Social media news influencers are making their mark on the digital newsroom.

A growing trend, backed by Pew, shows that about 1 in 5 Americans–especially adults under 30–turn to news influencers for current events and updates over other sources. What’s most surprising? Many of these influencers have no formal background in journalism or newsroom, nor are they tied to any traditional media outlet. 

This shift is a game-changer for the future of news consumption, and it’s one that publishers can’t afford to ignore. Let’s chat about why news influencers capture such a significant audience and how publishers can use these insights to refine their online strategies. 

What is a news influencer?

First, let’s define exactly what a news influencer is to understand their impact on the digital newsroom. 

A news influencer is a social media user with at least 100,000 followers reporting on civic issues and current events. They can be found on all social platforms and post a variety of content, although many find the most value in short-form video content. 

While some are journalists or employees associated with the press and news organizations, they don’t have to be. About 77% of news influencers have no affiliation with news organizations. The only qualification news influencers need for the title is that they must be individuals, not organizations. 

What’s the draw to news influencers?

If you’re surprised that news influencers have become so popular, you’re not alone. What is it about these influencers that is resonating so profoundly with audiences? Here’s what some audiences have been reporting. 

• Education. At least 65% of users say news influencers have helped them better understand what is happening worldwide. They explain it in a way they understand without getting too technical. 
• Diverse information. About 7 in 10 users admit learning something different from news influencers than they get from other news sources. Audiences are tired of hearing about the same stories, and influencers are bringing a fresh spin on the typical news stories. 
• Personal connection. Around 31% of users feel personally connected to the news influencers they follow because of their personality, style, or overall content choice. 
• Entertainment and variety. These users excitingly present the news, sharing basic facts and breaking news with opinions and funny approaches. Younger generations are drawn to learning from people like them, and these influencers are making content directly to hit that mark. 

Popular platforms for news influencers

Technically, news influencers can have a presence on any social media platform, but they gravitate to some over others. The top three platforms for news influencer presence are X (85%), Instagram (50%), and YouTube (44%).  

X has shown the most popularity for news influencers despite some publishers’ challenges with X for news. However, it’s also not uncommon for any influencer (about two-thirds) to cross-promote their content. 

What about BlueSky? It’s a little soon to tell. There’s been an uptick in BlueSky registrations in the last month or so, which could put it in the running as a news influencer paradise. Currently, there are no video capabilities on feeds, so this takes a few options off the table for content creation. 

Demographics and topics

News influencers vary demographically depending on their background and which platform they show up on. Most across all social platforms identify as men–63% to 30%. TikTok has a smaller gender gap (50% men to 45% women), while YouTube has the largest gap (68% men to 28% women). 

The topics vary among the platforms; however, platforms like TikTok gear more toward social issues like identity and values, while X influencers focus more on technology and politics. 

Here’s the breakdown of some of the popular topics: 

• Government and politics (55%) 
• Social issues (18%)
• International issues (14%)
• Crime (3%)
• Technology (3%)
• Public health (2%)
• Economy (2%)
• Immigration (2%) 
• Envoinrment (1%)

The Pew study also found that news influencers with a background in news organizations are less likely to take political stances or take sides on hot-button social topics. If they do, these influencers typically drop a link to a news source to support their view. 

What does this mean for publishers? 

With the rise of news influencers driving a new wave of stories across the digital landscape, publishers need to pay attention. See which ones are gaining traction in your niche and what topics they are covering. It could be worthwhile to follow and engage with them to build your online presence and reach new audiences. 

But don’t just follow any influencer. Every user you partner with or connect with online should align with the brand’s mission. Look at how influencers present their content–does it align with your newsroom guidelines for social media?

By understanding the goal of news influencers and strategically engaging with the right ones, you can amplify your reach online while remaining true to your value. The primary draw to these individuals is their authenticity. Building authentic connections is the best way to maintain steady online growth.