The Rise of Influencer Politics
In the 2024 U.S. election, the power of digital influence reached unprecedented levels. Both Donald Trump and Kamala Harris’ campaigns shifted away from traditional media, recognizing the enormous potential of influencer partnerships in engaging a diverse, internet-savvy voter base. From TikTokers to YouTubers and podcasters, each side realized the need to leverage creators who could convey their messages and engage audiences in ways conventional news outlets could not.
The strategies, however, diverged dramatically. While Harris sought to elevate her appeal on social platforms through short-form content, Trump prioritized deep-rooted, personal connections with long-form content creators, embedding himself in the online creator community. This dual approach redefined modern political engagement, showcasing not only the power but also the risks of influencer-driven campaigns.
Harris: Short-form, Fast-Paced Content
Kamala Harris’ campaign aimed to capture the attention of young voters by tapping into short-form content on TikTok and Instagram. The team invited influencers to political events, shared clips from conventions, and relied on viral video snippets to amplify Harris’ message. Her campaign crafted quick, impactful posts aimed at resonating with younger demographics accustomed to scrolling and liking, rather than watching hours-long content.
However, this approach faced challenges. Unlike long-form podcast discussions, the short clips did not foster the same parasocial relationship-building that audiences often feel with YouTube personalities or podcast hosts. Harris’ interactions with creators, according to critics, treated them as “media outlets” rather than collaborative partners. For instance, when invited to appear on The Joe Rogan Experience, her campaign’s insistence on altering Rogan’s long-form interview style reportedly derailed the opportunity.
This approach aligned with Harris’ careful, traditional style but missed the mark in a media ecosystem that thrives on authenticity and direct engagement.
Trump: Long-form Partnerships and “In-the-Field” Campaigning
In contrast, Trump’s campaign doubled down on deep engagement with influencers, choosing podcasters and livestreamers with substantial followings and solid fan loyalty. By engaging with them in their own spaces and formats, Trump cultivated relationships that brought him closer to his base. He frequently joined long-form discussions on popular platforms, including Impaulsive with Logan Paul and This Past Weekend with Theo Von. These appearances gave listeners hours to connect with Trump, creating a parasocial bond that extended beyond typical political ads or soundbites.
Trump’s campaign saw influencers as vital partners, embracing their cultural influence and giving them unique behind-the-scenes access. Creators like the Nelk Boys were invited not only to events but even on his private plane, fostering moments that both creators and their followers would not forget. This hands-on approach enabled Trump’s campaign to transform influencers into advocates who were personally invested in his success, something more scripted interactions might struggle to achieve.
The Impact of Parasocial Relationships on Voter Engagement
While both candidates’ influencer strategies had merits, Trump’s approach showcased a strong understanding of parasocial dynamics—where audiences feel a personal connection with public figures they follow online. For Trump, this long-form engagement fostered a deeper sense of trust, as viewers spent hours hearing him speak in unstructured formats, a technique experts in influencer marketing say strengthens fan loyalty.
Brendan Gahan, CEO of influencer agency Creator Authority, commented, “Impressions aren’t created equal. The bonds creators have with their audiences are what drive meaningful engagement, and short-form creators just can’t achieve those bonds to the same degree. Harris did not do long-form engagements or outreach.” Meanwhile, Trump’s alignment with influencers like Bryce Hall and Corinna Kopf embedded him within the youth pop culture ecosystem, further normalizing his image among traditionally liberal-leaning circles.
The Broad Reach—and Risks—of Influencer Campaigning
Both campaigns’ heavy reliance on influencers comes with challenges, highlighting the pros and cons of a rapidly changing digital landscape. Many influencers, who view themselves as entertainers rather than traditional journalists, may not adhere to rigorous journalistic standards, potentially leaving their followers with unverified or biased information. The reliance on influencers without clear partnership disclosures has also drawn criticism, as voters may struggle to discern genuine opinions from paid endorsements.
Despite these issues, the financial and logistical incentives for using influencers remain strong. According to the Brennan Center for Justice, millions in unregulated funds were spent in 2024 through political action committees and campaign funds funneled to social media agencies that partner with creators. Calls for clearer regulations and transparency have emerged, with advocates urging the Federal Election Commission to update its rules to ensure voters are aware of influencer partnerships.
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Influencers Shape the Future of Campaign Strategy
This election cycle has shown that both major parties are fully embracing the influencer economy. Democrat Keith Edwards launched his own YouTube channel this cycle, garnering over 200,000 subscribers and conducting interviews with prominent Democratic figures, while other content creators like TikTok star Harry Sisson doubled their followings with election-themed content.
In a post-election reflection, media experts agree that the shift to an influencer-centered strategy is likely to accelerate in future cycles. The younger generations, deeply entrenched in social media, are more receptive to unfiltered, relatable content than they are to polished, traditional ads or interviews. Political strategist Jess Rauchberg of Seton Hall University noted, “We’re likely to see both parties competing for digital media partnerships in new ways, even more dependent on personality-driven engagement, for future elections.”
The New Era of Political Campaigning
The 2024 election, shaped by both traditional and influencer-based media, marked a turning point in how political campaigns leverage technology and personalities to sway public opinion. The need to create not just an image but a digital persona highlights how modern campaigns are becoming more personalized and digitally immersive. From Harris’ short-form clips to Trump’s lengthy podcasts, both candidates’ approaches reveal that future campaigns will continue to adapt to and shape this new media landscape.
In the end, whether through viral videos or hours-long podcasts, the influence of digital creators is now undeniable. While traditional media retains its role, the new political battleground is digital, informal, and personal. Candidates are finding that an unfiltered, authentic message may resonate best when coming from a familiar face on a phone screen, helping to set the tone for what’s likely to be a permanently transformed campaign landscape in U.S. politics.
