News makers on communication sites are influential, but they are not rich information

The British newspaper “Press Gazett” confirmed that the influencers of the news content makers have an increasing impact on public opinion on social media, pointing to the opportunities for cooperation with them in the field of news for the traditional media.

It was quoted as saying that the relationship between the traditional media and the influencers of news makers on social media, should be based on mutual benefit, not competition, as influencers can help the media to reach the young fans who are struggling to attract.

This is a summary of Montagu after the “Financial Times Strategy” team spent 6 months in drawing a map of the news scene outside the scope of traditional news brands.

The study looked at the news makers as individuals or small teams that constantly create and share news content through social platforms such as “Tek Tok”, YouTube and Instagram.

News makers have a great impact on public opinion

Montagu recalled the recent American election experience, which proved the ability of influencers in the means of communication to influence public opinion and election results.

This is supported by the Reuters Institute report for the year 2025, which indicated that those who look at the American Podcast Presenter “Joe Rogan” as a source of news, exceeding the number of some major news brands.

Since there’s an issue with searching for this episode on YouTube here is the full podcast with Trump pic.twitter.com/sl2GTUaWdE

— Joe Rogan (@joerogan) October 29, 2024

Everyone has awakened this to the idea that these influencers are not only speaking to a few strangers in the streets, but in reality they speak to millions of people, and they are very reliable individuals, according to “Press Gazette”.

One of the biggest things that surprised me is the fragility of the financial situation of these people

by Montagu – Head of the Research Department at the Financial Times Strategy

Are news makers on communication sites rich?

The head of the Research Department at the Financial Times Strategy says that there is a common wrong perception that news makers are just people on “Tik Talk” who record 20 seconds, in which they read news from CNN or other sources.

“This is completely wrong, because there is a great diversity, and different levels and methods of spreading content,” he added.

However, despite the large number of followers of some news facilities on the communication sites, the “Financial Times Strategy” study found that many of them have second jobs to support themselves and support their work.

“One of the biggest things that surprised me is the fragility of the financial situation of these people,” said Montagu.

Montagu pointed out that many news creators on the communication sites “do not do this for money or fame”, but rather from “their enthusiasm to help people understand the world around them”, noting that a number of them talked about the feeling of treason to the public if they spread inaccurate content, stressing, “We heard this again and again, many of them do not give up the approach they followed, because they felt the weight of the personal responsibility towards Their fans.

Traditional media should accept the fact that everyone can spread the content on the Internet and reach millions of people, and that many people do things similar to journalism, whether they are journalists or not.

by Financial Times Strategy

The high tide raises all boats

Because news makers on communication sites often did not receive training in the field of journalism or have no experience in the newsroom, they publish according to their own editorial standards, and for this, “Financial Times” worked with news makers to develop a framework that focuses on accuracy, integrity and transparency.

But what drives an old news mark like “Financial Times” to help its competitors on social media?

Montagu answers that if the audience is interacting with information and news, then this helps everyone in the end, stressing that the traditional media should accept the fact that “everyone can spread the content on the Internet and reach millions of people, if what they produce is important and attractive”, and that many people do things similar to the press, whether they are journalists or not.

Many news makers do not have a reliable source of income, so the partnership with news institutions that can pay them will be a lifeline for many of them, as it will be a profitable deal for traditional means at the same time

by Financial Times Strategy

Traditional media and news makers … mutual benefit

The media expert added that both traditional media and news makers need each other in some way, at least at the present time.

And that many news makers do not have a reliable source of income, so the partnership with news institutions that can pay them for the production of one video clip per week on their behalf, will be a lifeline for many of them, as it will be a profitable deal for news institutions at the same time, because many journalists have currently not experts in social media, stressing, “It is very difficult to provide content on communication if you do not understand these platforms Dip it. “

At the same time, news institutions need to reach a younger audience, which you find is very difficult, and the best proposal to cooperate with a person with 3 million followers listening to everything he says.

Montagu concludes that this is not costly, and it may be sometimes better than building a million pounds video studio.