A new survey finds there has been an astonishing change in how young Americans consume news. Almost 40% of 18- to 34-year-olds told researchers that they receive information about current affairs and trends from social media influencers.
The media research firm Youth Insights found that nearly four in ten young people prefer getting their news from platforms such as Instagram, YouTube, TikTok, or Twitter, where influencers often break stories or share updates in a format more relatable and digestible compared to traditional news outlets.
Key Findings:
40% of young Americans (ages 18-34) say they turn to influencers on social media for news and updates.
The number rises to 55% among Gen Z (ages 18-24), signaling a dramatic shift in media consumption habits.
Social media influencers are seen as more trustworthy than traditional news sources by many in this age group, particularly due to their perceived authenticity and personal connection with their audience.
Influencers, particularly those in niche areas such as politics, health, and finance, are increasingly considered experts. Many have fostered large followings by consistently sharing information in a palatable, often entertaining manner.
“Influencers have become the modern-day gatekeepers of information for young people,” said Sara Mendez, lead researcher at Youth Insights. “Their ability to connect directly with their audiences and provide news in formats that feel more conversational has earned them a level of trust that traditional media outlets are struggling to achieve.”
Why Young People Are Flocking to Influencers
That trend reflects a broader dissatisfaction with traditional media outlets: The mainstream media is either too sensational or too far removed from one’s reality. The influencers are perceived as being closer to reality, more honest and transparent in many cases when providing personal takes, unfiltered opinions, and insights that feel more relatable.
The survey also observed that influencers may give more in-depth discussions over niche topics or subjects not widely covered, as these aren’t always up on the front lines of traditional news shows.
“As for news delivered by influencers, it feels more personal and honest,” said Daniel Park, a 23-year-old student at New York College. “You’re not getting the same corporate spin or clickbait that you get from major news networks.”
Potential Concerns
While the online poll served to spotlight the growing influence of social media personalities in news consumption, experts even had something to say about the potential increase in misinformation. Influencers often are not subject to the checks and balances provided by the editorial oversight of mainstream newsrooms; therefore, false or misleading information spreads quickly within communities holding these figures in high esteem.
“We need to be careful regarding the proliferation of influencers as news sources,” said Dr. Linda Crawford, professor of media studies at NYU. “While they can offer perspectives that are unique and valuable, their abilities to fact-check or report objectively vary widely, which risks public trust in the news.”
What does this portend for traditional media?
This shift represents a growing challenge for traditional news outlets, which are increasingly being outpaced by social media platforms in terms of engagement, particularly among younger audiences. To stay relevant, many established news organizations are attempting to collaborate with influencers or expand their own presence on social media platforms.
Actually, several big media houses have already begun to collaborate with popular influencers to deliver news in more engaging ways. However, the experts are unanimous that the increase in using influencers as news providers would further compel media to change.
Future Tomorrow
Whether this will deepen reliance on these figures for news or will spur a backlash against misinformation that prompts the younger generation to seek out more traditional sources is hard to say.
For now, one thing is clear: the impact of social media influencers on how young Americans consume their news is undeniable and doesn’t seem to be letting up.