New NAACP Research Reveals Black Americans Are Loyal to Platforms, Not Personalities, As Trust Shifts Ahead Of Elections

WASHINGTON  — Today, the NAACP released groundbreaking media consumption research examining the habits of Black Americans ahead of the upcoming November 3rd midterm elections. The findings challenge long-held assumptions about how Black communities consume news and political information, revealing that audiences prefer navigating platforms directly and curating information from multiple channels rather than relying on influencers, content creators, media personalities, or traditional outlets.

Black audiences aren't simply replacing traditional media with influencers. Instead, audiences are becoming their own editors, assembling their own media outreach rather than outsourcing trust to a single institution or personality. Furthermore, the data reveals that traditional political advertising is losing its grip, with nearly three-quarters of respondents unable to recall a memorable political ad.

"This research shatters the conventional playbook for political and media engagement," said Phaedra Jackson, Vice President of Unit Advocacy & Effectiveness at the NAACP. "Black voters aren't looking for a middleman or an influencer to tell them what matters. They are highly discerning and  resourceful information-seekers who trust their own ability to evaluate facts across multiple sources. Any campaign, brand, or organization serious about earning the trust of Black America ahead of these midterms must ensure their messages are credible, discoverable, and shareable — not relying on traditional advertising models."

Key Findings From the Research:

• Loyalty to Platforms, Over Personalities:
  • While social media is a major news source — with 77% reporting they use social media weekly for news, information, or current events — loyalty to individual creators and personalities remains surprisingly low.
  • 68% do not follow any specific influencer for news or political content.
  • 84% could not name a political or news influencer they regularly follow.
  • 63% do not regularly follow a particular YouTube news channel, 60% do not follow a specific podcast, and 61% do not follow a specific television source.
  • Over a third (33%) do not return to any media figure regularly, noting, "There really isn't any one show, media figure, or influencer that I follow for news or political updates."
• Audiences as Their Own News Editors:
  • Respondents show a strong tendency toward information gathering across multiple sources. 33% say social media is their starting point when seeking news (e.g., "I go straight to social media, then the news"or "I usually go to TikTok first because I can quickly see what people are saying").
  • Search engines serve as the primary entry point for 16% of respondents (e.g., "When something big happens, I usually google it").
• Shifting Trust from Established News to Ecosystems:
  • Social media platforms (such as Facebook, X, and TikTok) rank among the most trusted sources of information at 39%.
  • Local news remains one of the few traditional media institutions maintaining strong trust levels at 36%.
  • Nearly 1 in 5 respondents trust no news source at all.
• Traditional Political Ads Are Losing Their Grip:
  • Nearly three-quarters (74%) of respondents could not recall a memorable political ad, with many noting they actively skip or ignore political advertising.
  • Ad recall is rare and tied strictly to creative execution, with only 9% noting memorable candidate ads.

As the November 3rd midterms approach, campaigns and organizations must depend less on securing coverage in a single outlet and more on ensuring messages are credible and capable of traveling organically across platforms. The findings presented in this report are based on a survey of Black American adults conducted by Grow Progress on behalf of the NAACP.

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About the NAACP

The NAACP advocates, agitates, and litigates for the civil rights due to Black America. Our legacy is built on the foundation of grassroots activism by the biggest civil rights pioneers of the 20th century and is sustained by 21st century activists. From classrooms and courtrooms to city halls and Congress, our network of members across the country works to secure the social and political power that will end race-based discrimination. That work is rooted in racial equity, civic engagement, and supportive policies and institutions for all marginalized people. We are committed to a world without racism where Black people enjoy equitable opportunities in thriving communities.

NOTE: The Legal Defense Fund – also referred to as the NAACP-LDF – was founded in 1940 as a part of the NAACP, but now operates as a completely separate entity.