Journalists will learn influencing isn’t easy

Just as an entire industry of secondary workers has formed around YouTubers, TikTok stars, and streamers, we’ll also see more supporting jobs crop up to support this new class of journalist/creators. Perhaps the new entry-level media job will be editing a big-name writer’s Substack, or helping an independent journalist with their Patreon podcast la... See more

Successful digital creators are chameleons who can shift the nature of their content to ever-changing trends, features, and platforms. Journalist influencers will have to be as nimble and comfortable producing reporting in a variety of formats.

Writers must write and publish regularly to maintain a paid subscriber base, and that work can be exhausting.

But in 2021, I believe we’ll see the dark side of this movement. Right now, I believe we’re in a honeymoon period, with many independent journalists still starry-eyed over the promise of digital platforms like Substack, Patreon, YouTube, and more. But the more journalists become digital creators, the more they’ll become subject to the type of strug... See more

Two years ago, I predicted this shift, writing about the rise of the journalist influencer and how more journalists will recognize and harness the opportunity to own and monetize their personal brands.

In 2020, we saw the lines between journalists and digital creators continue to evaporate.