News influencer

In recent years there has been a proliferation of social media influencers, people who create entertaining content, often focused on travel and fashion, and receive payment to promote certain brands. Some estimates suggest that global marketing spend directed at influencers will reach USD 24 billion in 2024. A recent report from the Pew Research Center highlights an emerging online trend, news influencers. Pew defines news influencers as individuals with more than 100,000 social media followers who predominately discuss the news. Pew notes that 77% of the news influencers they identified in the US were not affiliated with a news organization. Pew has previously reported that 54% of Americans consume news on social media. The latest Pew survey shows that 21% of Americans, and 37% of those aged 18 to 29 receive their news from news influencers. In addition to raising questions about the fact fullness of online information, the trend also adds pressure to traditional media outlets who continue to struggle to attract audiences and revenues.

Source: Pew Research Center, November 2024