“America’s News Influencers”: Insights into the Rise of Social Media News Creators

The rise of "news influencers" has reshaped how Americans consume and interact with current events on social media. In its latest study, Pew Research explores this phenomenon, revealing who these influencers are, where they operate, and their growing impact on news consumption. As the 2024 election unfolded, this unique mix of independent voices and credentialed creators played an outsized role in shaping public discourse.

Defining News Influencers

Pew defines "news influencers" as individuals who:

• Regularly post about current events or civic issues on social media.
• Have at least 100,000 followers on platforms like Facebook, Instagram, TikTok, X (formerly Twitter), or YouTube.
• Are independent content creators or journalists but not organizations.

This broad definition captures the diversity of voices in this space, from veteran journalists to emerging TikTok creators.

Key Findings: Who Are the News Influencers?

Let's level.

1. Demographics and Characteristics

• Predominantly Male: 63% of news influencers are men, compared to 30% women, with the remaining identifying as nonbinary or undetermined.
• Political Leanings: A slightly larger share explicitly identifies as Republican, conservative, or pro-Trump (27%) compared to Democratic, liberal, or pro-Kamala Harris (21%). Interestingly, about half of influencers avoid expressing clear political affiliations.
• Independence: Most news influencers (77%) have no background in traditional journalism, emphasizing the independent nature of this emerging group.

2. Platforms of Choice

• X Dominates: A staggering 85% of news influencers have an account on X, far outpacing Instagram (50%) and YouTube (44%). TikTok and Facebook also host significant numbers, each offering distinct audience demographics.
• Cross-Platform Reach: Two-thirds of influencers maintain a presence on multiple platforms, with 27% active on five or more. Many also diversify through podcasts (34%) or newsletters (22%).
• Monetization: Over half (59%) monetize their content through subscriptions, donations, or merchandise, blending journalism with entrepreneurship.

3. Political Orientation and Identity

• Right-Leaning Content: Influencers on Facebook are particularly likely to express conservative views, with three times as many explicitly right-leaning influencers (39%) compared to left-leaning ones (13%).
• Values and Advocacy: Nearly one in five influencers express personal values or causes, such as LGBTQ+ rights (6%) or pro-Palestinian stances (5%). TikTok, notably, has the smallest gender gap and a balanced mix of political ideologies.

The Audience: Who Follows News Influencers?

This is an important point.

1. Younger Adults Lead

• About 21% of U.S. adults regularly get news from influencers, with younger audiences driving this trend. Among those aged 18-29, 37% rely on influencers for news, compared to far smaller shares among older demographics.

2. Trust and Engagement

• Perceived Value: Among Americans who follow news influencers, 65% believe these influencers help them better understand current events. Additionally, 70% feel the news they receive from influencers is at least somewhat different from traditional sources.
• Personal Connection: Despite high engagement, only 31% feel a personal connection to the influencers they follow, suggesting that the relationship is more transactional than emotional.

3. Diversity of Content

Audiences report receiving a mix of:

• Basic facts.
• Opinions (often a blend of views they agree and disagree with).
• Humor and breaking news.

Platform-Specific Trends

The application of this varies by context.

1. TikTok’s Unique Role

TikTok distinguishes itself from other platforms:

• Balanced Gender Representation: 50% male, 45% female influencers.
• Left-Leaning Tilt: A higher proportion of influencers identify as left-leaning (28%) than right-leaning (25%).
• LGBTQ+ Advocacy: TikTok influencers are more likely to support LGBTQ+ rights (13%) compared to other platforms.

2. X as a News Hub

• Nearly all news influencers affiliated with traditional journalism are active on X (96%), reinforcing its status as a primary hub for political and news content.

3. Visual and Video Platforms

• Influencers without ties to traditional journalism are more likely to use YouTube and TikTok, leveraging these platforms' visual appeal to engage audiences.

Content Focus: What Are News Influencers Posting About?

So, what's the tea?

1. Election Dominance

• Politics, government, and the 2024 presidential election dominate news influencer posts, accounting for 55% of civic-related content. Key topics include:
  • The Democratic and Republican conventions.
  • President Joe Biden’s withdrawal from the race.
  • The first assassination attempt on Donald Trump.

2. Social and International Issues

• Social issues like race, LGBTQ+ rights, and abortion constitute 18% of posts, while international events like the Israel-Hamas war make up 14%.

3. Platform Variations

• Instagram: More likely to host discussions on international topics like the Israel-Hamas conflict.
• YouTube: Focuses heavily on U.S. politics, with 68% of civic-related posts addressing political events.

Independent Voices vs. Traditional Journalism

There are some key traits to these influencers.

1. Independence in Content Creation

• Most news influencers operate outside traditional news organizations, highlighting their independence. This lack of affiliation allows them to explore diverse topics and formats but also raises questions about journalistic standards and accountability.

2. Political Neutrality

• Influencers with traditional journalism backgrounds are less likely to express political leanings (64% neutral) compared to those without such ties (44% neutral). However, when they do, they lean right more often (25% vs. 9%).

Implications and Challenges

Now, this isn't just "here's how this works now" and clear sailing.

1. Democratizing News

News influencers expand access to diverse perspectives, particularly for younger audiences. Their independence fosters creativity and relatability but also creates gaps in accountability and fact-checking.

2. Political Polarization

The tendency for influencers to align with political ideologies could reinforce echo chambers. Platforms like TikTok, however, demonstrate potential for more balanced representation.

3. Monetization vs. Journalism

The rise of monetization strategies blurs the line between news and entertainment. While this trend supports independent creators, it may prioritize virality over depth.

The Pew News Influencer Study Tells Us... Things are Changing

Pew’s study underscores the growing influence of social media creators in shaping the U.S. news landscape. These influencers are redefining how Americans engage with current events, offering unique opportunities and challenges. As their role continues to expand, understanding their impact will be crucial for navigating the evolving media ecosystem.