The rise of journo-influencers can be traced back to the early 2020s, as news consumption increasingly shifted to social media platforms.
[4] Simultaneously, some online content creators have started to engage in activities resembling journalism, uncovering facts, reporting on current events and offering analysis.
[5] According to the survey conducted in 2022 for the Reuters Institute Digital News Report, audiences today perceive journalists as including YouTubers, podcasters, comedians, authors, and social media influencers.
The study found that these ‘alternative’ or ‘independent’ actors accounted for 15% of all named journalists in the United States, a figure higher than in any other of the researched countries.
Examples of key competencies include communication and storytelling, proficiency in using social media platforms for content distribution as well as navigating ethical considerations related to journalism and social media influence[7] Some of the journo-influencers mentioned in the 2022 LSE research report Can journalists be influencers?