From TikTok to the White House: The Rise of Influencers in Political Discourse

Alyssa Stevens, Global Director of PR, Social Media & Influencer Marketing

The creator economy has officially arrived on the national stage, and if you’ve been paying attention, you’ll know that influencer and social media marketing are no longer just buzzwords. As the political landscape heats up, we’re witnessing the industry’s growing influence in ways that are impossible to ignore.

The recent inclusion of social media influencers in high-profile political events, like the Democratic National Convention and the White House’s inaugural Creator Economy Conference, marks a significant evolution in how political communication is unfolding. This isn’t just about politics recognizing the power of platforms like TikTok—it’s about the media landscape itself transforming. As the Global Director of Social Media & Influencer Marketing at Connelly Partners, I find this movement not just fascinating but vital for the future of how we engage with audiences.

Influencers, once primarily leveraged for brand awareness, are now pivotal players in the political arena. Their ability to engage with communities on a personal level makes them invaluable assets for candidates like Kamala Harris, who uses TikTok to connect with voters. The recent White House Creator Economy Conference, which gathered 100 professionals from my industry, discussed the future of digital content, touching on topics like AI, mental health, and fair pay. Similarly, the Democratic National Convention invited 200 content creators to cover the event, offering them an exclusive vantage point of the stage. These events are more than just milestones; they are a clear acknowledgment of the creator economy’s role in shaping public opinion and driving meaningful conversations. Having worked in the influencer and social industry for well over a decade, I see this as a moment that cements its journey from niche to mainstream.

For brands and agencies, this evolution should be a wake-up call. The creator economy is no longer just about product placements or brand endorsements; it’s about fostering genuine relationships and understanding the nuances of audience engagement. As political campaigns tap into the authenticity that influencers bring, recognizing that traditional advertising and news sources may not fully capture the attention of today’s audiences, brands must adapt.

Influencer marketing has been – and will continue to be crucial in any comprehensive campaign. Brands must collaborate more deeply with creators and platforms to harness the power of influencers in ways that truly resonate. Whether for political, social, or commercial purposes, this dynamic and ever-changing landscape demands a thoughtful, strategic approach to stay ahead. Now more than ever, it’s clear that the creator economy isn’t just a trend—it’s a driving force that will continue to shape the future of marketing and communication…and perhaps even the 2024 election!