The Democratic National Convention has a creators’ lounge for digital influencers, where cookies bearing the faces of political figures like Vice President Kamala Harris and Minnesota Governor Tim Walz are popular. The lounge provides a space for influencers to post on social media in support of Harris, with many setting up mobile lighting rigs to record content. For the first time, over 200 influencers have been credentialed to attend the convention, with dedicated staff to assist them and creator platforms for recording and posting content. The Republican National Convention also invited influencers to attend their event last month, showcasing the increasing reliance on influencers by political campaigns to reach voters.
Deja Foxx, a social media influencer with over 140,000 followers on TikTok, spoke on the first night of the convention, emphasizing the power of young people in shaping the narrative through online content creation. The DNC proactively reached out to online influencers, offering press credentials for the convention, with many influencers funding their own attendance. Notable influencers like Jeremy Jacobowitz, known for food content on Instagram and TikTok, have also been attending, recognizing the influence they have over their audiences in sharing political information.
Despite criticisms of influencers being controlled by the Democratic party, influencers like Malynda Hale stress that there are no restrictions on what they can post. The goal is to reach the demographic of voters the party is targeting and encourage participation in the election. The impact of the party’s efforts to engage influencers and their audiences is still uncertain, with questions about whether this will translate into actual votes. Mia Logan, a senior vice president at Precision Strategies, believes sustained engagement with creators post-convention is crucial in turning viewers into voters.
While the party’s engagement with social media influencers may have positive outcomes, there have been reports of disorganization and chaotic experiences at the convention for some creators. Posts about long waits, shuttle delays, and mundane moments have been shared with audiences, including criticisms picked up by members of the Trump campaign. Despite logistical challenges, influencers have shared their experiences, like blogger Ilana Wiles, who attended the convention with fellow mom-influencer Jessica Shyba and reacted emotionally to Hillary Clinton’s address after a long wait to enter.
Kamala Harris has interacted with influencers at the convention, recording videos with them that touch on topics like their shared Indian heritage and favorite Chicago foods. The campaign plans to release additional videos with creators in the following days to continue engaging with audiences. The increasing reliance on influencers by political campaigns reflects a shift in communication strategies, with the goal of reaching a broader audience through online content creation.
