Voters See MrBeast as a News Source

A recent Pew Research study asked Americans, who regularly get news from social media influencers, to name the first person who comes to mind.

Their answers?

Philip DeFranco

Tucker Carlson

V Spehar

Ben Shapiro

Elon Musk

Carlos Eduardo Espina

And yes—MrBeast.

Just so we’re clear, this means that MrBeast, the wildly popular YouTuber known for over-the-top giveaways, is seen by voters as a news source.

That might be funny if it weren’t so sobering.

When I think about my own news consumption, I’m getting much more news on social media now than I was even a few years ago. The shift I’ve experienced personally as well as the challenges I hear over and over again from local leaders who are desperate to communicate with constituents whose attention is scattered across a diverse media ecosystem led me here: To the idea that we must redefine the word influencer.

If you're a public servant, thought leader, or community advocate - your digital presence matters more than ever. Not because you need to become an influencer, but because you already are one. You are already a person of influence. We need you to use that influence online.

When you stay silent, the algorithm doesn’t. It fills the feed with whoever is loudest, flashiest or most emotionally engaging. And if credible leaders aren’t sharing what they’re doing, or how they think about what’s happening, people will get their cues from entertainers and extremists instead.

Pew also found that people who could name a specific news influencer were more likely to feel personally connected to them—and more likely to follow their content regularly.

That tells us something important: Trust today is built in the feed. It’s built across space and time by influencers who are showing up consistently every day with their face and their voice.

But, like, how do I compete with MrBeast?

We’re living through a shift from mass reach to meaningful reach which means you don’t need to go viral or have a massive following to have influence.

Micro-influencers, even content creators with a few thousand followers, are better at fostering genuine connection with an audience. Sure, if you had a bigger audience then your influence would scale. But for thought leaders and local politicians, you don’t need millions of followers. You just need to stay visible and credible to your people.

Recent research from the digital marketing industry confirms the power of micro-influencers:

• Engagement rates are significantly higher for accounts with fewer than 10,000 followers.

• Platforms like Instagram, TikTok, and even LinkedIn increasingly reward authentic interaction and niche relevance over flashy numbers.

• Some of the most profitable creators aren’t famous. They’re trusted experts serving small, loyal communities with clarity and consistency.
  

In other words: Depth beats breadth. Small but steady influence - especially at the local level more powerful than you think.

So if you're a thought leader, candidate, or advocate doing meaningful work behind the scenes, here's how to step more into the spotlight and more into your power as an influencer:

Clarify the kind of “news” you offer
You're not a journalist, but you still have valuable insight. Maybe it’s breaking down local policies in plain language. Maybe it’s showing the process behind a community decision. Maybe it’s calling attention to what national headlines mean for your neighborhood. Claim your corner of the conversation and commit to showing up in it.

Show the human behind the role
People follow people. The influencers that come to mind aren’t logos or institutions. They’re faces, voices and personalities. Forget the overly scripted videos or stiff press releases. Speak plainly. Share what matters to you. Use stories. Let people see the real person behind the work.

Build a rhythm, not just reactions
Don’t wait for a crisis or campaign season to post. Make a habit of sharing one core insight, update or behind-the-scenes story each week. Find simple ways to adapt content across different platforms. This kind of steady presence matters more than the occasional “perfect” post.

Create opportunities for connection
Pew’s study shows that emotional closeness - not just information - is what drives influence. Try posting something personal:

• “You may not know this about me…”

• “The first time I ever spoke at city hall…”

• “What I got wrong (and right) about this issue…”

It’s not about confession. It’s about connection and showing pieces of your real life.

If you’re doing good work and not showing it, your community might not even know it’s happening. If you’re not telling your story, it’s probably not showing up anywhere at all.

Last I checked, MrBeast wasn’t regularly sharing content about your local zoning initiatives, the affordable housing crisis in your neighborhood or the latest veto override in your state legislature.

So. Here’s me influencing you. Show up online. Make a video. I’m not going to shut up about it.