In today’s rapidly shifting media landscape, few topics rival AI in buzz — except maybe one: working with influencers. During a recent session featuring journalist and consultant Adriana Lacy, local media leaders explored how newsrooms can tap into influencer culture to grow audience, trust and reach.

Adriana Lacy, Adriana Lacy Consulting

Lacy, who has worked with the American Press Institute and also leads a consultancy called Influencer Journalism, has been helping newsrooms navigate everything from content development and contract negotiations to influencer education and newsroom strategy.

Here are the key takeaways from her presentation — and how local publishers can act on them.

Why influencer collaborations matter now

Traditional news formats — TV, websites, even newsletters — aren’t cutting it for younger audiences. Pew Research data shows that 4 in 10 adults under 30 now get their news from influencers. That behavior spans ideological lines and is happening both in the U.S. and abroad.

This doesn’t mean newsletters and legacy formats are obsolete, but it does signal a need to meet audiences where they are: short-form video, social-first content, and peer-to-peer credibility.

The influencer gap: Trust, reach, and responsibility

Many influencers have massive followings but no journalistic background. That’s both a risk and an opportunity. Lacy notes that most influencer news content is unscripted, opinionated commentary — not reporting. As a result, audiences often can’t tell the difference between fact-based journalism and personal opinion.

For newsrooms, this presents a dual opportunity:

  • Inject credibility into influencer content by educating creators on journalistic best practices.
  • Partner thoughtfully to expand reach while preserving trust.

Lacy is even developing a “news influencer cohort” to provide 101-level training to interested creators.

How to vet and find local influencers

Without tools like CrowdTangle, identifying local influencers can be daunting. Lacy recommends:

  • Starting with who’s already following your newsroom.
  • Searching local hashtags on Instagram, TikTok or YouTube.
  • Simply asking your audience during surveys who they trust and follow.

Once you find one strong influencer, you’ll likely find a network — they often follow each other.

Contracting and collaborating: Lessons learned

A big chunk of Lacy’s work involves negotiating influencer agreements. Some of her hard-earned lessons:

  • Always include how long a video must remain published.
  • Specify content ownership and re-use rights.
  • Choose longer-term relationships over one-offs to maintain brand alignment.

Pro tip: avoid creators with talent agents if you can — those negotiations get pricey and complex fast.

Use cases that work (and those that don’t)

Hiring an influencer to drive direct newsletter sign-ups? That’s a tough sell.

Instead, Lacy suggests focusing on:

  • Amplifying ambitious or special journalism projects.
  • Driving awareness of community tools (e.g., voter guides).
  • Building credibility and local presence through recurring influencer partnerships.

Influencers may not drive instant clicks — but they do shape perceptions and attention, especially among under-30s.

Turning your own reporters into influencers

Reporters don’t need to be replaced by influencers — they can become them.

But it takes more than just putting a journalist in front of a camera. Influencer-style content works because it feels personal and authentic. Think less “news desk” and more “coffee chat.”

Meteorologists have been doing this for years. The key? Consistency, personal voice and a willingness to share behind-the-scenes moments — not just headlines.

Final word: Don’t replace strategy — supplement it

Influencers aren’t a replacement for a smart social or video strategy. They’re a supplement.

If your newsroom doesn’t already have a short-form video strategy, don’t start with influencers. But once your foundation is set, influencers can serve as powerful amplifiers — with the right vetting, alignment, and clear goals.

Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by LMA staff. The image accompanying this story was also generated with AI using the prompt “news influencers.”