It’s no secret: the way people get their news is changing fast. According to Pew Research Center, one in five Americans now say they regularly get their news from influencers on social media. For Gen Z, that number jumps to 37% – a higher percentage than those who rely on print, cable, or even network news. A full 65% of those who get news from influencers say it helps them better understand current events, and nearly three-quarters say that news “feels different” from what they get from traditional sources. The same study found that most people who follow these influencers say they receive a mix of facts, personal perspectives, and breaking news, often in formats that feel more relatable, entertaining, and interactive than a legacy media broadcast.

Meanwhile, trust in legacy media continues to fall across demographic groups. Gallup reports that just 32% of Americans say they trust the mass media “a great deal” or “a fair amount.”

That number dips even lower for younger audiences and people of color, who have long felt misrepresented (or entirely left out) of traditional news coverage. All of this is happening as newsrooms shutter at an alarming pace, creating “news deserts” in communities already underserved by the press. Since 2005, the U.S. has lost over 3,200 newspapers, and more than half of all counties now have either no local news outlet or only one, often with minimal staffing and limited coverage. 

The State of Local News, a Northwestern University study found that two newspapers are closing every week, with rural areas and communities of color hit the hardest. In places like Mississippi, New Mexico, and Alaska, large swaths of the population are now navigating daily life without any local newsroom presence at all. This shift is leaving critical gaps in trusted, community-rooted information, particularly in the places where local reporting is most needed to drive civic engagement. As traditional news infrastructure crumbles, new forms of information-sharing are taking shape. In a media ecosystem dominated by algorithms and short attention spans, creators, sometimes dubbed “news influencers” or “newsfluencers”, are filling the void. Pew defines “news influencers” as individuals who regularly post about current events and civic issues on social media, and who have at least 100,000 followers. These include creators like Vitus “V” Spehar (@underthedesknews) who delivers fast-paced political explainers, Benjamin Zamora (@benjaminzg), a Telemundo journalist who shares current events, and Alex Kellerman (@the4ckinnews), a creator who shares unbiased news in a comedic format. Their content is as varied as their audiences, but all of it is rooted in trust, clarity, and community.

According to Pew, 77% of news influencers have no formal affiliation with a news organization. They’re not tied to an editorial board or legacy newsroom. And yet, their reach and relevance is undeniable. The 2024 election cycle cemented the role of creators in modern civic discourse. News influencers and creators were credentialed by both Republicans and Democrats to attend and report on their conventions. Digital-first outlets like The Recount, MeidasTouch and FEMINIST have massively eclipsed the followings of traditional news outlets like The Washington Post or CBS News on TikTok.

Presidential candidates Donald Trump and Kamala Harris appeared on creator-led podcasts and livestreams, trading traditional media appearances for conversations hosted by influencers like Joe Rogan, Theo Von and Alex Cooper – creators and podcast heavyweights with massive followings and unique access to younger, more diverse audiences. These moments were central to how millions of people experienced and understood what was at stake in the election – often serving as the primary, not secondary, source of political information. That independence, paired with real-time engagement and a deep understanding of what resonates online, has made creators powerful players in the information landscape.

Creators are building massive followings, reaching audiences where they are: on TikTok, Instagram, YouTube, Twitch, Discord, Substack and more.

Whether we call them “newsfluencers,” creator-journalists, or simply trusted voices, the lines between journalism, advocacy, and influence are blurring. And that’s not necessarily a bad thing. Creators aren’t replacing journalists, but they are building something new. Their feeds move faster, speak more plainly, and build trust in different ways. In a world where misinformation travels faster than fact checks, that speed and connection matters. As more communities lose access to traditional local reporting, creators are increasingly becoming the connective tissue between people and the policies that shape their lives. And whether the media world is ready or not, this is where the audience has gone.

 

Read the full article about newsfluencers and local media by Social Currant and New Media Ventures at Social Currant and New Media Ventures.