"In a lot of ways, creators are almost becoming this new version of late night or morning shows. Think news-adjacent creators - reacting to reality television, explaining movies and man-on-the-street interviews. Increasingly, publicists are pitching earned media opportunities to the talent agency, focused on booking celebrities, founders and CEOs on the agency's creator shows and podcasts."
"More than half of U.S. adults get their news from social media at least sometimes, according to Pew Research. For Gen Z, that figure rockets to 76%. And where Gen Z is, marketers follow. Brands are making more of these moves: NASCAR partnered in February with news creators, including hosts of the media brand that creates content about the ad and marketing world."
Earned media has evolved from traditional news publication placements to creator-led content on social platforms. Brands including Tropicana's Naked Smoothie, NASCAR, and AI companies now allocate earned media resources to news-driven creators with niche audiences. This shift reflects changing audience behavior, with over half of U.S. adults consuming news via social media, rising to 76% for Gen Z. Creators function similarly to traditional late-night and morning shows, covering news-adjacent topics through reaction videos, explainers, and interviews. Publicists increasingly pitch opportunities to talent agencies managing creator shows and podcasts, recognizing that target audiences concentrate on social platforms rather than legacy media outlets.
Read at Digiday
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