The Creator Economy's Influence on the 2024 US Presidential Election

The 2024 US presidential election is right around the corner and the race is heating up. To capture voter attention as election day nears, campaigns are taking a page straight from the playbook of today’s most successful brands with a tried-and-true strategy: influencer marketing. 

Today, much of political discourse happens online, whether it’s through Instagram activists or politicians’ X (formerly Twitter) accounts. Just as brands leverage influencers to connect with audiences and drive conversions, political parties are tapping into the power of the creator economy to win voters in new and dynamic ways. 

Let’s take a look at how this emerging trend is shaping the race for the White House this year. 

Political campaigns are becoming increasingly social.

In 2024, the line between political campaigns and social media marketing is blurring more than ever. Political ad spend is expected to hit a record $12 billion this year, with a significant portion — around $605 million — being allocated to social media platforms, a near 87% jump from 2020. The majority of this ad spend is funneled into Meta platforms, especially Facebook, given that other popular social platforms like TikTok have stringent restrictions on political advertising. 

But it’s not just about ads. There’s a lot of organic political content on Instagram, TikTok, and X currently, and platforms like Discord and Reddit have also become fertile ground for political conversation, especially among Gen Z. In fact, more than half of Gen Z follows political influencers or activists on social media. Not to mention, 74% of Gen Zers say they learn about elections and political policies through these platforms. 

Today’s political battleground isn’t just in town halls or TV debates — it’s in the comment sections and livestream chats of social platforms. Political campaigns have recognized this shift and are racing to dominate these spaces, particularly by turning to social-savvy creators — which brings us to the next trend.

Political parties are activating digital creators. 

Influencers are now essential to political strategy. In fact, 76% of voters want election content from creators — particularly those who share similar values and beliefs. Political parties have embraced this, especially in the 2024 election as they seek to capture the attention of younger, digital-savvy voters. 

For example, Donald Trump recently brought TikTokers Bryce Hall and NELK Boys onstage at his Las Vegas rally, gaining their endorsements and garnering attention from his younger supporters. Earlier this year, he also made appearances on high-profile influencer podcasts like Logan Paul’s Impaulsive podcast.

On the other side, the Democratic Party recently invited over 200 influencers to its national convention in Chicago. Those attending posed with political heavyweights like Barack Obama, and some even spoke on stage. Influencers were also provided with talking points and resources to share with their audience online. These efforts aren’t just to raise visibility around the event — it’s also to build relationships with creators and their engaged followers.

Politicians are turning into influencers themselves. 

In today’s political landscape, politicians must be fluent in the language of social media to meet audiences where they’re at, effectively discuss their policies, and win votes. 

Currently, as the election heats up, both campaign teams are focusing on creating engaging social media content, balancing video clips from debates and rallies, as well as timely memes.

Additionally, livestreaming — a format that became popular during the pandemic when in-person rallies were replaced by online events — has become a crucial political tool. Livestreams not only allow candidates to foster real-time connections with their audiences, but also play an important role in fundraising, with campaigns leveraging the platform’s monetization tools to drive donations. 

For instance, Donald Trump joined streamer Adin Ross for a livestream to drum up support from his mostly young, conservative audience. Kamala Harris has also jumped into the Twitch scene, creating her own channel to compete in this digital arms race. 

These viral social media moments have allowed both Harris and Trump to become some of the most talked-about presidential candidates in the last few decades, showing that influencer marketing can work in multiple ways — whether it’s through partnerships with established creators, or through the candidates themselves.  

The future of politics is creator-driven

The 2024 election proves that influencer marketing is no longer a strategy reserved for consumer brands — it’s a powerful tool for political campaigns and beyond. From social ads and influencer partnerships to livestreaming and memes, politicians are using every social media tool at their disposal to engage with voters, particularly younger audiences. 

As the digital landscape continues to evolve, it’s clear that influencer marketing has outgrown its roots in traditional branding. Today, the strategy proves to be successful for all kinds of organizations — including the highest levels of government.

Learn more creator economy trends in our webinar, Summer Check In: The State of Influencer Marketing 2024.