Influencers, once primarily known for sharing lifestyle advice, funny memes, or viral challenges, have quickly become powerful figures in shaping how people think about politics, especially among younger generations.
More and more people, especially younger voters, are turning to platforms like TikTok, Instagram, and YouTube to get their news.
Political campaigns have realized that influencers are no longer just a tool to sell products: they are now a vital part of how campaigns reach people and share their message.
Influencers and their role in politics
Influencer marketing in politics isn’t new, but it’s become much more common in recent years. Since 2016, campaigns tried to turn to social media stars to spread their messages in ways that traditional political ads just can’t. What’s changed is that it’s not just about sharing policies anymore. It’s about tapping into a culture and a way of communicating that younger voter, especially gen z, really relate to.
How are influencers changing political campaigns?
By 2024, both major political campaigns embraced the power of influencers. For example, Kamala Harris’ campaign got involved with viral trends like “Brat summer,” working with influencers who appealed to younger, more casual voters. The idea wasn’t just to promote policies, but to show Harris as someone who felt real and approachable. On the flip side, trump’s campaign took to creator-led podcasts, reaching audiences that value real, unpolished conversations over rehearsed speeches.
One of the biggest signs of how important influencers have become was when the democratic national convention (DNC) gave influencers credentials, alongside traditional journalists, for the first time. This move was a clear signal that influencers are now central to how political content spreads, and they can no longer be ignored.
Different types of influencers
Not all influencers are the same, and that variety plays a big role in why they’re so effective.
There are different types of political influencers, each with unique strengths.
Micro-influencers: For example, have smaller but very loyal and active audiences. They’re great for connecting with specific groups and making messages feel more personal. Campaigns often use them to reach voters who don’t respond to larger ads.
Accidental influencers: Some young people on platforms like tiktok didn’t set out to become political voices. They just shared their thoughts about current events, and before they knew it, their content went viral. These “accidental influencers” are often more relatable than traditional politicians and can connect with people who might be skeptical of the usual political rhetoric.
Celebrities and well-known influencers: They bring political messages to a larger audience, making sure that more people of all ages and backgrounds become aware of political issues.
How well are influencers working in politics?
Research shows that voters, especially younger ones, are more likely to trust content from influencers they follow rather than traditional political ads. In fact, 76% of consumers prefer election content from creators, and 45% are more likely to support influencers who share their values. Also, more than half of gen z follows political influencers or activists, using social media to stay informed about elections and political issues.
Challenges for political influencers
Political influencers face some big problems. One is trust. If they don’t say when they’re being paid to promote something, people might not believe them anymore.
Another issue is false information. Since influencers aren’t always experts, they might accidentally share something untrue. This means they need to be careful, and platforms like Instagram and TikTok need to help keep things accurate.
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