The White House’s decision to open its press briefing room to social media creators and podcasters is the latest signal that news influencers – social media creators whose brand focuses on news analysis and commentary – are forming an increasingly important part of the American media diet.
A recent report from the Pew Research Center found that 21% of Americans and 37% of adults under 30 regularly get their news from influencers. Our colleagues at the Health Media Insights newsletter offer some key takeaways from Pew’s report:
Most are independent. Over three-quarters of news influencers have no affiliation or background with a traditional news organization, according to Pew. Many have instead built their brand on other expertise, like family medicine physician Dr. Mike Varshavski, who has amassed over 20 million followers across YouTube, Instagram and TikTok covering health care news.
Conversation moves fast. Pew found that influencers often incorporate commentary on events into their posts as they happen. To see this in action, look no further than conservative health influencer Alex Clark, who often posts upwards of a dozen takes on politics and health each day on X. As users seek out live discussion of breaking news, news influencers are equipped to meet their demand instantly and, in turn, set the narrative.
TikTok stands apart. According to Pew, the typical news influencer is male and right-leaning. TikTok is distinct in that its influencers are more balanced by gender and likelier to lean left, possibly because it’s dominated by younger users. So even when news narratives seem aligned across sites like X and Facebook, the conversation on TikTok can look significantly different.
Keep in mind: While news influencers provide widely consumed commentary and analysis, many still rely on the original reporting produced by traditional media, so a well-placed story in a top-tier outlet remains valuable for driving conversation.
To sign up for Health Media Insights, email health@fgsglobal.com.
