At Marx Layne public relations and digital media, our account professionals frequently engage meaningful influencers to help convey our clients’ messaging to targeted audiences.

Pew Research Center’s latest study shines a light on a radical shift in the media landscape, revealing that 21% of U.S. adults — and a staggering 37% between ages 18 to 29 — regularly get their news from influencers.

This trend signals a fundamental change in how Americans consume information. The days of centralized gatekeeping by established news organizations have given way to a more decentralized landscape, where individuals with large followings — often without journalistic training or affiliations — shape public discourse.

 Who’s Consuming News from Influencers?

Younger generations are leading this change. While only about one in five Americans overall regularly consume news from influencers, the figure nearly doubles for adults under 30.

This trend spans political divides, with both liberals and conservatives engaging equally. Many are drawn to the variety of content influencers provide, from breaking news to opinions and humor. Most (65%) say influencers help them better understand current events, and 70% find the news they receive noticeably different from traditional outlets.

Key Pew findings include:

• Viewpoint Balance: While 61% encounter a mix of opinions they agree and disagree with, far more say they mostly agree with influencers’ views (30%) than mostly disagree (2%).
• Personal Connection: Only 31% feel a personal bond with influencers, suggesting that content value drives engagement more than personality.

Who Are the Influencers?

The Pew study defines “news influencers” as individuals with at least 100,000 followers on platforms like X (formerly Twitter), Instagram, and TikTok, who regularly post about current events or civic issues. Notably:

• Most influencers lack traditional news ties: 77% have no affiliation with news organizations.
• Gender imbalance: Men occupy a majority of the space, making up 63% of news influencers.
• Political leanings vary: Slightly more influencers identify as conservative (27%) than liberal (21%), though half remain politically neutral.
• Most popular platform: 85% of influencers maintain accounts on X, but many operate across multiple sites, including Instagram and YouTube. TikTok, in particular, stands out for its balanced gender representation and left-leaning voices, making it a growing hub for younger, diverse audiences.
   

What This Means for Public Relations Professionals

The growing influence of social media personalities in the news space has created a blend of challenges and opportunities for public relations professionals. Influencers’ independence from traditional structures means PR pros will be best served by treating influencers as dynamic partners rather than simply as outlets to pitch desired media coverage.  

Clear, authentic messaging will be crucial, ensuring that influencers have the context and resources needed to convey accurate information. The ability to navigate this decentralized news environment will increasingly define success in media relations.

Moving Forward

For public relations professionals, the rise of news influencers isn’t just a media trend, it’s a redefinition of how information is shared and consumed. By building relationships with influencers who align with their brand’s mission and tapping into their platforms, public relations teams can reach audiences in ways traditional media no longer can.

Adaptability will be key. Influencers and their audiences value relatability and transparency, meaning communications strategies must balance message control with authenticity. As the lines between news, entertainment, and opinion continue to blur, PR teams that navigate these nuances effectively will help their brands stay relevant, resonant, and trusted in 2024 and beyond.