Creators for Votes: How Social Media Has Influenced the 2024 Election

Author

Shira Lazar
November 03, 2024

In partnership with

In the lead-up to the 2024 election, political campaigns have shifted their focus—and budgets—toward digital creators. Both Democratic and Republican strategies are leveraging social media's reach and engagement. However, while Kamala Harris and Donald Trump both leverage online influencers, their approaches differ significantly. 

Harris’s campaign, for instance, has collaborated with creators (ie. @CreatorsForKamala) to weave her policies into Gen Z-friendly narratives and use their platforms to amplify messaging and get potential voters excited. Trump, meanwhile, is capitalizing on appearances in the influencer space, notably on podcasts platforms like Twitch and YouTube, where his stance and approach can find a fresh, “younger audience”.

A recent Pew Research study highlights that Gen Z prefers digital platforms over traditional news, marking a substantial shift in the electoral battleground. Many younger voters' knowledge of candidates doesn’t come from network news but from their favorite online creators. This trend has changed the economics of campaigns. Where millions were once poured into TV ads, today’s campaigns are redirecting these funds toward social media sponsorships, partnerships, and influencer events. Spending on digital ads has skyrocketed, with over $619 million dedicated to Google and Meta alone. 

Yet, influencer endorsements are a double-edged sword. A study found that celebrity endorsements can sometimes backfire, causing skepticism among voters. But digital creators, who often have a closer, more personal relationship with their followers—appear to wield more influence than Hollywood stars. 

The shift toward digital is evident in how the campaigns have allocated their budgets, too. For instance, Kamala Harris has outspent Trump on digital advertising, investing $57 million on platforms like Google and Meta, compared to Trump’s $5.6 million. Traditional media still holds a significant portion of campaign budgets, but experts forecast a 30% increase in digital ad spending.

One major insight in 2024 is the increasing influence of podcasts. According to a Bloomberg report by Ashley Carmen, Gen Z listeners are more likely to trust news from podcasters than from traditional media. In fact, Deloitte found that 75% of respondents trust podcast hosts as credible sources. This is why Trump’s appearances on shows like Impaulsive and This Past Weekend have resonated so powerfully; they build parasocial bonds, allowing audiences to feel as though they "know" him personally.

One of the biggest issues throughout this entire election remains misinformation, exacerbated by the rise of deepfakes. Just a week before election day, a manipulated video of a voter was debunked, sparking questions about the influence of AI-driven media on public opinion. 

As creators dive into more political discourse, they also bear the responsibility of fact-checking, a vital role as most voters, including today’s youth, get their election updates almost entirely online.

The stakes for 2024 are higher than ever, with Gen Z’s influence, especially young men, setting to shape the outcome. 

My Hot Take: Politics will keep leaning into the digital landscape, and creators are in a unique position to bring today’s big issues to life. But with that power comes real responsibility. Creators need to be accurate, transparent, and help people understand why these issues matter—not just recycle talking points. In an age of rampant misinformation, creators can keep it real and build the kind of lasting trust that traditional media and politicians often struggle to maintain.

Shira Lazar

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Bullish on… Politifact

The Pulitzer Prize-winning site from the Poynter Institute, PolitiFact, is an essential resource for fact-checking social posts and headlines. Their straightforward ratings and commitment to accuracy make it easier for everyone—especially during a noisy election season—to get the real story and cut through the noise. At such a crucial turning point, platforms like PolitiFact are more important than ever for staying informed. Be sure to follow their coverage through the election as they break down what’s real and what’s fake.

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