The Democratic National Convention Committee (DNCC) announced that it will grant media credentials to 200 social media influencers for the upcoming convention in Chicago, which will take place from August 19 to 22. 

This marks the first time either major U.S. political party has officially included content creators in their convention press corps.

“Our convention will make history, so we’re giving creators front-row seats,” DNCC Senior Director of Communications Matt Hill said in a statement. “Democrats are reaching Americans where they are with the tools to tell their own stories.”

The initiative reflects a broader shift in political outreach strategies, targeting younger voters primarily consuming news through social media platforms. 

The DNCC plans to stream convention content in vertical video format on TikTok, Instagram, and YouTube, acknowledging that most cable TV viewers are typically over 55.

According to The Atlantic, 7 to 9 million more Gen Zers have become eligible to vote since the 2020 election, bringing the combined Gen Z and millennial electorate on par with the boomer and older population.

Credentialed creators will have access to all press areas and interview opportunities. DNCC’s Matt Hill clarified that the application process for creators mirrors that of traditional media, with no payment for coverage.

Some creators, like Juan Acosta and Elizabeth Houston, are funding their travel or leveraging existing sponsorships.

Brian Arya, a creator with 29,000 followers, reports that the DNCC grants influencers extensive access throughout the convention center.

Social Media is the New Battleground

The Republican party is also adapting to this trend. 

Former President Trump has recently participated in three social-first interviews, which journalist Mike Rothschild attributes to an effort to reach “new voters” disconnected from traditional news sources.

He recently expressed support for TikTok as the popular video-sharing app faces a potential U.S. ban. 

A voter turnout initiative backed by pro-Trump influencers, Send the Vote, was recently launched to mobilize young male voters for the 2024 election. Its outreach efforts feature popular YouTube personalities, the Nelk Boys, and various UFC fighters.

Concurrently, Vice President Kamala Harris’s campaign demonstrated early success in appealing to young voters.