The 2024 presidential campaign that resulted in the re-election of Donald Trump was unique in many ways. One thing it demonstrated is the increased power that individual voices, first and foremost on social media, have in comparison to the actual “fourth power”, the news media. And it’s not just mega influencers like Elon Musk or Joe Rogan, people with tens of millions of followers on social media, who shape the political views of many, especially young people these days, but also thousands of smaller-scale news influencers.
These are people with large social media followings, who regularly post about politics and current events but are, more often than not, unaffiliated with an actual news organization. As trust in news organization has eroded in recent years, news influencers have become more popular for those seeking independent voices outside the often-maligned “mainstream media”.
According to a Pew Research Center report commissioned by the Pew-Knight Initiative, 21 percent of U.S. adults regularly get news from news influencers, with young adults significantly more likely to do so than older ones. 37 percent of 18 to 29- year-olds regularly get news from influencers versus just 15 percent of 50 to 64-year-olds and 7 percent of those aged 65 and above. While it would be easy to assume that people mostly seek out news influencers who’s views closely align with their own, that doesn’t necessarily appear to be the case. According to Pew’s findings, 61 percent of those wo regularly get opinions from news influencers say that they see opinions they agree and disagree with about equally. 30 percent see mostly opinions they agree with, while very few (2 percent) mostly see opinions from influencers they disagree with.
So why do people lean on news influencers to get informed? According to Pew, 65 percent of news influencer followers said that they helped them better understand current events and civic issues. More than 70 percent said that news influencers offered news that are extremely/very different (23 percent) or somewhat different (48 percent) from the news they get elsewhere. And one final aspect is likely trust: while the news media has lost trust in recent years, influencers have it in abundance, often built through years of social media “relationships” with their followers. What they often lack compared to traditional news outlets is an actual journalistic background, meaning that the trust they enjoy from their followers may not always be backed up by their actual understanding of often complex matters.
As our chart shows, X (formerly Twitter) is the most popular platform among news influencers, with 85 percent of the 500 sampled influencers active on the platform acquire b Elon Musk in 2022. Instagram, YouTube and Facebook are also very commonly used, while TikTok is surprisingly far down the list with only 27 percent of the sampled influencers active on the platform.
