Newsfluencers are becoming increasingly visible on social media platforms. They have the power to engage the younger generation more with news. But are they a reliable source, and what effect do they have on journalists?

The term newsfluencer – a combination of the words news and influencer – was introduced by Summer Harlow, associate director of UT Austin’s Knight School for Journalism in the Americas.

Newsfluencers are online creators who consistently share insights on current events or civic issues via social media platforms such as Instagram, TikTok, and X. They work mostly independently in contrast to traditional journalists, who typically operate under established newsrooms and editorial boards.

Vitus Spehar, for example, created a TikTok account called Under The Desk News. During the attack on the Capitol Building in Washington on Jan. 6, 2021, Spehar created a short video while lying under a desk. After the success of this video, they continued to share videos online focusing on explaining current events simply.

@underthedesknews #nato #usolitics #zelensky #ftmoore #bemoore #army ♬ original sound – UnderTheDeskNews

Especially among the younger generation, newsfluencers appear to gain popularity. For those turning away from traditional news, these accounts seem to offer a suitable alternative.

But let’s not forget that almost everyone can post whatever they want.

Reliability
Despite their growing audiences, we should remain critical of the accuracy and reliability of these newsfluencers. While some of them have a journalistic background, many do not. Personal opinions and unintentional errors can easily slip into their work due to a lack of journalistic training or fact-checking skills. Additionally, without an editorial team overseeing their work, there is little to no external control over what they publish.

We should also consider the motivations behind their reporting. Are they driven by a commitment to uncover the truth and an intention to inform the public? Or is this just another business model designed to gain more likes?

Real journalism
This motive might be the fundamental difference between journalists and newsfluencers. According to journalist Andy Ford, a real journalist is someone who works with  integrity and understands a story has always two sides.

I would add that someone needs knowledge of the journalistic field, whether through education or experience, in order to be considered a journalist. They work according to journalism’s ethical code, with the main goal of informing the public and holding those in power accountable.

Furthermore, Ford emphasizes the importance of being attentive and critical. He encourages people to fact-check online content.

These newsfluencers are often perceived as a threat to journalists. After all, fewer people are following the news through traditional media, and more are turning to these alternative social media accounts. But perhaps these newsfluencers also have a positive side.

Renewed interest
It is well-known that more people experience news fatigue or are even actively turning away from the news. They feel overwhelmed by the amount of information and the negative nature it tends to have.

Since it is primarily the younger generation who is less engaged with the news, these newsfluencers might be a way to spark the interest again. They seem to succeed in presenting their content concisely and clearly. In a format that fits into adolescents’ busy lives, which is something traditional media often lack.

Additionally, newsfluencers convey their messages in a more understandable and relatable way, which makes it more accessible for young people.

Learn from each other
I really do hope that people find their way back to following the news. Although I’m not convinced that newsfluencers are the solution. Without a certain framework, there is too much false information that can be spread. However, I do believe that journalists can gain inspiration from these newsfluencers.

News outlets should invest more in their social media, make their news more accessible and include the younger generation.
Since social media is here to stay, finding ways to bridge online content creation and journalism will be necessary.

Text and photo: © Manon Van Regenmortel