Trump Targets Conservative Male Influencers to Engage Younger Men

In a surprising turn of events, former President Donald Trump, who is 78 years old, recently appeared on a show hosted by 23-year-old internet sensation Adin Ross. During the show, Trump confessed that he only had a basic understanding of livestreaming, yet he expressed appreciation for the format, recognizing it as part of a “new wave” of delivering information. His son, Barron, who is 18, has played a key role in introducing him to this world.

Trump remarked, “My son’s told me about you, and they told me about how big you are. He said, ‘Dad, he’s really big,’” as he engaged in a two-hour discussion with Ross.

The Trump campaign has strategically engaged with the online culture that thrives on platforms like Twitch, Kick, YouTube, TikTok, and Instagram. It has established connections with various influencers, including Logan Paul—a figure who resonates with younger audiences—and even spoken with multibillionaire Elon Musk, a revered icon among younger conservatives.

In a noticeable trend, many political campaigns, including Vice President Kamala Harris’s, are now vying for the attention of voters who prefer non-traditional news sources. While Trump’s campaign collaborates with conservative influencers to shape conversation topics, Harris’s team credentialed around 200 content creators at the recent Democratic National Convention, offering them various benefits to ensure their presence at the event.

According to Tammy Gordon, a digital communications strategist, “This election represents a maturity in the role of influencers as news sources, with campaigns approaching them almost as segments of the media.” She acknowledged both the potential and the risks associated with utilizing technology to precisely target different segments of the electorate.

The effectiveness of Trump’s active involvement in online media remains uncertain, particularly given the dominance of critical content about him on these same social media platforms. Content creators who oppose Trump often achieve viral success through these outlets.

Embracing memes and engaging in the digital sphere can be seen as an evolution of the image Trump cultivated as a businessman and celebrity over the years. This persona helped him gain notoriety in the late 20th century, transitioned him into a television figure with “The Apprentice,” and ultimately led to his presidency in the 2010s.

The campaign aims to leverage Trump’s celebrity status to draw attention not only online but also in traditional media formats, reaching out to demographics that haven’t been traditionally engaged with—especially younger men, including many in Black and Hispanic communities.

Younger Americans, particularly those from communities of color and immigrant backgrounds, are increasingly consuming their news through social media channels rather than relying on traditional news outlets.

During his appearance with Trump, Adin Ross shifted away from his usual provocative themes, opting instead to discuss Trump’s policies on foreign relations and immigration. Ross even gifted Trump a Rolex watch and took him for a ride in a customized Tesla Cybertruck, leading to a light-hearted moment where they danced outside the vehicle.

Ross, known for his provocative views and earlier livestreaming collaborations with figures like Bronny James, has also faced controversy, including a ban from Twitch for “hateful conduct.” His growing friendship with right-wing political figures marks his shift toward conservative values and messaging.

This presidential campaign comes at a challenging time for many young men, especially those facing economic struggles without a college degree. Various conservative figures are looking to tap into these frustrations to garner support.

For example, the CartierFamily YouTube channel, where four young men offer their reactions to political news, has amassed over one million subscribers. Their engaging and often humorous takes appeal predominantly to young, male audiences, and they’ve developed connections that have amplified their political discussions through meetings with Trump’s campaign aides.

The Trump campaign, while not revealing its exact number of collaborating online conservative creators, emphasizes its intention to connect with voters in nontraditional spaces. Janiyah Thomas, the campaign’s Black media director, stated that engaging with diverse voices is essential to reaching the Black community in particular.

On the other side, Kamala Harris’s campaign has successfully generated significant organic engagement online, especially on platforms popular among younger voters. By strategically responding to the interests of online influencers, the campaign has cultivated an online presence that resonates with their supporters. Additionally, liberal organizations have been observed providing benefits to content creators to ensure their participation in events like the Democratic National Convention.

Ultimately, the landscape of political engagement is evolving, with both Trump and Harris making strides to meet potential voters where they are—whether online or in traditional media spaces.

Source: AP News