Despite TikTok’s future in the U.S. hanging in the balance, social media platforms have become a main source of news consumption. According to Pew Research Center, one in five Americans regularly turn to influencers on social media for news. While this marks a shift in how audiences consume media — from standard digital news to social video and audio content — it doesn’t signify the end of traditional journalism.
In fact, it’s quite the opposite. It presents an opportunity for journalists and media organizations to adapt and thrive in a new media environment. In other words, they can steal the audiences back or, at the very least, share them.
Pew defines news influencers as “people who regularly post about current events and civic issues on social media. News influencers can be journalists who are or were affiliated with a news organization or independent content creators, but they must be people and not organizations.” At Muck Rack, we expand this definition to include journalists and nonjournalists who share news via alternative channels like podcasts and newsletter platforms, such as Substack. Examples include Joe Rogan, Kara Swisher, Mary Trump, Candace Owens, Ethan Klein and Lex Friedman.
The Pew study shows that nearly two-thirds of Americans say news influencers have helped them better understand current events and civic issues. News influencers engage directly with their audiences by sharing digestible content in a way that builds trust, which, in turn, generates return visits and engagement. They’ve tapped into the very thing traditional media are increasingly struggling with: relatability.
As audiences have become more segmented, a one-size-fits-all message no longer resonates. Simply pushing out content with a singular point of view is no longer effective. Instead, media organizations should consider exploring ways to mimic influencers’ strategies to engage audiences.
But how? By leveraging the foundational skills that have upheld our industry for generations: storytelling and ethics.
News influencers are secondary sources who rely on the primary reporting of journalists to provide relevant content to their audiences. Without this work, they would have little to share, which means the role of journalism remains invaluable. News influencers are also constantly scrutinized for spreading misinformation since they’re not required to follow editorial guidelines and standards.
Journalists can start by taking a page from the public relations playbook. A story’s life can be extended beyond a news site’s digital walls when the reporter shows up on other platforms, including emerging social media platforms after the story is published. They can go on a podcast, do an AMA on Reddit or create a short video for TikTok.
Coming out from behind the curtain and sharing more about who they are, how they gathered the facts and who they spoke with “at the scene” are easy ways to build relatability and drive engagement. It also adds a layer of legitimacy to the storytelling that audiences crave in this era of misinformation — something an influencer can never offer, no matter how many followers they have.
It’s time to think of the rise of news influencers as not a threat to journalism but a call to action. Our journalistic values remain essential, and if the media industry can adapt, we’ll be able to ensure that real news remains the go-to source of trusted information.
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