Yahoo News Courts Instagram, YouTube Creators to Draw Traffic

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.

More than 190 million people use Yahoo News each month to ...