Following the 2024 U.S. presidential election, a significant number of Americans, approximately one in five, regularly receive news from digital influencers, particularly on the platform X (formerly Twitter). This trend encompasses both Republicans and Democrats, according to a report from the Pew Research Center published on November 18, 2024.
The study analyzed over 10,000 American adults and examined social media posts from influencers with over 100,000 followers. Among these influencers, a diverse political spectrum is represented, including figures like progressive podcaster Brian Tyler Cohen and conservative podcaster Ben Shapiro.
The report indicates that influencers primarily focus on political and electoral content, followed by social issues such as race and abortion, and international events like the Israel-Hamas conflict. Notably, 63% of these influencers are male, and 77% lack any affiliation with traditional media organizations.
During the election campaign, both political parties engaged digital influencers to reach voters increasingly reliant on non-traditional news sources. Accredited influencers covered the Republican and Democratic National Conventions, with notable interactions between Vice President Kamala Harris and various podcasters, as well as Donald Trump's appearances on popular shows targeting younger male audiences.
Approximately 85% of news influencers are active on X, with many also present on platforms like Facebook, Instagram, YouTube, and TikTok. Pew's findings reveal that racial minorities, young adults, and low-income individuals are more inclined to seek news from these influencers.
Concerns have been raised about the potential for misinformation from influencers who may not adhere to editorial standards. However, many influencers present themselves as voices for underrepresented perspectives. Pew's research indicates that 70% of respondents believe news from influencers differs somewhat from traditional news sources.