Social media influencers are emerging as significant news sources for American adults, according to an article by Jessica Maddox, associate professor and co-director of the Office of Politics, Communication, and Media at the University of Alabama, published by Nieman Lab. 

The prediction, supported by recent research from the Pew Research Center released in November 2024, reveals that 21% of U.S. adults now rely on news influencers for information about current events and civic issues.

The findings align with broader trends in news consumption, as over half of U.S. adults (54%) report getting news from social media platforms at least occasionally. According to Maddox, this shift represents a fundamental change in how Americans access and consume news content.

The Democratic National Committee’s recent strategy tried to leverage influencers. The organization invited more than 200 TikTok creators and YouTubers to its convention, including content creators who had not previously focused on political content. This move sparked tensions with traditional journalists.

Maddox believes that traditional boundaries between entertainment and information continue to blur, citing popular content creators like podcast host Joe Rogan to demonstrate this convergence. The Joe Rogan Experience, consistently ranking among America’s most-listened-to podcasts, combines casual conversation with news discussion in three-hour episodes.

The associate professor also states that content creators are developing new formats for news delivery. Some use short-form video platforms like TikTok to discuss current events while performing everyday activities, such as applying makeup or baking bread. This “casual, intimate conversation style” resonates with audiences seeking more personalized news experiences.

Maddox suggests that influencers serve as “doorways to information and ideas” in the current media environment. Their impact extends beyond traditional news delivery methods, with many social media creators effectively functioning as op-ed writers or cultural commentators.