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EMARKETER

The Rise of Political and News Creators

How the ‛Influencer Election’ Will Reshape Media and Marketing in 2025

Report by Jasmine Enberg  |  Jan 17, 2025
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Report
Executive Summary
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Table of Contents
Executive Summary
Creators were everywhere during the election
Mainstream media has a trust problem
Social platforms have democratized ‛journalism’
Creators help consumers make sense of the news
Podcasters are particularly powerful news creators
Takeaways for marketers and media companies
Sources
Media Gallery
About This Report
Not everyone gets news from creators and influencers. But alternative voices, especially podcasters, hold a lot of sway over key demographics, including Gen Z, men, and consumers who feel marginalized by mainstream media.
Topics
Politics
Influencer Marketing
US
Table of Contents
Executive Summary
Creators were everywhere during the election
Mainstream media has a trust problem
Social platforms have democratized ‛journalism’
Creators help consumers make sense of the news
Podcasters are particularly powerful news creators
Takeaways for marketers and media companies
Sources
Media Gallery

US politicians’ embrace of creators and influencers during the 2024 presidential election is both a warning sign and lesson for marketers and media companies. In 2025, the power of alternative voices in news and politics could reach new heights, causing more upheaval in the media landscape.

Key Question: How are creators and influencers reshaping how people consume news and politics?

Roughly One-Fifth of US Adults Regularly Get News From Social Media News Influencers (% of US adults who get news from news influencers* on social media, by demographic, Aug 2024)
E-Mail ChartDownload

Key Stat: Roughly equal shares of Democrats and Republicans (about one-fifth) regularly get news from influencers on social media, as do 37% of 18- to 29-year-olds, per August 2024 data from Pew Research Center.

authors

Jasmine Enberg

Contributors

Rahul Chadha
Director, Report Editing
Donte Gibson
Senior Charts Editor
Naomi Rebuelta
Copy Editor
Minda Smiley
Emman Velasco
Chart Editor
Paul Verna
VP, Content
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