The Democratic National Convention (DNC) credentialed over 200 social media influencers for its four-day event in Chicago, granting them VIP access and sparking tension with traditional journalists. 

This move marks the DNC’s first significant embrace of content creators from platforms like YouTube, TikTok, and Instagram to reach younger voters directly.

Per a Reuters report, influencers receive DNC assistance connecting with Democratic leaders and have access to a dedicated creator lounge and platform section on the convention floor.

The DNC cites media shifts as justification, with the Pew Research Center reporting that 83% of U.S. adults use YouTube, 68% use Facebook, 47% use Instagram, and 33% use TikTok as of 2023.

“We’re giving creators a front-row seat to history,” Matt Hill, Senior Director of Communications for the Convention, said in a statement.

This contrasts with reduced space for traditional media, as noted in a Pew study on journalism industry contraction.

Influencers vs. Journalists

Veteran journalists expressed frustration with the new arrangement. 

Jonathan D. Salant, Assistant Managing Editor of Politics at the Pittsburgh Post-Gazette, described the conditions as “the worst working conditions of the 20 conventions I have covered.”

Harris campaign digital strategist Rob Flaherty maintained that content creators are not replacing traditional media but acknowledged that “voters consume information from more places than ever.”

The differing mandates and processes of influencers and journalists are highlighted. While news organizations aim for neutrality with editorial oversight, content creators often have explicit partisan leanings. 

“I am heavily partisan,” said Josh Helfgott, an influencer with 5.5 million TikTok followers, who described himself as “the editor, writer, storyteller, and PR guy” for his content.

Daniel Kreiss, Professor of Political Communication at the University of North Carolina at Chapel Hill, suggested that influencers’ viral videos can help raise enthusiasm among less politically engaged voters and appeal to younger demographics.

The DNC’s strategy aligns with the Harris campaign’s recent efforts to leverage social media trends, including adopting viral aesthetics for official accounts.