As a seasoned journalist who has witnessed the evolution of media since the dawn of the digital age, I must say that this piece paints a vivid picture of our modern-day information landscape. The democratization of content creation, as described here, is nothing short of revolutionary – empowering voices that were once silenced and giving us a newfound appreciation for the power of entertainment in shaping public opinion.
Shortly following Donald Trump‘s victory in the 2024 election, Dana White, the head of Ultimate Fighting Championship, stepped forward to express gratitude towards the individuals instrumental in securing this win.
White expressed his gratitude towards the Nelk Boys, Adin Ross, Theo Von, Bussin’ With The Boys, and finally, the impressive and influential Joe Rogan,” (He/She) said.
As America grapples with the prospect of another Trump presidency, causing anxiety over increasing social unrest, the erosion of democratic values, and the acceptance of far-right radicalism, it’s worth noting that one segment has thrived during this election period: the influencers.
A multitude of influencers recognized by White during his appearance were integral to a vast digital community of content producers that the Trump campaign relied heavily on for their media approach. This strategy allowed them to extend an unparalleled reach, enabling them to sway voters and secure the election. As CJ Pearson, the National Chairman of the Republican National Committee’s Youth Advisory Council, stated, “This has been referred to as the ‘influencer election,’ and I believe it marks the beginning of many future elections influenced by influencers.” Pearson played a role in facilitating communication between the Trump campaign and Gen Z influencers.
Over the last twenty years, the media landscape has significantly changed. Traditional media is experiencing a downward trend across various measurements. For instance, data from Comscore indicates that the average monthly unique visitors to the websites of the top 50 newspapers dropped by about 20% to less than 9 million in Q4 of 2022, and people are spending less time consuming traditional media content. However, the creator industry is on the rise. The influencer market is projected to reach over half a trillion dollars by 2027, according to Goldman Sachs, and Sprout Social’s 2023 report shows that 30% of consumers now trust content creators more than they did six months earlier.
During the entire election process, both the Democrats and Republicans found themselves navigating a significantly altered digital news and media landscape. Both parties sought the favor of content creators by inviting them to their conferences, placing influencers prominently at rallies, providing financial support through political action committees, and endeavoring to enhance their candidates’ online presence through social media.
In this election, there’s been a significant change in the media environment, as stated by Loren Piretra, the Chief Marketing Officer of Fanfix, a service that helps creators earn money.
Influential figures significantly contributed to creating buzz-worthy events for every candidate, with TikTok pair Carl Dixon (Casa Di) and Steve Terrell popularizing quotes from J.D. Vance’s running mate by sharing remixes that spread to tens of millions on the platform. Content creators like @citiesbydiana further escalated the “Brat summer” trend through a series of memes, while YouTube sensations the Nelk Boys and entertainer Theo Von invited Trump and Vance onto their programs, resulting in collective views totaling hundreds of millions across multiple platforms.
As a gamer, I found myself in the midst of an interesting digital battlefield during the last election. While both campaigns were keen on winning over influencers, their tactics took completely different paths. The Harris team focused on quick-hitting strategies, pouring resources into short video clips, trendy TikTok remixes, and bite-sized Instagram posts. On the other hand, the Trump campaign opted for a marathon approach, sinking funds into lengthy YouTube podcasts and cultivating relationships with livestreamers, which ultimately paid off in a big way.
During the Trump campaign’s visits to engage with numerous content producers, Kamala Harris aimed to have encounters with influencers at her own locations. For example, when Harris and Walz filmed an episode of Kareem Rahma’s popular series Subway Takes, originally intended for the New York City subway, the Harris campaign insisted on filming it on a bus in Pittsburgh instead. Similarly, when Harris was invited to appear on Joe Rogan’s podcast, her campaign proposed that Rogan should relocate from his studio in Austin, Texas to them. They also suggested modifying the format to a one-hour interview, rather than the extended discussions typically lasting three to four hours which Rogan is known for. However, the interview did not take place, and the Harris campaign declined to comment on the matter when asked.
Brendan Gahan, the CEO of Creator Authority (an influencer marketing agency that’s worked with democratic politicians), stated that one common mistake marketers make when collaborating with influencers is treating them as media channels instead of partners. On the other hand, Trump was seen to have integrated himself into creator culture, interacting directly with creators and adopting their platforms.
