With C-suite leaders from iconic brands keynoting sessions, leading workshops and attending networking events, Brandweek is the place to be for marketing innovation and problem-solving. Register to attend September 23–26 in Phoenix, Arizona.
American politicians are desperate to be fluent in the language of the internet, a desire that reflects a larger trend in politics: that politicians can’t just be leaders anymore. They have to be influencers. And they’re tapping into the creator economy to engineer virality in a way that translates to the polls.
Online creators are extraordinarily valuable to political movements because of the sway they have over young people’s perspectives and opinions. Creators model the lifestyles their viewers want. They make their audiences feel seen. They build community and, as every politician knows, community is power.
As we race toward November 5, this power will only expand and could ultimately determine who takes the Oval Office.
The digital third places
Both sides of the aisle are capitalizing on the influence of the creator economy this election cycle. While it’s an obvious tactic to court younger voters, it’s also the digital parallel of a campaign tactic as old as politics: meeting people where they are.
More and more young people are congregating and making friends online, and the creator economy has been a pivotal force in catalyzing these connections. People are meeting like-minded peers through fandoms around their favorite creators and streamers. Discord servers and Twitch chats are becoming digital third places.
Social media platforms themselves are also becoming more fertile ground for political organizing. Algorithmic feeds boost posts from people with similar opinions and interests onto users’ timelines. Platforms are also becoming more creator-friendly and embracing content monetization, which opens the medium to more industries and makes fundraising—the backbone of all political action—all that much easier.
The streaming effect
The creator economy encompasses a vast range of online content, from YouTube videos to TikToks to Substack newsletters. Still, politicians are especially drawn to livestreams as they look to bottle the creator economy lightning.
Livestreaming as a political tactic took off in the pandemic era. In-person rallies were off the table, but politicians could assemble hundreds of thousands of voters in the same live chat. Viewers who may have been barred from attending an event due to location, cost, or physical ability suddenly had the opportunity to participate.