With 26% of Americans saying influencers swayed their vote, political campaigns are racing to connect online
Creators enter the political spotlight
Political campaigns are increasingly treating online creators as a way to reach voters. Nicole Dunger, a founding partner at People First, described creator content as an underestimated channel and said it has become a significant presence in politics.
Jake Paul and Hasan Piker have drawn attention in political circles this year. Paul attended a midterm rally in Ohio with President Donald Trump and shared videos from his Air Force One trip, while Piker has supported progressive campaigns and been criticized by Fox News commentators.
Influence varies by audience
Morning Consult reported that 56% of US adults said creator content had affected their opinions on political or social issues at least somewhat. Among Gen Z respondents, nearly three in four said influencer posts had swayed their views.
Parker Butler of Luminary Strategies said campaigns need creators who can reach both committed supporters and people who do not regularly discuss politics. He argued that outreach should focus on creators’ specific audiences and subject areas, rather than simply their follower totals.
Online reach, television spending
A Syracuse University survey found YouTube was the leading source of political and election news among US adults in September. It edged out television, print and X, formerly known as Twitter.
Even as campaigns recognize the shift toward online attention, most of their advertising money still goes to television. Dunger said measuring the impact of creator campaigns can be difficult, comparing the challenge to assessing the effects of door knocking.
Key points
- Morning Consult found creator content affected the political or social views of 56% of US adults.
- Nearly three in four Gen Z respondents said influencer posts had swayed their views.
- A Syracuse University survey ranked YouTube first for political and election news in September.
- Political campaigns continue to spend most of their advertising budgets on television.