The influencer-journalist pipeline explained

Léna Situations, EnjoyPhoenix, and Sally share the common trait of being content creators who occasionally take on the role of journalists. Indeed, these young women have often interviewed top movie stars, such as Timothée Chalamet and Zendaya, during their press tour promoting Dune: Part Two. Léna Situations had the opportunity to host them on her podcast for a 30-minute interview, while booking them for even a few minutes would already be a feat for traditional media. As for Sally, she recently interviewed Ariana Grande and Cynthia Erivo for the release of the musical *Wicked*. A standout moment, where the *Positions* singer was seen with tears in her eyes after a question from the socially engaged content creator regarding the physical criticism she has faced throughout her career, quickly went viral. But how did these influencers go from posting content on social media to holding the microphone for Hollywood celebrities?

The reality is that—much to the dismay of traditional journalists—influencers manage to captivate a young and active audience, a demographic that the press struggles to reach. It is no longer a secret: Gen Z primarily follows the news via social media. According to the 34th Kantar Public barometer, three-quarters of 18-25-year-olds get their news primarily from the Internet, and nearly half do so exclusively through social media. In this context, collaborating with popular content creators allows media outlets to appeal to Gen Z, who might eventually become interested in their journalistic work. It’s a win-win situation for influencers, as it gives them an opportunity to solidify their legitimacy in a profession often criticized as easy and superficial. Léna Situations and Marie Lopez (better known as EnjoyPhoenix) both embody accomplished entrepreneurs who have built genuine media empires. With millions of subscribers on their YouTube channels, they have collaborated with top fashion brands, launched their own businesses and merchandising lines, and produced podcasts listened to by hundreds of thousands. In this context, mastering the art of interviews alongside traditional media appears as the latest skill to add to their already impressive repertoire.

However, not everyone is pleased with this partnership. When Canal+ announced that Léna Situations would conduct interviews on the red carpet at the 2024 César Awards, the star faced a wave of hate, criticizing the channel’s choice. According to internet users, the young woman lacks the necessary journalistic training and relevant film knowledge to claim such a role. Journalists also expressed their frustration. On X, Camélia Kheiredine, a young journalist, posted: “Strength to the young cinema journalists who would have loved Léna’s spot! When they want to attract a younger audience, they turn to influencers, yet there’s no shortage of talented young journalists. Shame they don’t have enough followers.” The post was viewed 2 million times, sparking an endless debate about the place of influencers in journalism.

In 2021, YouTubers McFly and Carlito created a video with the President of France, Emmanuel Macron. The collaboration sparked a wave of controversy, accusing the duo of proselytism given their young and impressionable audience. The main issue with this hybrid role is that, unlike journalists who are bound by certain neutrality obligations, influencers primarily operate under the influence and compensation from advertising networks. This distinction can have a significant impact, especially when politics are involved. Other interesting cases include HugoDécrypte, who has blurred the lines between influencer and journalist from the start. It is clear that in the attention economy, an entire range of industries relies on the power of influencers.