Embracing influencers as allies

A friend recently shared a social media post about a political scandal rocking Jackson, Mississippi. The post caught my attention because it drew on reporting work done by The Marshall Project’s local journalists there. But it generated more engagement than any of our own stories — or those from other area news organizations — had on the same topic.

This moment highlighted a missed opportunity: We’ve spent too much time rolling our eyes at social media influencers who could be pivotal in broadening our audiences.

In 2023, The Marshall Project expanded its local reporting efforts to Jackson. Our team has worked tirelessly to connect with the community. But none of our coverage gained the same traction as that one influencer’s post. This engagement gap signals how urgently journalism must evolve.

For years, journalists have resisted collaborating with nontraditional storytellers, believing credibility comes from formal training and a clear divide between the newsroom and outside content creators. But the media landscape has changed. Today’s audiences, especially younger consumers, get their news through platforms dominated by influencers who make even complex topics feel accessible and engaging. Partnering with influencers may require trade-offs, like easing editorial control or adopting a more casual tone. However, these collaborations offer a powerful way to amplify accurate information and combat misinformation.

We’ve already seen how well this can work. The Washington Post’s Dave Jorgenson bridges the gap between hard news and entertainment through humorous, creative content. His videos reach millions, proving that traditional journalism can thrive anywhere.

At The Marshall Project, Chris Vazquez brings a fresh voice to issues like incarceration, criminal justice reform, and civil rights. A former Washington Post social media staffer, Vazquez connects with thousands of viewers who might not engage with traditional news outlets. His work not only boosts awareness but also sparks conversations around justice reform, showing how influencer partnerships can drive meaningful engagement.

This trend extends beyond TikTok. During the COVID-19 pandemic, the BBC enlisted Instagram influencers to share public health messages. This strategy underscored influencers’ potential as trusted messengers, especially in combating misinformation.

The economic realities facing journalism further underscore the need for innovation. Declining ad revenues and competition from digital platforms have forced newsrooms to rethink their strategies. Influencers, with their built-in audiences and engagement, offer a way to reach new readers and potentially secure alternative revenue streams.

These collaborations could become a cornerstone of news distribution strategies. By embracing influencers as allies, the industry can tap into its reach and relatability, fostering trust and expanding its audience. Through these partnerships, journalism can continue to adapt to the digital age, ensuring accurate information prevails in an era defined by misinformation and fragmentation.

In 2025, the lines between traditional media and influencer-driven content will blur even further. News organizations will increasingly rely on digital creators not just as amplifiers but as integral partners in storytelling. This shift, while challenging, offers a path forward for an industry at a crossroads — one that values both credibility and creativity equally.