Khabar
audience engagement
social platforms
marketing strategies
Subjects

  • Receive Date 06 May 2025
  • Revise Date 06 October 2025
  • Accept Date 27 October 2025

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