Yahoo News Signs Up Influencers With Promise of Shared Advertising Sales

Kara Buchanan and Nate Buchanan at the 2022 YouTube Streamy Awards in Los Angeles.Photographer: Emma McIntyre/Getty Images

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February 12, 2025 at 12:00 PM UTC

Yahoo has signed up nearly 100 YouTube, TikTok and Instagram creators to draw traffic to its website, recognition that millions of people rely on social media influencers to stay informed.

The online personalities are participating in a program that Yahoo began last year. As part of a new homepage that debuted this month, Yahoo News launched a “Stories From Creators” section that curates their content. The company, owned by Apollo Global Management Inc., pays influencers a share of advertising sales in exchange for posting content to its site.