Younger audiences gravitate towards news influencers, according to Pew study

Social media influencers are proving to be a significant source of news for young Americans, a recent study by the Pew Research Center reveals. As traditional news organisation face new challenges in reaching diverse and younger audiences, this emerging trend underscores the potential for evolution within the media landscape. Conducted with an extensive sample of nearly 11,000 U.S. adults, Pew’s study sheds light on how digital platforms and influencers are reshaping news consumption habits and presents opportunities for broadcasters keen to adapt.

Pew Research categorises news influencers as individuals who disseminate information about current events and civic matters on platforms like Facebook, Instagram, TikTok, X and YouTube, and who have at least 100,000 followers. By employing a human-aided AI model, Pew’s American Trends Panel examined posts from 500 such influencers throughout July and August.

A striking finding of the study is that almost 40% of Americans aged 18 to 29 regularly access news through these social media accounts, in contrast to 7% of individuals aged 65 and above. This demographic shift emphasises the generational divide in news consumption preferences, with younger audiences favouring more personalised and interactive formats.

Significantly, 83% of followers turn to influencers specifically for breaking news updates. This indicates a strong demand for timely and direct information, often perceived as more relatable than traditional news outlets. Furthermore, the study notes the enduring relevance of audio content, with 34% of influencers hosting podcasts, a figure that jumps to nearly half among YouTube influencers.

Further insights from the study highlight that 70% of followers perceive news from influencers as distinct compared to conventional media sources. This uniqueness, along with the intimate nature of the influencer-follower relationship, is evidenced by 31% of participants expressing a personal connection with these influencers.

Monetary ventures are also a common thread among influencers, with almost half incorporating paid subscriptions and 20% selling branded merchandise. Despite operating independently — 77% of influencers have no formal ties to news organisations — these digital figures wield considerable influence. Interestingly, influencers linked to traditional media are found to be more reticent about sharing their political viewpoints.

In terms of platform preference, X (formerly known as Twitter) emerges as the most popular, with 85% of influencers using it to disseminate their content. Instagram (50%) and YouTube (44%) also feature prominently in their digital strategy.

The detailed analysis includes user responses on the type of news obtained via social media stimuli, alongside the impact of such content on their understanding of current affairs and societal issues. This is part of the Pew-Knight Initiative, a collaborative programme between The Pew Charitable Trusts and the John S. and James L. Knight Foundation.

As these findings illustrate, young, female and diverse audiences are embracing mobile-first platforms and short-form video, steering media consumption away from traditional channels. This shift invites news publishers to evolve by reassessing content strategies, potentially integrating influencer dynamics into their offerings.

Source: Noah Wire Services