The rise of social media influencers has significantly disrupted the traditional media landscape, challenging conventional news outlets as primary sources of information especially among younger audiences. In the U.S., nearly 40% of users on platforms like YouTube and TikTok now turn to political influencers for news, highlighting their growing influence in shaping political discourse. This shift underscores the increasing hybridity between politics and media, as these influencers curate content that resonates with and mobilizes new audiences. This essay will explore the evolving role of social media influencers in politics, their impact on voter behavior, the challenges they pose to traditional journalism, and the broader implications for democracy in the digital age.
The Rise of the Political Influencer
The rise of political influencers on TikTok and YouTube is a multifaceted phenomenon driven by technological advancements, changing media consumption habits, and a growing distrust of traditional institutions. Social media platforms, with their user-friendly interfaces and algorithms designed to maximize engagement, have democratized content creation and distribution, allowing individuals to bypass traditional gatekeepers and reach mass audiences directly.
TikTok’s popularity surged in 2020, largely due to its distinctive algorithm that prioritizes engaging content for users, regardless of whether they follow the account3. This approach differed significantly from older platforms, which typically reinforced social connections. Users flocked to the app, along with creators who found it easier to grow an audience and achieve rapid success by aligning with the algorithm’s preferences3.
These platforms offer a unique blend of entertainment, information, and community, making them particularly appealing to younger generations who have grown up immersed in digital culture. Political influencers have capitalized on this trend by creating content that is both informative and engaging, often using humor, storytelling, and visual elements to break down complex issues and connect with their audiences on a personal level.
The 2024 US presidential election showed the growing importance of social media influencers in electoral politics1. Both Donald Trump and Kamala Harris courted various online personalities1. Trump appeared alongside Kick streamer Adin Ross and YouTuber Logan Paul while Democrat campaigners invited 200 influencers to the Democratic National Convention in August1. These were obvious strategies given influencers are now a regular source of news for 1-in-5 Americans and more than a third of under 30s1.
Political influencers broadly conform to three sometimes overlapping styles1: professional political influencers, politically affiliated influencers, and amateur influencers. Professional political influencers engage full-time seriously and specifically with politics, primarily through podcasts and YouTube1. Political affiliated influencers are professionals with a broader field of interest, such as comedy, who also engage with politics1. Amateur influencers usually have smaller audiences and primarily influence part-time or in informal settings1.
Despite their growing audiences, it is unlikely that political influencers will replace traditional media in online spaces1. Instead, they are key aspects of what researchers call the ‘Hybrid Media System’1. In this system, politics, old media and new media are increasingly interdependent, each informing how the others function1. A recent TikTok from Peter Dutton featuring him reacting to remixed television coverage of Anthony Albanese is a good example1. The Daily Mail reporting on a TikTok featuring Leach critiquing Albanese is another1.
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The Algorithms of Influence: How Platforms Shape Political Discourse
The algorithms that govern TikTok and YouTube play a crucial role in shaping the political discourse on these platforms. These algorithms, designed to maximize user engagement, often prioritize content that is sensational, emotionally charged, or aligned with a user’s existing beliefs, creating echo chambers and filter bubbles that can reinforce polarization and extremism.
On TikTok, the “For You” page (FYP) algorithm curates a personalized stream of videos based on a user’s viewing history, likes, shares, and comments. While this algorithm can expose users to a diverse range of content, it can also trap them in echo chambers by repeatedly showing them videos that confirm their existing biases.
Similarly, YouTube’s recommendation algorithm suggests videos to users based on their viewing history and the popularity of certain channels. This algorithm can lead users down rabbit holes of increasingly extreme content, as it prioritizes videos that are likely to keep them engaged, regardless of their accuracy or objectivity.
In a nation where up to 40% of users on platforms like YouTube and TikTok get their news from influencers, they’re likely to play an increasing role in curating politics for new audiences1.
The single largest share of creator accounts is those with 50,000 to 499,999 followers. This group makes up 42% of the creator accounts Americans follow5.
TikTok creators with different follower counts tend to have very different posting habits5. Creators with more followers tend to post more content, post more regularly, produce longer posts, and talk more in their videos5.
The Impact on Voter Behavior and Political Awareness
The rise of political influencers on TikTok and YouTube has significant implications for voter behavior and political awareness, particularly among younger demographics. These platforms have become primary sources of news and information for many young people, shaping their perceptions of political issues and candidates.
News influencers on TikTok were categorized by whether they identify with a political party or ideology or expressed support for the Democratic or Republican2. Among posts by TikTok news influencers that addressed current events and civic issues, 52% were focused on U.S. government, politics or elections2. Other common topics were social issues (including racial issues), international issues, crime, and technology (such as cryptocurrencies)2.
The engagement on TikTok is better than Facebook, Instagram, Twitter, etc., averaging 2.65%4. Nano-influencers with up to 10,000 followers recorded an average engagement rate of 11.97%, while influencers with 10,000-50,000 followers have an ER of 10.21%4.
Political influencers can mobilize their followers to participate in political campaigns, donate to candidates, and vote in elections. They can also shape public opinion on key issues by providing commentary, analysis, and personal testimonials.
