Daysia Tolentino is a culture and internet reporter for NBC News.
Social media influencers were a hot topic during the 2024 presidential race as both parties courted creators ahead of the election. Now, a new Pew Research Center survey reveals just how impactful so-called news influencers are in the current information ecosystem. About 21% of U.S. adults are turning to news influencers for information, with most saying creators “helped them better understand current events and civic issues,” according to the study.
Throughout the election, young creators were also driving messaging to their audiences on political topics, including Project 2025, a conservative policy road map from the Heritage Foundation aimed at laying the groundwork for a future Republican administration. Donald Trump and Vice President Kamala Harris both appeared on podcasts hosted by popular online personalities ahead of the election.
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