CNN Taps Kyla Scanlon, a Financial Content Creator, as Analyst and Contributor

CNN has appointed financial content creator Kyla Scanlon as a contributor and economic analyst to produce digital-first "explainers" across its various platforms. The move highlights a growing trend of mainstream media outlets recruiting social media influencers to reach younger demographics who increasingly consume news via non-traditional channels like TikTok and Substack. This strategic hire underscores the shifting value of the creator economy as legacy networks seek to build digital subscription services and lower production costs.

CNN, backed by Warner Bros. Discovery, has officially named former investment analyst and social media creator Kyla Scanlon as a contributor and economic analyst. Scanlon, who lacks a formal background in traditional business journalism, will be responsible for creating financial "explainers" designed to help audiences navigate the complex economic landscape. Her appointment is part of a broader strategy by mainstream news organizations to integrate "creators" who have built significant followings on platforms such as TikTok and Substack by simplifying niche topics for a digital-first audience.

The hire comes as CNN works to develop CNN All Access, a subscription-based platform specifically targeting younger consumers who primarily engage with news via mobile and social media. This shift mirrors efforts by competitors like NBC News and MS NOW, which are also launching broadband subscription offerings and newsletters to capture audiences moving away from traditional television. Industry analysts note that hiring established creators is often a more cost-effective strategy for legacy outlets compared to employing traditional journalists, while simultaneously providing a direct bridge to Gen Z and millennial viewers.

Scanlon’s work for CNN Business will draw on her experience as the founder of Bread, a financial-education company, and her background at Capital Group in Los Angeles. She gained prominence during the pandemic by using whiteboards and comedic skits to explain market trends, eventually authoring the 2024 book "In This Economy? How Money and Markets Really Work." Her coverage has historically spanned topics such as artificial intelligence, tariffs, higher education, and the specific economic role of Gen Z, positioning her as a key voice for CNN's efforts to modernize its financial reporting.