Influence on the Rise
In the digital era, the center of political energy has shifted away from newspapers, radio, and network television toward the screen time of online creators. As August approached with the presidential race in full view, the former president met with Adin Ross, a 23 year old streamer, at his Mar a Lago estate and even shared a playful moment. Ross built his audience by live streaming video games on a popular platform, a path that carries a controversial record, including insults aimed at marginalized groups, explicit moments on camera, and support for contentious figures. Yet his audience spans Instagram, TikTok, and YouTube, skewing young and predominantly male. Observers argue the move was deliberate, signaling a calculated effort to reach a demographic that consumes culture online.
For more than a century, presidential campaigns in the United States have sought the endorsement of pop culture figures to broaden reach. From Franklin D. Roosevelt’s ties with Humphrey Bogart and Rita Hayworth to Hillary Clinton forming connections with Barbara Streisand or Tom Hanks, influence has moved from cinema and music into the political arena. In the past decade, the rise of social networks and the creator economy has pushed that influence toward online personalities, a form of persuasion that campaign strategists monitor closely.
In the 2020 races, both Trump and Biden leaned on TikTokers, streamers, YouTubers, Instagram creators and others to mobilize the Gen Z vote. Since then, influencer marketing has expanded dramatically and become a standard channel for campaign messaging. The shift helps explain why Trump might dance or pose as a boxer on TikTok, a platform once viewed with heavy skepticism, and why Kamala Harris has embraced meme culture as part of political communication.
Influence on the Rise
Online creators have become a trusted source of information, especially for younger audiences. A Pew Research Center survey shows that up to 54 percent of U.S. adults get some political information through social media. On TikTok, the share among users aged 18 to 29 is very high, and a gender gap appears at the ballot box, with men leaning toward Trump and women leaning toward Harris.
These creators build real bonds with millions of followers, offering a sense of closeness and authenticity that strengthens their persuasive reach. A Matter study found that 69 percent of consumers trust influencer recommendations more than traditional ad campaigns. Barron Trump, at 18, is said to have encouraged his father to meet Adin Ross, illustrating how the influencer network can influence campaign decisions.
Crucial for the Young Vote
Young Americans have historically voted less than older groups, yet their role can swing swing states in tight races. In the last election, Biden carried voters under 30 by a wide margin, though the gap has fluctuated as younger voters question issues like digital privacy and foreign policy. The current administration leaned on Gen Z to promote vaccination and support for Ukraine, yet debates over Gaza and the prospect of a TikTok ban have unsettled some supporters. Polls show Biden with a lead, but margins remain unsettled and open to change.
The strategists for the party have read the moment. At the late August convention, five content creators joined the stage beside Harris, Biden, and Obama, while a larger team of about 200 creators was deployed to cover the gathering online, reaching millions of followers. The aim was to connect with voters on their terms, using the rhythms and humor of Internet culture to craft a modern outreach strategy. The Washington Post described this move as among the cleverest and most irreverent in contemporary political campaigning, signaling a shift in how young voters are engaged.
Gender Gap in the Zoomer Vote
Even so, Trump maintains strong support among white men, a demographic with outsized influence in several battleground states. The path back to the presidency would likely hinge on expanding that base, while Gen Z offers a new opening. To reach these audiences, Trump and his running mate have ventured into podcast culture with shows featuring Nelk Boys, Lex Fridman, Logan Paul, and Tucker Carlson. He has also appeared with Elon Musk and the online political commentator Tim Pool, a pairing that has drawn scrutiny from national security and election observers.
The Democratic camp appears to be strengthening its appeal to younger women. A Harvard Kennedy School Institute of Politics poll shows Harris and her running mate leading by substantial margins among 18-29 year olds, with a larger advantage among women. NBC News polling presents a narrower picture, highlighting how the race remains competitive across demographics. The ultimate verdict will be decided at the ballot box.