Influencers as News Providers: The Rise of Social Media for News Consumption
In a recent study by the Reuters Institute's "Digital News Report," which surveyed 100,000 people across 48 countries, it was revealed that social media has now become the top news source for adults in the United States. The report states that 54% of Americans access news via social media and video networks, overtaking both TV news (50%) and news websites/apps (48%) for the first time.
This shift towards social media as a primary news source is likely due to the algorithms used by these platforms, which incentivize argument and angst as they view these interactions as engagement. Engagement leads to more reach, more discussion, and more audience, which effectively incentivizes divisive and polarizing takes. This is a significant contributor to the current state of political discourse and explains why Elon Musk was keen to buy Twitter to manage the narratives around himself and his business interests.
The report also highlights the specific platforms that people are using for news engagement. While Facebook and YouTube remain the top news sources for most people, especially those in older brackets, the use of Instagram and TikTok for news has jumped up recently. Younger audiences are far more likely to rely on social media platforms for news updates, and when you look at the way they use the apps that are most popular in these segments, it points to influencers having more sway over their opinions.
This trend is likely to continue as these younger audiences grow up and become more reliant on the voices they trust over "mainstream" media. Personalities who connect with their audiences and deliver the information they want to hear will have an increasing impact on confirmation bias in the future. This could lead to a future where more people look to their favorite streamers to guide their thinking, rather than traditional media outlets.
Is this a better outcome? It depends on your perspective. Many people are now increasingly skeptical of the media and the information they get from news sources, a sentiment emboldened by events like COVID and the mixed messaging around how to best manage and mitigate its impacts. Combine this with the fact that younger users are growing up with influencers as their peer guides, and you can see how this next cohort of digital media voices will be shaping elections in the years to come. MrBeast for President? That’s is absolutely a possibility as these creators continue to gain more influence and power in their own right.
The report also looks at the rise of video content specifically and how people are looking to engage with news content online. Video is now so readily available and accessible via mobile apps that more people are willing to watch a clip rather than read. This trend towards video consumption could have impacts for learning down the line, as it may lead to a less informed, more rapid approach to news and information that is more susceptible to misinformation and disruption through various means.
Can traditional media outlets regain trust and become more significant news and information sources once again? The stats point towards a future where we are reliant on influencers like Joe Rogan to keep people informed. As we continue to adapt to an increasing array of inputs all the time, it remains to be seen if we can maintain a healthy balance between rapid consumption and in-depth understanding of complex topics.
