Over 20% of Americans rely on influencers for news, finds study

Social media influencers are transforming how Americans consume news. A Pew Research Center survey found that about 21% of US adults and 37% of adults under 30 rely on influencers for news and insights on current events and civic issues.

Pew analyzed 500 influencers who regularly post about news, each boasting over 100,000 followers across platforms like TikTok, Instagram and X.

These creators, often without traditional journalism backgrounds, are emerging as key alternatives to legacy media, especially among younger audiences.

The numbers are not surprising
Influencers played a significant role in the 2024 election as the two presidential candidates used creators while campaigning. The Democratic convention credentialed 200 creators, while the Republican event hosted 70. 

Both candidates appeared on popular podcasts, including the Joe Rogan Experience and Call Her Daddy, reflecting the growing importance of online personalities in political messaging.

Most influencers lean conservative, except on TikTok, where liberal voices are more prevalent. This evolving landscape highlights influencers’ expanding influence on public discourse.

The Pew study also found:

• More than 60% of news influencers are men. However, the gender gap is the smallest on TikTok, with 50% male and 45% female influencers.
• X is the most popular for news influencers, with 85% of creators active on the platform.