By Grace Gallowitz
Imagine an age where your newsfeed is curated by people you follow on TikTok and Instagram rather than seasoned journalists in stuffy newsrooms. Forget the evening broadcast: Your updates will come in real-time, unfiltered, from the palm of your hand. This is not science fiction; it is our current reality. The distinction between influencer and journalist has begun to blur, and the concept of “news” is being redefined in front of our eyes. Is this the beginning of a new age of knowledge, or are we descending into a society where truth is as temporary as a viral trend? The power to inform is moving, and the issue is whether we are prepared for the change.
About one in five Americans — including a much higher share of adults under 30 at 37% — say they regularly get news from influencers on social media according to Pew Research Center.
Influencers bring immediacy and authenticity, which is a vital part of this change. Unlike traditional news cycles, which follow set schedules and editing processes, influencers give real-time updates and unedited perspectives. This immediacy appeals to viewers accustomed to quick satisfaction and personalized material.
“If you think about the kinds of journalism that mainstream media outlets do, that’s very different than community journalism,” stated an NPR article about how influencers are impacting the media. “That type of information that is closer to communities often is seen as more, ‘authentic.’”
“It’s something that audiences trust more,” the article stated, “And these large media outlets, unfortunately, have kind of lost that connection with their audiences.”
This feeling of trust makes their audience listen to what they have to say. But authenticity by itself doesn’t mean that information is reliable. Even if an influencer really believes what they’re saying, they can still spread false or biased information. The desire for integrity can also be controlled, leading to carefully curated personas that mimic realness without possessing genuine substance.
Kimberly Choto, communications professor at The University of Tampa, said it’s easy to look credible.
“To get credibility, I’m going to look and sound the part, and I’m going to talk like this, and I’m going to maybe be behind a desk that’s in my living room, and I’m going to have my degrees behind me,” said Choto. “[That] absolutely could work, or you’re trying to get through the clutter and you’re under your desk.”
While influencers give a sympathetic and accessible way to consume news, their lack of accountability is a concern. Traditional journalists follow strong ethical guidelines and fact-checking standards, while influencers face fewer restraints. Without control, misinformation may spread quickly, impacting public opinion without being checked.
Social media algorithms also influence news consumption. These platforms promote satisfying or polarizing material to engage users. This means that an influencer’s content is impacted by their own biases and what gets the most clicks, shares, and interactions. Audiences may become echo chambers where they only hear information that supports their ideas.
“I think there’s value in the type of media like X or Bluesky or Threads because it is typically uncurated, very quick information,” said Choto. “And there’s some peace to that.”
Even with these concerns, some influencers have worked to protect the ethics of journalism. Some work with well-known news outlets and others make sure the information they share is accurate before they share it. But since there aren’t any industry-wide standards or rules in place, it’s mostly up to the audience to figure out which sources they can trust and which ones they shouldn’t.
For example, lifestyle and beauty influencer Alix Earle creates interesting, unvarnished content. She became famous on TikTok with her Get Ready With Me (GRWM) videos, which show her makeup routines, clothes hauls, and social life. Earle has a loyal audience due to her personable, high-energy demeanor. She opens up about her education and personal challenges, making her material seem genuine.
Because she addresses the highs and lows of her life without hiding any flaws, Earle’s honesty gives her a significant impact. She establishes credibility with her audience by being honest while talking about breakups and issues with acne. Because of her openness, her suggestions seem sincere, which enables her to influence trends and establish a close bond with her followers.
Using influencers as news sources is a big sign of a big change in journalism. They are quick, easy to relate to, and they give different points of view, but the fact that they aren’t supervised raises concerns about their truth and responsibility. As long as this trend keeps going, it will be important to find a balance between standard reporting norms and how the media is changing. Consumers must become more media literate, verifying sources and questioning biases, while platforms and policymakers should consider new ways to ensure information integrity in the digital age.
–
Photo courtesy of Jason Howie, CC BY 2.0, via Wikimedia Commons.
