Influencers Gain Access to Political Conventions to Engage Young Voters

The Democratic National Convention has marked a significant moment in history with Vice President Kamala Harris making headlines as the first Black and South Asian woman to accept the Democratic nomination for president. This remarkable event was amplified by social media content creators who were granted unprecedented credentialed access to the convention. 

As the presidential race heats up with less than three months until the election, capturing the attention of younger voters has become more crucial than ever. The coming-of-age of this generation is reshaping the electoral landscape, compelling both parties to adjust their strategies. 

According to Pew Research, one-third of adults under 30 frequently use social media platforms like TikTok for their news, a staggering 255% increase since 2020. Young voters are not just passive consumers of political content; the Center for Information and Research on Civic Engagement and Learning reports that 70% of them turned to social media for information about the 2020 election. This is driving both Republican and Democratic campaigns to invest heavily in social media outreach targeting Gen Z voters.

In a bid to capture young voters, both parties have invited numerous content creators to their respective conventions. Approximately 70 creators attended the Republican National Convention in Milwaukee, while around 200 influencers secured access to the Democratic National Convention in Chicago. These influencers gained exclusive entry to invite-only events and parties, along with opportunities to meet and interview delegates. They also had access to a uniquely designated “creator’s lounge” that separated them from traditional media spaces. 

Rick Klein, ABC News’ Washington Bureau and Political Director, highlighted the growing influence of content creators. He emphasized that some influencers may hold more sway over young voters than traditional media outlets, stating that engaging the youth vote—even slightly—can significantly impact the election. 

The competition for young voters is fierce. From Vice President Harris’s memes to former President Trump’s return to X in an interview with Elon Musk, candidates are striving to connect with this demographic. Early polling suggests that Harris has a strong lead, holding a 20-point advantage over Trump among voters aged 18 to 39, even if the former president has a larger following of 10.5 million on TikTok compared to 4.6 million for Harris.

Brilyn Hollyhand, an 18-year-old influencer and youth advisory chair at the RNC, expressed the necessity of engaging young social media creators. He believes that their involvement at the convention successfully raised awareness among peers who were previously unaware of the event. Meanwhile, Klein reiterated that the challenge lies not just in how this group votes, but in boosting their turnout at the polls. 

At the DNC, Malynda Hale, a social media influencer with over 90,000 followers, shared her experiences. She expressed her excitement about being part of a historical moment. Throughout the convention, Hale provided updates and conducted interviews, drawing significant attention to the campaign through her social media activities. 

Many of the influencers attending the DNC are not being paid directly by the party or the campaign. However, they may receive funding from aligned agencies or nonprofits, allowing them to maintain authenticity in their content. For instance, Elizabeth Booker Houston, a social justice influencer with a substantial follower count, stated that her independent funding enables her to address topics important to her community, even while attending the convention. 

Similarly, Deja Foxx, an influential abortion rights activist, took the stage at the DNC, emphasizing the importance of electing Kamala Harris. Foxx, known for holding politicians accountable during her rise as an activist, has established a significant following by addressing reproductive rights. 

Foxx remarked on the importance of being part of the DNC, highlighting that her peers are keenly shaping their political beliefs. She acknowledged her role as a creator in helping them formulate their perspectives early on, thereby potentially influencing them for a lifetime.

Engaging the millennial and Gen Z electorate is vital for both parties. As these young voters look to determine the political landscape, the utilization of social media influencers to draw them in appears to be a strategy that could have lasting repercussions in the upcoming election.

Source: ABC News