Influencers are becoming increasingly important messengers for Democrats this election cycle
nfluencer Olivia Ponton has modeled for magazines and garnered almost 8 million followers on TikTok, where she posts workout videos, outfit inventories, and clips of herself dancing in crop tops. But the 20-year-old has recently been using her platform to talk about a different topic: according to her Instagram, Ponton thinks “voting is HOT.”the law of the land, or a federal abortion ban,” she said in a TikTok video last month, urging her viewers to vote to preserve abortion rights.
More political groups and campaigns have created formal influencer strategies this year than ever before, hoping to use content creators to help get out the vote through their well-trafficked platforms. The campaigns’ target audience for their influencer efforts consists of voters whose policy preferences are largely aligned with Democrats, but who are sometimes disengaged from politics, according to several progressive organizers.
The amount of attention and investment Democrats have given social media influencers has skyrocketed in just a few years, and goes all the way up to the 79-year-old occupant of the Oval Office. Joe Biden’s 2020 campaign had a micro-influencer program that pushed out content through various creators with smaller, deeply engaged followings. In the White House, Biden’s team has continued to, setting an example for other Democratic candidates.
The environmental group EDF Action began working with influencers for the first time this year as a client of @advocacy, an influencer advocacy studio. Over the summer, EDF Action partnered with TikToker TizzyEnt to tout Democrats’ climate plans. TizzyEnt—Michael McWhorter in real life—is a 45-year-old man with a big beard who jokes that he’s not the stereotypical social media influencer.
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