Guide

How research and support can build up creator-model journalism

By Liz Kelly Nelson and Mollie Muchna

November 21, 2025

This resource is part of the Creator Journalism Trust and Credibility Toolkit from the Knight Communities Network, Project C, and Trusting News, which helps funders identify — and fund — creator journalists in their local ecosystem. Find more information here, or reach out to Project C and Trusting News.  

The way people get their news has already shifted. Today, creator-journalists on platforms like YouTube, TikTok, Instagram, and newsletters are reaching more people than many legacy outlets can. That reality brings enormous potential — and enormous responsibility.

If we want communities to have access to credible, rigorous information, then we must invest not only in supporting these creators, but in understanding the dynamics shaping this space. 

Right now, we know far too little about how trust is actually built between creators and audiences, how credibility is signaled in decentralized environments, and how tech platforms and algorithms influence whether rigorous journalism rises to the top — or gets buried. We don’t yet fully understand what kinds of support creator-journalists need to thrive or whether they are even open to being affiliated with the journalism industry. In addition to a lack of trust among consumers, some creators feel the journalism industry has fallen short in recognizing their value.

Ignoring these questions won’t make them go away. Instead, it risks leaving the future of journalism in the hands of systems we don’t yet grasp while overlooking a growing group of informers who are already shaping how millions understand the world. 

The opportunity before us is clear: invest now in both the research and the support that can help creators strengthen journalism as a public service.

Here are five ways we see this investment is needed across the industry: 

1. Research on what signals credibility

While it’s positive that creator journalists often reach audiences who otherwise tune out from the news, as an industry, we don’t yet understand the implications of this shift in attention. 

There are lots of questions remaining about what type of news people actually find trustworthy, and what journalists’ role can be in helping news consumers navigate this new landscape where many voices are competing for attention — and not all of those voices should be trusted. 

That’s where an investment in research is needed. No matter where the public turns, they should have access to good information. But how can they know if the information they’re seeing is accurate and true? It’s getting harder to tell, and it’s our responsibility to help responsible information stand out from the noise.

We want to dig into testing signals of credibility to better understand how creators can help audiences confidently navigate the news. We want to ask questions like: Would having a sense of the perspective, ethics and credibility behind the content they’re seeing in social feeds help make it easier? If so, what sorts of signals are people most curious about? Do they want to know how information is sourced, or how funders and advertisers impact coverage? And how do people actually respond in creator environments when offered that information in a variety of ways?

We are also eager to test possible tech solutions for this — are there ways tech and media companies can work alongside creators and journalists to reward those who are willing to be transparent about their ethical standards?

2. Ecosystem mapping and local scans

If funders are serious about backing creator-journalism that truly reaches communities, one of the first investments must be in ecosystem mapping and local creator scans. You can’t support what you can’t see. The Public Source mapping in Pittsburgh show how powerful this approach can be.  

In Pittsburgh, Public Source built a database of over 70 local creators and trusted messengers, including not just high-follower accounts but smaller, deeply engaged voices. Their mapping revealed gaps – neighborhoods, topics, and audiences underserved by creators — and allowed the newsroom to reach into new audiences with grounded partnerships.  

These scans allow funders to see patterns, spot emerging talent, and identify areas where funding would have outsized impact because there’s little existing coverage.

What does investing in creator ecosystem mapping yield?

• Discovery beyond the obvious. It surfaces creators who may not have huge followings yet but are doing deeply local work.
• Data to guide investments. Instead of spreading grants randomly, funders can see where gaps are, where overlaps exist, and where strategic funding can move the needle.
• Stronger partnerships and alignment. When funders, newsrooms, and creators begin with a shared map and common frame, collaboration is more grounded, credible, and mutually respectful.
• Accountability and benchmark creation. Over time, these maps become baselines to track growth, attrition, and whether funding is shifting influence.

In short: mapping is not just a nice-to-have. It’s foundational infrastructure for creator-journalism ecosystems. If philanthropy wants to raise the floor — not just back isolated experiments — it must underwrite local scans and mapping projects as much as it does grants to content.

3. Collaborations with creator journalists

The future of journalism will be collaborative – or it will be diminished. Our information ecosystem is interdependent, and no single newsroom or creator can serve the full public alone. 

While some traditional journalists may be hesitant about working with creators, the reality is clear: We only serve the audiences we have, not the audience we wish we had. Creators are connecting with people who would otherwise be tuned out from the news, that should be considered a win – and we need to double-down on discovering ways to work together.   

Creator journalists also have a lot to offer beyond just audience reach — they have skills and insights that might be lacking inside traditional institutions. They can help bolster content by sharing it on new platforms or offering new perspectives or experiences on a topic. These partnerships can be mutually beneficial for creators too, with newsrooms being able to offer creators tools, reach or resources that they might not otherwise have access to.  Done well, these collaborations can extend the reach and impact of rigorous journalism while also helping creators grow as credible informers.

But collaborations don’t just happen — they require investment. Funders can play a pivotal role here by dedicating resources to support these partnerships, from underwriting pilots to creating shared infrastructure that lowers the barriers to working together. Without funding, most collaborations will remain ad hoc and fragile, rather than a tested and scalable way to serve communities with better information.

For examples of what this type of mutual beneficial partnership can actually look like, check out the American Press Institute’s guide for creator collaborations. It includes case studies for how these partnerships have worked and guidance on how to work through any potentially sticky ethical situations.

4. Research on what creators need to succeed

Creator-journalists are filling urgent gaps in our information ecosystem, but most are doing so without the safety net or infrastructure of traditional newsrooms. If we want them to thrive — and to serve the public well — we need to understand what supports actually matter most. Do they need training in ethical best practices? Access to tools, editors, or legal advice? Affordable health insurance and liability coverage? An ad network that doesn’t force them to choose between revenue and credibility? Guidance on how to responsibly use AI to streamline their work without compromising trust?

These aren’t abstract questions. They are real barriers that determine whether credible creators can continue to inform their communities or burn out under the weight of doing it all alone. Research into what creators actually need — and investment in delivering those supports — will be critical to building a healthier, more sustainable ecosystem.

5. Research on the role of tech platforms

No conversation about creator journalism is complete without addressing the role of the platforms. Algorithms, monetization policies, and moderation decisions all shape whether credible information rises or gets drowned out. Right now, we don’t have enough data to fully understand how these systems are helping — or harming — the flow of rigorous journalism.

This is where research is urgently needed. What signals of credibility do platforms amplify, and which do they ignore? How do funding programs and creator tools affect who gets rewarded? What responsibility do platforms have in ensuring communities are not just entertained, but informed? And what recommendations can we offer them to better support creators who are working journalistically?

Without this line of inquiry, we risk leaving the future of public information in the hands of opaque systems whose incentives may not align with democratic needs. Research here isn’t optional – it’s essential.