Trump’s emphasis on forming parasocial relationships played a significant role. Gahan stated that “Not all impressions are alike.” It’s the personal connections between creators and their audience that spark meaningful interactions, and short-form creators typically can’t establish these bonds as deeply. Harris engaged in fewer long-form activities or outreach. However, Trump’s appearances on podcasts such as Logan Paul’s Impaulsive and Theo Von’s This Past Weekend allowed the listeners of those shows an opportunity to parasocially connect with the candidate.
Trump additionally tailored unique encounters for content creators, nurturing close personal bonds with them. To illustrate, rather than simply inviting the Nelk Boys to his rallies, he extended invitations for them to travel on his private aircraft and made group video calls with their friends simultaneously.
Xavier Derusso, a content creator known for his conservative views in LA, stated that Trump’s efforts to win over popular personalities such as TikTok sensation Bryce Hall and YouTube star Corinna Kopf, who are heavily involved in online youth culture, contributed significantly to making it acceptable for top LA influencers to back Republicans.
According to Derusso, creators were once concerned about losing brand endorsements due to their support for Trump, but that dynamic shifted during this election cycle. “Previously, I’d receive many disapproving glances and disbelief when wearing a MAGA hat. Now, however, people are approaching me with respect instead.
Jessica Reed Kraus, a notable conservative figure with over 1.3 million followers on Instagram and author of the Substack newsletter House Inhabit, stated that Trump’s election night gathering at Mar-a-Lago, filled with influential content creators like herself, demonstrated the campaign’s adaptation to the modern media landscape. “This is a significant triumph for us,” she declared, “for those online who played a part in it and disseminated his message. There’s a clear power shift underway. It underscores just how much people have lost faith in traditional media.
Although the internet allows anyone to create content, the rise of influencer-driven media brings notable disadvantages. Since most creators prioritize entertainment over journalistic integrity, they often overlook traditional ethical standards or neglect disclosing partnerships that might conflict with their interests. Furthermore, influencers may feel compelled by social media platforms to exaggerate content in order to rank higher in algorithm-driven feeds.
Regulatory bodies have yet to adjust to the modern digital landscape. In this year’s election period, campaigns and political action committees have spent millions on social media agencies that collaborate with content creators, receiving minimal regulatory scrutiny. The Brennan Center for Justice, a non-profit organization focusing on law and public policy at New York University School of Law, has called upon the Federal Election Commission (FEC) to modernize its rules to promote transparency in how candidates compensate influencers. In their letter to the FEC, the Brennan Center stated, “Voters should be informed about who is attempting to sway their opinions.
Despite the Democrats losing the election, numerous progressive content creators expanded their audience by reporting on the campaign and now have a much broader platform compared to when they first began.
Keith Edwards, a Democratic strategist, launched a YouTube channel in May and gained over 207,000 subscribers by posting nonstop election videos, interviewing figures like democratic advisor Anita Dunn and Pete Buttigieg, going live during Trump’s assassination attempt and attending the DNC as a credentialed creator. Elizabeth Booker Houston, a political content creator and comedian, gained over 100,000 Instagram followers which led to her first comedy tour. Harry Sisson, a 22-year-old TikTok star known for pro-Democrat commentary, nearly doubled his audience as the election season unfolded. “I think [the election] was kind of a perfect storm that allowed folks like myself and other creators to grow our platform,” he said.
In this election, experts on all sides agreed that it was a defining moment for independent media. The trend towards a more digital and personality-focused news and information environment is expected to speed up under a Trump presidency, as his administration often avoids traditional media. During his first term, Trump frequently used online influencers to undermine trust in democratic institutions, dodge accountability, and disseminate politically motivated misinformation that could be harmful.
Jess Rauchberg, an assistant professor specializing in communication technologies at Seton Hall University, stated that political campaigns must adjust to this evolving landscape. Essentially, they’ll need to follow the footsteps of podcasters and independent news producers.
According to Rauchberg, “traditional media is struggling” and it won’t be long before it faces a rapid decline. People are increasingly turning towards different news sources due to dwindling trust in conventional news. This trend isn’t limited to specific political groups like conservatives or liberals; rather, it’s a widespread phenomenon affecting everyone.
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2024-11-07 20:24