From Business Insider · Dan Whateley · · 1m 50s
Influencers are now a political force campaigns can't ignore
One in four Americans say creator content swayed their vote. Political campaigns are scrambling to harness influencer power ahead of 2026.
In brief
One in four Americans say creator content swayed their vote. Political campaigns are scrambling to harness influencer power ahead of 2026. Twenty-six percent of Americans say influencer content influenced their vote, and political campaigns are racing to work with creators as online platforms replace traditional…
One in four voters swayed by creators
About twenty-six percent of Americans say influencer content has affected who they voted for, according to a Morning Consult survey of around two thousand US adults conducted in September.
Gen Z most influenced by creator posts
A little over half of US adults say creator content affected their views on political or social issues. Among Gen Z, close to three in four respondents said their views were swayed by influencer posts.
Jake Paul and Hasan Piker shape politics
YouTuber Jake Paul joined President Donald Trump in Ohio for a midterm rally, posting TikTok clips of his Air Force One flight.
YouTube beats TV for political news
YouTube was the top source for political and election news among US adults in September, narrowly beating out TV, print and X, according to a Syracuse University survey.
Campaigns struggle to measure creator impact
Campaigns still spend most ad budgets on TV because influencer marketing is harder to predict and measure, particularly as social media feeds become more personalized and algorithmically driven.
Strategy shifts to niche creators
Political campaigns are moving from targeting creators with massive followings to identifying influencers who work in particular niches. The goal is reaching different pockets of creators for different purposes.
“It's worth having different pockets of creators for different purposes.”
Creator outreach becomes campaign priority
Nicole Dunger, a founding partner at People First marketing firm, said creator content is an underestimated avenue for political campaigns. It is a real player and a big player in this space now.
“It is a real player and a big player in this space now.”
The takeaway
Twenty-six percent of Americans say influencer content influenced their vote, and political campaigns are racing to work with creators as online platforms replace traditional media.
