The short version
- Both major parties have increased spending on influencer partnerships, yet data shows minimal trust in these figures among young voters.
- Surveys reveal that family members and friends remain the primary sources of political advice for Gen Z, overshadowing online content creators.
- Disclosure of paid political endorsements often reduces creator credibility, undermining the strategic value of such campaigns.
American political parties are investing heavily in digital influencer operations under the assumption that online content creators hold decisive sway over Generation Z voters. This strategy emerged prominently after the 2024 election cycle, where young voters received significant attention for their role in tight races such as Michigan. In that state, Donald Trump secured a narrow victory by approximately 1.4 points, while the Democratic advantage among youth voters collapsed by 24 points compared to the previous election. Analysts noted that if young people constituted just 15 percent of the electorate, their shift toward the Republican candidate would account for roughly 3.6 points, exceeding the final margin of victory.
In response to these electoral dynamics, both major parties have scrambled to engage with digital tastemakers. The Republican National Committee has allocated more than $120,000 to a network of conservative influencers, categorizing these expenditures broadly as media costs. Similarly, the Democratic National Committee has established partnerships with over 500 online personalities through its Influencer and Creative operation. White House officials have also signaled a shift in engagement, with former press secretary Karoline Leavitt reserving specific seating for podcasters and content creators during briefings. Democrats have even explored hosting creator-led debates during the 2028 primary cycle.
These efforts rest on a theory that online personalities can directly transmit political opinions to their audiences. However, evidence suggests this premise is flawed. While many young people consume content from influencers, deep trust in these figures remains exceptionally low. A survey by the Media Insight Project found that although 63 percent of adults aged 18 to 34 obtain news from influencers at least occasionally, only 9 percent of those who do so report having a great deal of confidence in the information provided. This level of skepticism mirrors the trust placed in AI chatbots, which also garnered just 10 percent high-confidence ratings.
When asked specifically about sources for political advice, young voters overwhelmingly prefer personal connections over digital intermediaries. A YouGov poll conducted across eight battleground states in September revealed that half of respondents turned to family members for guidance, while 30 percent relied on friends. Only 6 percent identified an influencer as a key source of political counsel. Another study by Circle, a civic engagement research center at Tufts University, reinforced this trend. Just 9 percent of young respondents cited social media posts by influencers or celebrities as their primary information source, and 14 percent pointed to podcasts hosted by such figures.
In contrast, nearly half of the respondents in the Circle survey indicated they derived political information from advocacy groups, community organizations, or political entities they follow. Conversations with family and friends accounted for another third of their information intake. These findings suggest that the perceived power of influencers is largely an illusion maintained by the assumption that creators speak independently. When campaigns intervene financially, they risk shattering this perception of authenticity.
The financial stakes involved in these partnerships are substantial. In California’s gubernatorial race, Tom Steyer paid at least 17 influencers $5,000 or more each. Katie Porter’s campaign spent $25,000 on a single post by a lifestyle creator. One TikTok personality with 1.7 million followers reported receiving an offer of $36,000 from a Republican-affiliated group for a video. Additionally, a company with strong Republican ties compensated a group of Gen Z creators to defend Ken Paxton, Texas’s Republican Senate nominee, on social media platforms.
Transparency regarding these payments is often lacking, which further complicates the efficacy of such strategies. Investigations have revealed that some progressive creators, including Josh Greene, did not always disclose financial support from candidates or allied groups. When such payments become public, they tend to erode trust rather than build it. A study by the Rainey Center for Public Policy found that 47 percent of voters would trust a creator less after learning their political content was paid for by a campaign. Only 11 percent said their trust would increase.
While digital platforms undeniably play a role in modern politics, the nature of that influence is nuanced. Zohran Mamdani, who performed strongly among young men in New York’s mayoral race, attributed his visibility partly to podcast appearances. However, these were interviews where candidates spoke for themselves, rather than paid endorsements. Similarly, Donald Trump’s extensive podcast tour generated hundreds of millions of views, but the format allowed him to control the narrative directly. The data suggests that campaigns would be better served by recognizing the limits of influencer power and focusing on the interpersonal networks that actually shape young voters’ decisions.
As the 2028 election cycle approaches, political strategists face a choice between continuing expensive influencer campaigns or adapting to the realities of voter behavior. The current approach assumes a direct pipeline from content creator to voter mind, a model that polling data consistently contradicts. Until parties acknowledge that young voters prioritize family, friends, and community organizations over digital personalities, their efforts may continue to yield diminishing returns despite significant financial investment.
Sources behind this briefing
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- The Guardian US↗I’m a gen Z voter. Content creators have far less power than politicians think | Alex Bronzini-Vender
