CANADALAND What the Heck is a “Newsfluencer”?
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Oct 17, 2025 Sam Konnert, a producer and media expert at CANADALAND, dives into the emerging trend of 'newsfluencers.' He discusses a study revealing these influencers dominated online conversations during the Canadian election. Konnert shares his skepticism about their authenticity and the blurred lines between journalism and influencer content. They debate whether newsfluencers could replace traditional reporting and the monetization challenges they face in Canada. Plus, Konnert reflects on the ethical dilemmas of adapting news for social media.
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Engagement Isn't Proof Of Influence
- Engagement metrics don't equal actual influence over opinions or votes.
- Sam Konnert warns the study's engagement data doesn't prove influencers changed election outcomes.
Trust Shapes How Views Convert To Impact
- Large-scale view counts don't reveal how viewers weigh sources.
- Sam Konnert believes trusted news consumers treat established outlets differently than viral influencers.
Authenticity Explains Influencer Appeal
- Audiences prefer influencers because they feel authentic and conversational.
- Noor Azrieh cites a Canada Research Chair finding that influencers seem more relatable than polished mainstream media.