More than 200 online influencers, streamers, and social media personalities have been invited to capture and livestream their impressions of the Democratic National Convention in Chicago. These creators aim to reach new voters who may not be following traditional political news by leveraging their sizable followings on platforms like TikTok, Instagram, Discord, and Twitch. The DNC organizers have provided perks such as lounges and working spaces for the creators, as well as the first-ever Creator Platform inside the convention hall.
Among the diverse group of creators present at the DNC is AustinShow, a YouTuber and Twitch streamer with millions of followers, as well as Russell Ellis, known as “jolly_good_ginger” on TikTok, who proclaimed himself a “Hillbilly for Harris.” Content ranges from lighthearted convention outfit checks to informative insights into the delegate duties and convention process. Hasan Piker, with 2.7 million Twitch followers, has been streaming his experience at the DNC, discussing issues like the war in Gaza and interviewing politicians like U.S. Rep. Greg Casar.
While the Democrats embrace influencers to engage with online audiences, the Republicans have also sought to reach potential voters online, particularly men. Former President Donald Trump and his GOP allies have appeared on platforms like YouTube and Twitch, engaging with personalities and posting content. Despite criticism from Republicans that the Democrats may be paying influencers for positive content, DNC spokesperson Matt Hill denies such claims, stating that content creators are treated the same as traditional media and are not paid to cover the event.
Jennifer Welch, who co-hosts the “I’ve Had It” podcast, is among the digital influencers credentialed for the DNC along with her co-host Angie Sullivan. They have hosted Democratic events in the past and interviewed Kamala Harris on their show. The presence of influencers at the DNC showcases the effort by the Harris campaign to engage hard-to-reach voters who often prefer niche online communities over traditional media outlets. While there are risks associated with inviting influencers who may not adhere to the same standards as traditional media, the campaign believes that the potential reach and impact are worth the risk.
The shift towards authenticity and engagement with online communities in news consumption is evident in the DNC’s decision to welcome influencers. This strategy allows the campaign to connect with new audiences and mobilize them around social justice topics while building a more inclusive platform for diverse values and beliefs. As the 2024 election approaches, both parties are recognizing the importance of leveraging social media and engaging with digital influencers to reach voters who may not be reached through traditional means. The presence of influencers at the DNC reflects a hybrid media reality where non-mainstream voices play a crucial role in shaping political narratives.
