Some averages: $370 for a feed post, when photos and videos show up in the feeds of followers, and $670 for a video.

Chinese companies have been leading the charge, with some creating virtual "key opinion leaders" or influencers.

Big Tech critics might cheer the prospect of repealing Section 230, but that law's protections also benefit new competitors.

More than a third of 16- to 24-year-olds (38%), 25- to 34-year-olds (38%), and 35- to 44-year-olds (34%), worldwide, turn to influencers for news.