Yahoo has partnered with nearly 100 creators from YouTube, TikTok, and Instagram to boost traffic to its website, acknowledging the growing influence of social media personalities as a key source of information for millions.
According to Bloomberg, these online influencers are part of a program Yahoo launched last year. This month, Yahoo News introduced a revamped homepage featuring a "Stories From Creators" section that showcases their content. Owned by Apollo Global Management Inc., Yahoo compensates these creators with a portion of the advertising revenue generated from their posts on the site.
According to Yahoo, over 190 million people visit Yahoo News monthly to access articles on topics like sports, finance, culture, and politics. While the platform primarily aggregates content from other sources, it also employs journalists to produce original reporting.
Under the program, contributors receive 50% of the ad revenue their content generates, though Yahoo does not disclose total advertising earnings or specific page view metrics driven by creators. Several creators noted that page views fluctuate significantly, with top-performing articles achieving over 300,000 views. They earn revenue through ads and affiliate links, which direct readers to purchase products online.
As social media influencers increasingly serve as a primary news source for Americans, media outlets and organizations are tapping into their reach to drive traffic. Some Yahoo program participants, such as YouTube duo Kara and Nate, boast millions of followers.
This trend extends beyond Yahoo. Last year, the Democratic National Convention invited over 200 creators to cover the election, while NBC enlisted dozens of influencers to report on the Paris Olympics, granting them press credentials alongside conventional journalists. The White House has also embraced this shift, receiving over 7,400 credential requests from content creators, influencers, and podcasters last month.
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