Should founders post about industry news or stick to evergreen topics?

40%

of people across 48 markets say they sometimes or often avoid the news, in the Reuters Institute Digital News Report 2025

What is the difference between a news post and an evergreen one?

A news post reacts to something that just happened in your industry, such as a big funding round, a new regulation or a launch by a large player. An evergreen post covers something that stays true for months, such as a problem your customers keep running into, a decision you made or a lesson from a hard quarter.

Both have a place, but they behave differently. A news post has a short shelf life and needs to go out while people are still talking about the story. An evergreen post can be drafted on a quiet afternoon, scheduled for next week and still make sense to someone who finds it on your profile months later.

Why should evergreen topics carry most weeks?

Because they hold up under a busy schedule and they are the topics only you can cover. Anyone can summarise the same headline, and on a news day many people in your field will. Your customers' problems and your own decisions are yours alone, so they make you easier to remember.

News fatigue is real too. In the Reuters Institute Digital News Report 2025, four in ten people across 48 markets said they sometimes or often avoid the news, though that covers news in general rather than industry news. In our view, a feed that mostly repeats headlines gives readers little reason to stop, while a post about a real problem gives them something they can use.

When is industry news worth a post?

When it changes something for the people you serve and you have a view on it. Timeliness still counts. Writing about the 2024 research it ran with LinkedIn, Edelman says that in its own client work the most successful thought leadership shows senior executive buy-in, topical timeliness and actionability. The value lies in the reading of the news, not the news itself.

Test it before you write. Can you say in one sentence what the news means for your customers? Do you have an example from your own work that shows it? Would you say the same thing to a customer on a call? If the answer to any of these is no, the story is probably better as a comment on someone else's post than as a post of your own.

How do you make a news post last longer than the news?

Tie it to something that will still be true next quarter. Instead of reporting that a large company launched a feature, explain what the launch shows about where your market is heading and what your customers should do about it. The headline dates the post, but the principle keeps it useful.

It also helps to keep the planned part of your week planned. Most of your posts can be evergreen and scheduled ahead, with room left for one timely reaction when something worth reacting to happens. Talking through your view by voice or on camera the same day is often the quickest way to get a considered reaction out while the story is still live.