The Democratic National Convention (DNC) announced a decision to grant press credentials to social media influencers for the first time in its history, Courthouse News Service reports. This move, which was revealed in a social media video on Friday, aims to adapt to changing media consumption habits among Americans.

Emily Soong, Press Secretary for the DNC Committee, states the committee hopes to engage with “hundreds” of online content creators, including local voices from Chicago, where the convention will be held in mid-August. The initiative extends beyond political commentators, with plans to partner with organizations to support creator work during the convention week.

Professor Jon Marshall from the Medill Journalism School views this as a strategic move in a fragmented media landscape, particularly targeting younger voters who primarily obtain information from social media. He notes that presidents have historically leveraged the latest technology to promote their image, citing examples such as Abraham Lincoln’s use of photography and John F. Kennedy’s focus on television appearances.

The decision comes as recent polls indicate challenges for President Biden among young voters. A University of Chicago survey reveals that only 30% of 18-29-year-olds hold a favorable view of Biden, with 47% disapproving of his performance. The figures are similar when including voters aged 30-44.

June Sternbach, a political social media figure with 139,000 followers on X, suggests the move could be seen as “an act of desperation” by a skeptical younger generation. She also notes the potential reach of larger accounts with millions of followers.

The DNC press office did not comment on how this initiative aligns with the Biden administration’s support for a national TikTok ban, nor did they specify the number of influencer press passes available.