For the first time in its history, the Democratic National Convention has opened its doors to social media influencers and, with them, millions of online followers, as the party tries to reach young voters.
Organizers say the decision to grant press credentials to creators allows them to reach Americans at the event and beyond. The convention committee has accredited more than 200 influencers to attend in person, according to a spokesperson.
Brynn Anderson/AP
A source familiar with the programming said there will be special appearances from different influencers each night, including Deja Foxx, Nabela Noor, Carlos Eduardo Espina, Olivia Julianna and John Russell.
“Bringing creators to our convention will multiply our reach and ensure that everyone can witness democracy in action,” said Cayana Mackey-Nance, director of digital strategy for the Democratic National Convention Committee.
Kalen Allen, an internet personality with over a million followers on TikTok and Instagram, is one of the creators invited to join us this year.
“I personally think the strategy is absolutely brilliant,” Allen told CBS News.
“I’ve had a front-row seat to see these creators step up and mobilize in a way that I’ve never seen before,” he said. “I think what’s great about this is that we’re meeting young voters where they are.”
Since the festivities began Monday, Allen has been “reporting live from the DNC,” using her social media accounts to share photos — like this one with Michelle Obama following her highly regarded speech – and engage with his followers by asking questions like: “Questions about the DNC? Keep it nice.”
Allen stressed that he and his fellow influencers don’t just capture celebrity guests and performances; they also use their platforms to delve deeper into policy.
“The content creators that were selected are people who actually have platforms that are structured around politics, different political activations and conversations,” he said.
The social media influencer says all creators have been sent messages and details about the campaign so they can serve as catalysts for this information.
A spokesperson for the Democratic National Convention Committee said they are also providing creators with logistical support and “premier access” to the convention via a creator platform built directly on the convention floor.
“From the main stage to the Creator Platform, to the convention space and throughout Chicago, content creators will play a critical role in ensuring that more Americans than ever can engage with our convention and hear the story of the Harris-Walz ticket,” said spokesperson Emily Soong.
Samantha Thomas, a journalist and content creator for 10 years in Chicago, said she was encouraged to see the DNC extend its invitations to those outside the traditional media world.
“I’m glad that the DNC, the creators of Kamala (Harris) and also the creators of the DNC have recognized that social media is the way to go,” she said.
The Democrats’ strategy is not new. Even before the Chicago event, the party had begun to making hay with the creator communitysomething that the The right has capitalized for years.
The Republican National Convention gave access to 70 influencers, the Washington Post reported.
The decision to invite influencers to the DNC is part of continued efforts to build support among young voters ahead of the November elections.
Persuadable Voters, a Recent Study CBS News analysis revealedtend to be younger and are more likely to get their news from social media platforms like TikTok and Instagram.
According to a 2020 Tufts poll, 70% of young people got their information about that year’s election from social media.
Since replacing President Biden, Harris has already made notable gains among millennials and Gen Z. Many polls indicate that voters aged 18 to 29 are leaning toward the Democratic candidate.
The campaign also used a viral approach coconut tree meme And Charlie XCX’s Lime Green “Brat” Logo in order to attract young voters.
Any momentum the DNC’s social media influencers can add to the mix is good, Thomas said.
“We’re bringing a different voice,” she said. “It’s a change. It’s something new.”
