According to the latest opinion poll conducted by the Pew Research Center in collaboration with the Knight Foundation, approximately one-fifth of Americans indicate that they get news from influential figures on social media, who are commonly known as internet celebrities or “KOLs” (Key Opinion Leaders).
The survey carried out from July 15 to August 4 defines influential figures as individuals who regularly post articles on current affairs and have over 100,000 followers on platforms like Facebook, Instagram, TikTok, X social media, or YouTube.
Covering a total of 10,000 adults, the poll revealed that 21% of respondents acquire news from influential figures on social media, with the proportions across party lines being relatively similar.
However, there is a noticeable age disparity within the group who rely on internet celebrities as news sources. The survey found that among adults under the age of 30, 37% stated they use internet celebrities for news, while this percentage dropped to 26% for those aged 30-49, and 15% for individuals between 50-64.
Among those obtaining news from social media, 65% believe that internet celebrities help them better understand current events and civic issues, while 71% indicate that news from internet celebrities differs to some extent from other sources.
Respondents at both ends of the political spectrum are more likely to agree that internet celebrities aid their comprehension of modern news, a view more prevalent than those holding neutral positions. Additionally, these groups are more inclined to consume content from internet celebrities that align with their own perspectives.
The Pew Research Center also surveyed 500 news influencers and found that the most popular social media platform among them is X, with 85% having accounts on X, followed by Instagram and YouTube.
About two-thirds of the influencers stated that they are active on multiple social media platforms, with 27% simultaneously using five or more platforms. The number of male influencers is significantly higher than female, with a ratio of 63% to 30%.
As social media continues to expand its influence, political figures have taken notice. In the 2024 US presidential election, both presidential candidates participated in podcast shows and utilized social media platforms for campaigning. Furthermore, the survey revealed that approximately one-third of social media news influencers host their own podcasts.