Traditional news consumption is being disrupted by influencers who bring a new, often more engaging, perspective. The Democratic National Convention (DNC) hosted and credentialed more than 200 content creators and influencers and the Republican National Convention (RNC) credentialed more than 70. Social media presents a modern way for people to get their news, especially information pertaining to this election. This changing media landscape has brought on the rise of “news influencers,” or a hybrid of a traditional journalist and a social media personality.
Who are these people? Unlike traditional journalists who may rely on established media outlets, news influencers often build their following independently, connecting directly with audiences through platforms like X, Instagram, YouTube, TikTok, and Twitch. They leverage these platforms to share, inform, analyze, and comment on current events and political news, effectively acting as both reporters and commentators. News influencers, or “journo-fluencers,” as some have coined them, are increasingly acting as a source for news, specifically for the younger demographics– which both Republicans and Democrats are striving to reach.
Here are three things we can learn from how the Democratic party is engaging news influencers and content creators.
Meet People Where They Are
It may or may not be a shock, but according to a 2023 Pew Study, 44% of U.S. adults 18-29 get their news on TikTok and 42% via Instagram. Organizations are looking for success by connecting with their intended audiences in the places they frequent. In this case, the parties are reaching a younger demographic and those previously not interested or intentionally seeking out political content through social media and influencer content.
Source: Pew Research
The White House recently held its first Creator Economy Conference, where digital creators and professionals convened to discuss issues in their industry, allowing them to have a say and open discussion on matters that affect them. At the conference, President Biden noted to a group of more than 100 select influencers invited to the summit, “You’re the source of the news. You are the new possibilities. You are the new breakthrough in how we communicate.”
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The convention even had five influencers as speakers for the first time– those five influencers have a combined total of more than 24 million followers. The New York Times stated, “These speakers represent a significant shift for the convention and underscore the Democratic Party’s efforts to speak to voters whose news diet exists outside traditional media.”
Focus on Relationship Building
Brands and organizations are shifting their focus to building long-term relationships with influencers and content creators rather than partnering for one-and-done campaigns or ads. By engaging relevant influencers and expressing an interest in an ongoing collaboration with them, brands can strengthen their connection their partnered influencers. Partnerships and collaborations with influencers should be mutually beneficial– the brand gets access to the influencer’s audience and broad reach, and the influencer gains a valuable industry relationship with more of a financial benefit than one-off campaigns.
Although the Harris campaign does not pay influencers directly, many other democratic political organizations do, such as Future Forward, a super PAC supporting Harris, which hosted panels this past May to engage content creators in advocacy. These organizations treat influencers as they would any other spokesperson for their organization by providing talking points, resources, base language, and overall support, which helps create a long-lasting ambassador and further gets your organization’s specific message out across all channels– earned media, paid media, owned media, and shared media.
Organizations don’t always need to pay influencers to get value out of the relationship. Some of the 200 influencers credentialed for the DNC were offered VIP perks like an exclusive yacht party to kick off the convention, free snacks, four filming locations, multiple creator-only lounges, a three-tiered dedicated influencer platform on the convention floor with a direct view of the stage. While it may sound over-the-top, these gestures serve the mutually beneficial influencer-brand relationship. The influencer receives so much more than free drinks and photo opportunities– they gain valuable access to connections, resources, and opportunities they may not have had access to otherwise.
Source: Anna Moneymaker / Getty Images
However, smaller and more resource-strapped organizations may consider offering non-monetary offerings such as behind-the-scenes tours, comped invites to galas and events, free merch, or even hosting trainings or panels meant to benefit the influencer, like The White House’s Creator Economy Conference, which allowed them to have a say and open discussion on matters that affect them
Apply a Surround-Sound Approach
While they invite dedicated news influencers who cover current events and politics, such as V Spehar of Under The Desk News and Leigh McGowan better known as “Politics Girl,” to attend the convention, the DNC also welcomed beauty influencers, nurses, food content creators. This might seem like an unusual choice at first, but the party is acutely aware that the voters they want, and need to reach, are not always the ones seeking out political content. They also do a great job at acknowledging and embracing that people can be multifaceted and don’t need to be put in one box, or in this case, one niche.
@iampoliticsgirlAs we start Night Two of @DemConvention, let’s recap Night One. #ThankYouJoeBiden♬ original sound – IAmPoliticsGirl
Awa Sanneh, a beauty and fashion influencer found herself attending a virtual White House press briefing and viewing the 2024 State of the Union at The White House after posting a TikTok vlog documenting her birth control decision after the fall of Roe v. Wade that went viral and caught the eye of a Democratic super PAC. Now she’s a bona fide advocate, partnering with progressive organizations and documenting her time at the DNC in addition to sharing her outfits and beauty tips with her followers.
@_awasanneh Democratic national convention day 1 fit for introductory yacht party. Set is from @Lulus ♬ stargirl – ADTurnUp
Just as the Democratic Party is adapting, it’s equally important for all brands and organizations to keep abreast of the ever-changing media landscape and the continuing shift in news consumption habits to better engage their audience in their everyday online routines.
