About one in five Americans – and a virtually identical share of Republicans and Democrats – regularly get their news from digital influencers, especially prevalent on the social media platform X, according to a comprehensive report released on Monday by the Pew Research Center.
The findings emerged from a detailed survey of more than 10,000 U.S. adults and analyzed social media posts shared over the summer by various influencers. This data provides crucial insights into how Americans consumed news during the high-stakes U.S. presidential campaign that culminated in President-elect Donald Trump’s controversial victory.
The study scrutinized accounts operated by individuals who actively post and engage with current events, including podcasts and newsletters, and command over 100,000 followers on platforms like Facebook, Instagram, YouTube, X, or TikTok. These influencers span the political spectrum, featuring progressive voices such as Brian Tyler Cohen, known for his impactful podcast, alongside conservative commentators like Ben Shapiro, and non-partisan figures such as Chris Cillizza, a former CNN analyst who has transitioned to running his own newsletter.
The report highlighted that news influencers predominantly focused on political content and the election, closely followed by pressing social issues like race and abortion and international conflicts, including the ongoing Israel-Hamas war. Notably, a substantial 63% of these influencers are men, while a significant 77% lack any formal ties to traditional media organizations. Pew’s analysis revealed that nearly half of the influencers sampled did not showcase a distinct political stance, while those who did leaned slightly more conservative.
During the campaign, both major political parties actively courted influencers, including those with minimal political engagement, to reach voters increasingly reliant on alternative news sources. This strategic outreach reflects a growing recognition of the power of social media figures in shaping public opinion and political engagement.
The Republican and Democratic national conventions had credentialed influencers to cover their respective events this past summer, emphasizing the growing reliance on these digital figures to engage with a broader audience. Notably, Vice President Kamala Harris appeared on Alex Cooper’s popular “Call Her Daddy” podcast, blending a light-hearted discussion about Bay Area basketball with her policy perspectives. Simultaneously, Donald Trump engaged in casual conversations on podcasts like “Bussin’ With the Boys” and “Flagrant,” alongside Joe Rogan, aiming to resonate with young male voters through a relatable and entertaining approach.
“These influencers have really reached new levels of attention and prominence this year amid the presidential election,” stated Galen Stocking, a senior computational social scientist at Pew Research Center. “We thought it was really important to look at who is behind some of the most popular accounts – the ones that aren’t news organizations, but actual people.”
Even though 85% of news influencers have a presence on X, many of them also maintain accounts on other prominent social media platforms, such as Facebook, Instagram, YouTube, and TikTok, reflecting their broad reach and diversified audience engagement strategies.
Racial minorities, young adults, and individuals with lower incomes were found to be more inclined to obtain their news from these influencers, highlighting a demographic trend in news consumption. A majority of those surveyed by Pew expressed that news influencers have enhanced their understanding of current events, while approximately a quarter noted that the information consumed has not significantly impacted their perspectives. A smaller segment, around 9%, reported feelings of increased confusion stemming from influencer content.
Media analysts have expressed ongoing concerns regarding the potential for influencers—most of whom operate without stringent editorial oversight—to propagate misinformation or serve as tools for America’s adversaries seeking to disseminate biased narratives. Nevertheless, some influencers have positioned themselves as voices offering neglected viewpoints, attempting to fill gaps left by traditional media.
Pew’s study, conducted as part of an initiative funded by the Knight Foundation, revealed that 70% of survey respondents perceive the news they receive from influencers as somewhat distinct from traditional news sources. Approximately a quarter of respondents categorized this information as “extremely or very different,” underscoring the unique role influencers play in the contemporary media landscape.
Interestingly, the report indicated that TikTok stands out as the only major platform where right-leaning influencers do not outnumber their liberal counterparts. Furthermore, Pew found that news influencers on TikTok tend to show greater support for LGBTQ+ rights or identify as part of the LGBTQ+ community, contributing to the platform’s dynamic and diverse social discourse. It also features the smallest gender gap among news influencers, indicating a more inclusive representation.
What are the potential risks and benefits of getting news from digital influencers instead of traditional media outlets?
**Interview with Galen Stocking: Insights on Digital Influencers and News Consumption**
**Interviewer:** Today, we’re speaking with Galen Stocking, a senior computational social scientist at the Pew Research Center, who recently co-authored a pivotal study on the role of digital influencers in American news consumption. Galen, thank you for joining us.
**Galen Stocking:** Thank you for having me!
**Interviewer:** Your recent report reveals that about one in five Americans gets their news from digital influencers. What does this tell us about the current media landscape in the U.S.?
**Galen Stocking:** It highlights a significant shift in how Americans, regardless of political affiliation, are consuming news. Digital influencers are increasingly becoming a primary source of information, especially during important events like the presidential election. This reflects a broader trend of people turning to social media for news rather than traditional outlets.
**Interviewer:** The study shows that influencers span across the political spectrum. Can you elaborate on the diversity of these voices and their impact on public discourse?
**Galen Stocking:** Absolutely. Our analysis included influencers from various political backgrounds—progressive voices like Brian Tyler Cohen and conservative figures like Ben Shapiro. We also found that nearly half of the sampled influencers didn’t clearly align with a specific political stance. This diversity allows them to engage with a broader audience and address pressing social issues like race and abortion, not to mention their coverage of international events.
**Interviewer:** In your findings, you note that many of these influencers lack formal ties to traditional media. What implications does this have for how news is created and disseminated?
**Galen Stocking:** It suggests that the gatekeeping role of traditional media is diminishing. Many influencers are shaping narratives independently and have substantial follower bases. This democratization could be positive, as it allows a variety of voices to be heard, but it also raises concerns regarding the reliability and accuracy of the information being shared.
**Interviewer:** You mentioned that politicians from both parties are actively courting influencers. How are campaigns leveraging these figures to connect with voters?
**Galen Stocking:** Campaigns are recognizing that influencers can reach demographics that might not engage with traditional political ads. By appearing on popular podcasts or engaging with influencers on social media, they can present their messages in more relatable ways. For example, Vice President Kamala Harris joined a light-hearted podcast with a sports theme, while Donald Trump opted for casual conversations, appealing to younger voters.
**Interviewer:** Lastly, the report indicated that certain demographics, like racial minorities and young adults, are more inclined to follow these influencers for news. Why do you think that is?
**Galen Stocking:** Many young adults and racial minorities are increasingly skeptical of traditional media and seek sources that they relate to or trust. Digital influencers often provide a more personal and engaging form of content that resonates with their experiences and perspectives. This trend underscores the need for media literacy as people navigate a more fragmented information landscape.
**Interviewer:** Thank you, Galen, for sharing your insights on this evolving topic. It’s clear that digital influencers are fundamentally reshaping how news is consumed and understood in today’s society.
**Galen Stocking:** Thank you for having me! It’s an important conversation to have as we move forward in this changing media landscape.
