“Influencers have become essential to modern campaigns, not just as amplifiers but as architects of public opinion,” says Inigo Rivero, founder of House of Marketers. “This election made one thing clear: if you want to reach young audiences, you go where they are, and that’s in the feed, not on cable news.”
We have recently observed a shift in how influencers have evolved from digital personalities to political power players. Case in point, the recent elections. This year marked a historic first: influencers received formal credentials at the Democratic National Convention, solidifying their role as recognised voices in political reporting.
Early on, the Biden administration saw the value in connecting with young audiences through influencers. Inviting them to policy briefings and events that spoke directly to issues young people care about. This move set the stage for what we’re now calling the “Influencer Election” of 2024.
Fast-forward to this election cycle and both major U.S. political parties have embraced influencers not just as part of the conversation but as key players steering the conversation.
This strategy showcases more than a shift —it’s a new way of defining political influence. Influencers were the bridge between both parties’ campaigns and a young, skeptical voter base that no longer relies on traditional media.
Timeline of How Influencers Shaped Politics
- 2020 – The Biden administration began engaging influencers, inviting them to briefings and events focused on issues relevant to young voters.
- 2022 Midterms – Political parties started seriously investing in influencer engagement, recognising their ability to sway opinion at conventions, rallies, and online.
- 2024 Primary Season – Both Republicans and Democrats increased partnerships with influencers, treating them as essential to reaching younger audiences.
- 2024 General Election – Influencers were fully integrated into campaign coverage, attending fundraisers, live-streaming rallies, and providing millions with behind-the-scenes access.
This transformation was more than a tactical shift—it represented a fundamental rethinking of political influence.
From Feeds to Opinion-Makers: How Influencers Build Trust with Voters
Parasocial relationships—where audiences feel personally connected to influencers—have fundamentally changed how voters engage.
For Trump, this meant long-form conversations on YouTube and podcasts, creating hours of unscripted dialogue that allowed him to build trust in ways traditional political ads cannot. These formats fostered a sense of relatability that voters connected with on a personal level.
Harris’s campaign leaned into short, impactful TikTok content to amplify her message quickly and widely. Although effective, this format lacked the depth that long-form interactions achieved. Experts note that long-form formats allow audiences to feel “close” to public figures, building a loyalty that’s powerful in political campaigns.
The format of influencer content played a major role in the impact they had. While short, impactful TikTok clips can grab attention, there’s something uniquely powerful about the deeper connections that long-form creators build. Influencers who spend extended time with their followers create a sense of trust and familiarity that quick clips can’t achieve. In this election, influencer-led personal interactions fostered bonds with audiences – reinforcing loyalty and influence that traditional political ads rarely manage.
Influencer-Led Campaigns = Trust
Influencers bring a level of authenticity and reach that traditional media often can’t replicate, making them an invaluable asset in modern political campaigns. With their unfiltered voices and direct access to millions, influencers connect with audiences in real time, giving followers a sense of immediacy and personal involvement that goes beyond the reach of conventional ads or scripted soundbites. This candid approach allows them to resonate with audiences on a deeply personal level, making campaigns feel accessible and relatable.
The evolving landscape of influencer marketing naturally calls for ongoing adaptation and transparency. As this new form of media matures, discussions around disclosure standards are progressing to ensure that audiences feel informed and empowered. And yet, it’s precisely this flexibility—combined with an authentic, often unscripted approach—that gives influencers their power. A recent survey found that 1 in 4 creators was approached by political campaigns in 2024.
The strategic benefits of influencer partnerships are undeniable. By connecting on platforms where young voters already are, influencers enable campaigns to engage more meaningfully.
Influencers Gave Politics a Real-Time Lens
Throughout this election cycle, influencers provided their audiences with unprecedented access to the political landscape. From fundraisers to party conventions, creators like Elon Musk, Charlie Kirk, and Candace Owens showcased behind-the-scenes moments that bridged the gap between political figures and young, engaged followers.
Trump’s appearances on various creator-led podcasts hosted by Andrew Tate and the Nelk Boys enabled him to bypass traditional media and connect directly with his base. Meanwhile, Harris’s engagement with influencers during “brat summer” highlighted her campaign’s appeal to young audiences.
Influencers also offered unique perspectives on candidates, often sharing content from private events or casual moments that traditional media would seldom cover. Major influencers on the right, including Musk and Kirk, reached huge conservative audiences, creating real-time engagement that no ad campaign could replicate.
The Future of ‘Influence’ lies in the Feed: Lessons in Marketing
The 2024 election revealed powerful strategies for brands to connect, engage, and build trust with audiences. Influencers like Theo Von, Candace Owens, and Joe Rogan were able to attract large, diverse audiences due to their authentic styles and personal connections with followers. They are no longer just digital personalities; they are key players in shaping public opinion and mobilising voters. As campaigns become increasingly digital, the role of influencers will only continue to expand.
The 2024 election was a masterclass in leveraging digital influence for mass engagement. For marketers, the strategies reveal key lessons for brand visibility, audience connection, and long-term loyalty.
Build Authentic Connections through Trusted Voices
Just as political campaigns partnered with influencers who resonated with their target audiences, brands can strengthen their marketing by working with creators who have genuine connections with their followers. People trust familiar voices—especially those who don’t feel scripted. Marketers should aim for partnerships that feel natural and credible to foster stronger audience loyalty.
Diversify Content Length and Style
The election underscored the power of both short-form and long-form content. While Harris’s campaign succeeded in creating shareable TikTok moments, Trump’s long-form podcast appearances allowed for a deeper connection with audiences. For brands, mixing quick, engaging content with deeper, storytelling formats can broaden reach while building more meaningful connections.
Stay Agile and Relevant
Influencers in the 2024 election provided real-time updates from rallies, fundraisers, and conventions, helping campaigns stay relevant to fast-paced news cycles. Brands, too, benefit from quickly responding to trends and cultural moments, staying agile in their messaging to capture attention as events unfold.
Prioritise Transparency and Trust
Audiences are increasingly aware of sponsorships and partnerships. Transparency became a discussion point as political campaigns used influencers for promotional content. Similarly, brands should prioritise transparency, ensuring clear disclosure of partnerships to maintain credibility. When audiences feel informed, they’re more likely to trust and engage with content.
Recognise the Shift in Media Power
Just as the 2024 election saw a shift from traditional newsrooms to influencer-led feeds, brands need to recognise the shift in social platforms, as they are now central to shaping public opinion. In other words, traditional media still has its place, but social media influencers hold significant sway, especially among younger audiences. And marketing strategies should reflect this by prioritising digital channels where audiences actively engage.
Leverage Real-Time Interaction
Influencers provided a real-time lens into the election, creating a sense of immediacy that traditional media coverage couldn’t match. Brands can learn from this by incorporating live interactions, Q&As, and behind-the-scenes content to bring their audience closer to the action and foster a sense of immediacy and inclusion.
The “Influencer Election” of 2024 isn’t just a case study for political campaigns; it’s a roadmap for future marketing. By following these lessons, brands can use influencer partnerships to strengthen trust, stay relevant, and ultimately drive authentic engagement.
At House of Marketers, we help brands and businesses—big and small—connect with their ideal audience through strategic influencer marketing. Whether you’re aiming to build brand awareness, or make a lasting impact, our team brings expertise and a results-driven approach.
Get in touch today to discover how we can elevate your brand through the power of digital influence.
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.