A recent study by the Reuters Institute has shed light on the growing trend of news influencers around the world. These influencers, who often discuss current events on platforms like YouTube and TikTok, offer alternative viewpoints that appeal to a wide audience. While they may not have the same support and viewership as traditional news outlets, their influence is steadily increasing.
The study focused on five countries and compared news influencers to mainstream news brands on popular online networks such as Facebook, Twitter, YouTube, Instagram, Snapchat, and TikTok. In the United States, for example, news influencers like Tucker Carlson and Joe Rogan have gained significant followings on platforms like X and YouTube, despite the controversial nature of their content.
Similarly, in the United Kingdom, traditional news brands like BBC and Sky News dominate platforms like Twitter and Facebook, while younger news influencers challenge them on YouTube and TikTok. Popular influencers like James O’ Brien and Robert Peston have amassed large followings by providing engaging and informative content.
In France, a digital-first organization called Brut and news influencer Hugo Décrypte have become major players in the news landscape, gaining millions of followers on TikTok and YouTube. These alternative voices often rival traditional outlets in terms of online mentions and engagement.
In Argentina and Brazil, mainstream news brands like TN and Globo still hold sway on social media, but news influencers like Jorge Lanata and Alexandre Garcia are gaining traction with their unique perspectives and celebrity status. Traditional outlets are adapting to the changing media landscape by branching out to new platforms and embracing social media to reach a broader audience.
Overall, the study highlights the importance of understanding and adapting to the rise of news influencers in the digital age. By studying these trends and engaging with new voices and perspectives, traditional news outlets and journalists can better serve their audiences and stay relevant in an ever-changing media landscape.
