The leadup up to November’s U.S. election illustrated the role social media accounts play in covering the news. So-called “news influencers” were mobilized throughout the cycle, primarily catering to younger audiences by capitalizing on social media engagement and creating an intimate, personal setting for sharing breaking news.
Now, a new study from the Pew Research Center has evaluated the news consumption habits of nearly 11,000 U.S. adults, and may offer some insight for broadcasters wanting to elevate their newsrooms.
Pew Research defines news influencers as individuals who post about current events and civic issues on platforms such as Facebook, Instagram, TikTok, X and YouTube and have at least 100,000 followers. Using a human-aided AI model, Pew Research’s American Trends Panel analyzed posts from 500 news influencers made during July and August.
Notably, study results show that nearly four in 10 Americans aged 18 to 29 report regularly getting their news from such social media accounts, compared to just 7% of those aged 65 and older.
Other key findings:
- People are turning to influencers when news breaks. Among those who follow these accounts, 83% say they specifically seek out breaking news.
- On-demand audio content still matters. Thirty-four percent of the influencers analyzed also host a podcast. The number is even higher for influencers on YouTube with nearly half hosting a podcast.
- The news content influencers produce is unique and comes from mainstream sources. Seventy percent feel the news they receive from these sources differs from other outlets, including legacy media.
- Thirty-one percent of those surveyed feel they have a personal connection to influencers. About two-thirds indicate the accounts have helped them better understand current events and civic issues.
- Influencers aren’t afraid to ask for money. Nearly half offer paid subscriptions while one in five sell merchandise such as coffee mugs or clothing apparel.
- Eighty-five percent of influencers post to X, the social media platform formerly known as Twitter, more than any other social media account. Fifty percent use Instagram and 44% share their content on YouTube.
The study also revealed that most influencers operate independently, with 77% having no affiliation or background with a news organization. Per the study, influencers with ties to traditional media are less likely to express their political orientations.
The Pew study also provides a detailed breakdown of content posted on specific platforms. Respondents selected were asked if they regularly get news from social media influencers. Those who answered “yes” were questioned further about the type of information they receive, how it impacts them and other behavioral and psychological aspects.
The research is part of the Pew-Knight Initiative, a program funded jointly by The Pew Charitable Trusts and the John S. and James L. Knight Foundation.
The full report on the study’s findings is available on Pew’s website, along with a breakdown of its methodology.
