Consumers are increasingly turning to influencers for news over established news outlets

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 28, 2020, 2:32 PM UTC

Influencer marketing agency TAKUMI surveyed more than 3000 consumers in the US, UK and Germany.

One in four consumers is more likely to source news from influencers, instead of journalists or established news outlets. 38% of 16-24-year-olds, 38% of 25-34-year-olds and 34% of 35-44-year-olds are more likely to engage with influencer-generated news content than content produced by journalists.

Younger consumers are more likely to prioritise influencers over journalists. But, the news is not the only things consumers are turning to influencers for; they are also looking for advice and product know-how.

Influencers – content creators with a follower base – are highly skilled at reaching digital consumers who no longer read a newspaper, listen to the radio or watch linear TV. That is why both WHO and UN are collaborating with influencers to disseminate messaging around pandemic-related information.

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