However, the reliance on social media for news and information also carries risks. The spread of misinformation, disinformation, and propaganda on these platforms can distort public perceptions and undermine trust in legitimate news sources. The echo chamber effect can reinforce polarization and make it more difficult for people to engage in constructive dialogue across ideological divides.
There are numerous claims of censorship of political content on digital platforms and concerns about the manipulation of political content. These risks have been the subjects of discussion among professionals and amateur users on these platforms.
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The Erosion of Traditional Journalism and the Rise of Citizen Journalism
The rise of political influencers on TikTok and YouTube has contributed to the erosion of traditional journalism and the rise of citizen journalism. As traditional news outlets struggle to compete with the speed, accessibility, and engagement of social media, they have lost audience share and revenue, leading to layoffs and cutbacks in news coverage.
At the same time, social media platforms have empowered ordinary citizens to become journalists, sharing their perspectives, reporting on local events, and holding public officials accountable. Citizen journalism can provide valuable insights and perspectives that are often missing from mainstream media.
However, citizen journalism also carries risks. Citizen journalists often lack the training, resources, and editorial oversight of professional journalists, making them more susceptible to errors, biases, and manipulation. The proliferation of fake news and misinformation on social media has further blurred the lines between credible journalism and propaganda, making it more difficult for consumers to distinguish between reliable and unreliable sources.
This shift has opened a space for politically active people and influencers to leverage these platforms in several ways. Influencers are able to have their views and perspective heard. However, traditional journalistic avenues are being further challenged by these developments.
The Challenges of Regulation and Content Moderation
The rise of political influencers on TikTok and YouTube poses significant challenges for regulation and content moderation. While governments and platforms have a responsibility to protect free speech and promote informed public discourse, they also have a duty to prevent the spread of harmful content, such as hate speech, incitement to violence, and election interference.
Content moderation on social media platforms is a complex and controversial issue. Algorithms can automatically detect and remove certain types of harmful content, but they are often imperfect and can make mistakes. Human moderators can review content and make decisions on a case-by-case basis, but they are often overwhelmed by the sheer volume of content and can be subject to political pressure.
The debate over content moderation often pits free speech advocates against those who argue for greater regulation to protect vulnerable groups and prevent the spread of harmful content. Finding the right balance between these competing interests is a difficult task that requires careful consideration of legal, ethical, and technological factors.
There are growing concerns about censorship of political content on digital platforms, as well as the manipulation of political content. These risks have been the subjects of discussion among professionals and amateur users on these platforms. As of early 2025, there is no broad consensus on how to best address this moving forward.
The Implications for Democracy and Civic Engagement
The rise of political influencers on TikTok and YouTube has profound implications for democracy and civic engagement. These platforms have the potential to democratize political discourse, empower marginalized voices, and mobilize citizens to participate in political campaigns and social movements.
However, these platforms also pose risks to democracy, including the spread of misinformation, the reinforcement of polarization, and the erosion of trust in institutions. The algorithms that govern these platforms can amplify extreme voices, create echo chambers, and manipulate public opinion, undermining the foundations of informed self-governance.
Preserving democracy in the digital age requires a concerted effort by policymakers, platforms, educators, and citizens to promote media literacy, critical thinking, and constructive dialogue. Policymakers should enact regulations that promote transparency and accountability on social media platforms, while protecting free speech and innovation. Platforms should invest in content moderation systems that are fair, effective, and responsive to community feedback. Educators should teach students how to critically evaluate online information and engage in respectful dialogue across ideological divides.
The growing role of political influencers in the modern media landscape demands that viewers also take more responsibility. Consumers should take responsibility by verifying any political claims found online and engaging with new sources from multiple perspectives. Taking greater individual responsibility for learning about the topics at hand helps address some of the risks these sources may pose.
Moreover, the influence of these sources goes beyond simply informing people. Political influencers also play a significant role in affecting public opinion. Therefore, consumers should be aware of the potential risks and challenges present in this rising medium.
Looking Ahead: The Future of Political Communication
The future of political communication is likely to be shaped by the continued evolution of social media and the rise of new technologies. As virtual reality, augmented reality, and artificial intelligence become more sophisticated, they will create new opportunities for political influencers to engage with their audiences and shape public opinion.
The line between the real and the virtual will continue to blur, creating new challenges for regulators and policymakers. Ensuring that political communication remains transparent, fair, and accurate will require ongoing vigilance and adaptation.
The rise of political influencers on TikTok and YouTube represents a profound shift in the way we consume news and engage in political discourse. While these platforms offer unprecedented opportunities for democratization and civic engagement, they also pose significant risks to democracy and social cohesion. Navigating this complex landscape requires a concerted effort by all stakeholders to promote media literacy, critical thinking, and constructive dialogue. By embracing these values, we can harness the power of social media to strengthen democracy and build a more informed and engaged citizenry.15
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In conclusion, as technology continues to evolve, political communication will likely become even more personalized, interactive, and immersive. Staying informed, engaged, and critical will be essential for navigating the ever-changing media landscape and preserving the foundations of democracy.
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