In an era where media fragmentation makes it increasingly challenging for campaigns to get voters’ attention, influencer marketing is emerging as a powerful tool for political communication. Why are political campaigns only now starting to use influencer marketing? What are the potential pitfalls? And how can campaigns effectively leverage influencers to win hearts, minds, and votes?
In the latest episode of The Political Marketing Podcast, I interview Ryan Davis and Nicole Dunger, from People First, which is the first political influencer marketing agency in the US, about the evolving landscape of political influence, the key strategies behind successful influencer campaigns, and how political actors can navigate challenges like credibility and vetting.
Ryan is a longtime Democratic digital strategist who got his start on Howard Dean’s 2004 web team. He went on to become the first Social Media Director at Blue State, where he worked on over fifty campaigns including Obama 2012. He has served as digital director for a dozen state and local campaigns and is the founder of People First, the first influencer marketing company in American politics.
Nicole Dunger is a digital engagement strategist whose work sits at the intersection of audience behaviour, social media, and public influence. Trained in demographic analysis and social listening, she works with campaigns, nonprofits, and brands to help them better understand and engage their audiences.
Whether you’re a campaign manager, political strategist, or simply interested in the future of political marketing, this episode will give you a comprehensive understanding of influencer marketing’s role in politics today.
Why Is Influencer Marketing Gaining Ground in Politics?
The political arena has long been dominated by traditional campaign tactics like broadcast ads, door-to-door canvassing, and direct & email marketing. However, with a marked decline in the effectiveness of these approaches due to media fragmentation and ad avoidance, campaigns are searching for fresh, authentic ways to connect with audiences. The adoption of influencer marketing in politics is accelerating because it offers a more social-platform-native, relatable mode of communication that people are less likely to skip.
Ryan believes that we are in a ‘coming of age’ moment for influencer marketing, similar to 2008 when social media marketing became a new frontier for campaigns. Campaigns are decentralising their message carriers towards creators and podcasters in recognition of the fact that voters are more receptive to authentic voices than scripted ads.
Shifting from Traditional to Cultural Influence
A major factor behind this shift is the importance of cultural spaces. Nicole emphasizes that partnering with real people who create content that already resonates from a cultural perspective allows campaigns to appear in algorithms that audiences follow. Nicole explains that influencer content feels more like peer-to-peer communication than an ad, the type of conversation that might happen on a doorstep, and that fosters greater trust and engagement.
Sometimes commentary relating to influencers can mistakenly conflate celebrity endorsement with creator strategy. Nicole notes that getting macro-influencers to endorse a candidate can ignite awareness on a broad scale, but it’s the tiers of influence below, with smaller but more dedicated followings, that are particularly effective at persuasion.
Building Effective Campaigns with Influencers: Strategies and Structure
The key to successful influencer campaigns lies in understanding who influences whom and how to build a strategic pyramid of creator partnerships.
Differentiating Between Political and Non-Political Influencers
Ryan points out that campaigns should think about the target audience and campaign goals. During primaries, working with political creators who speak to highly engaged voters makes sense. Conversely, in general elections, tapping into cultural influencers with broader reach helps persuade less engaged voters.
It’s about a mix of both, Ryan explains, depending on what you want to achieve and who you’re trying to persuade. The decision to work with political or non-political creators hinges on the campaign’s broader strategic objectives.
The Macro-Micro Influencer Pyramid
Nicole details the influencer hierarchy:
- Macro influences (500k–2M followers): Great for broad awareness, as seen with celebrities like Taylor Swift.
- Mid-tier (50k–500k followers): Drive consideration among specific target groups, creating nuanced content tailored to particular demographics.
- Micro-influencers (less than 50k followers): Drive persuasion within committed niche audiences, such as Star Wars fans or local community members. They often have a higher level of trust within their communities.
A balanced program typically involves one or two macro influencers, a handful of mid-tier creators, and a larger group of micro-influencers, creating a lasting conversation that permeates different layers of engagement.
The Power of Local and Geographic Targeting
Given the importance of geography in politics, creators with local followings can be more impactful than national celebrities for regional races. Ryan highlights how tools that analyze followers’ locations can inform campaign strategies: Utilizing algorithm dynamics, the right creator talking about local issues can reach voters in specific districts far more effectively. Paid amplification further boosts the relevance and reach of creator content in targeted areas.
Ensuring Credibility and Authenticity
Voters’ trust hinges on the perception that influencers are honest and genuine. As Nicole states, credibility is currency — if voters feel someone is just paid to say something, that message loses its impact. Transparency about partnerships is essential.
How to Maintain Trust
Ryan recommends that creators disclose sponsored content openly, aligning with proven research that transparency builds trust. Nicole adds that selecting the right messenger is critical: If a white woman in New York talks about local legislation in Georgia, the audience may question authenticity. Working with community insiders or creators who authentically understand local issues increases impact.
Balancing Messaging and Creativity
A common concern is whether influencer content can deliver clear political messages without sacrificing authenticity. Nicole explains that the most effective influencer campaigns lean into natural storytelling rather than rigid scripts: Overly scripted content isn’t received well; instead, give creators some guardrails and trust them to communicate in a way that resonates.
This approach mirrors traditional ground campaigns—personal, genuine interactions that foster trust and influence.
Vetting Creators and Managing Risks
In politics, vetting influencers is especially critical due to the potential repercussions of past statements or actions. Both Ryan and Nicole emphasize a balanced approach:
- Identify red flags related to offensive or harmful conduct.
- Assess alignment with campaign values and messaging.
- Acknowledge that some past behaviours may be acceptable depending on context, such as political realignment or personal background.
Ryan observes that it’s more about whether the creator can authentically speak on the issues, not necessarily about every past statement. Additionally, working with creators willing to disclose their endorsement decisions adds credibility.
Overcoming Credibility Barriers
Political creators often worry about alienating their audiences. Ryan advises gradual engagement: Start with issue-based content or soft endorsements, then progress toward explicit support once trust is established. This journey approach allows creators and audiences to build rapport naturally.
Campaigns in Action: From Local Races to Policy Advocacy
Influencer marketing isn’t limited to electoral campaigns; it’s highly effective in issue advocacy and policy influence. For example, Ryan mentions how TikTok creators helped push back against a US ban, emphasizing local economic impacts of the platform. Nicole points out tailored messages like Vote Like a Madre, which subtly promote voter turnout without direct candidate support.
The First Step for Campaigns New to Influencer Marketing
Starting small is key. Nicole suggests campaigns first identify their core goals and then build a tailored plan:
- For localised influence, engage with a few community-centric creators.
- For broad national campaigning, scale up with macro influencers and diverse micro-influencers.
Ryan emphasizes that managing influencer partnerships is resource-intensive: It’s a people business — there’s no ‘set it and forget it.’ Working with an experienced partner or internal team helps streamline vetting, content creation, and deployment.
Simultaneously, campaigns should aim to make participation as easy as possible for creators—providing content assets, event access, and clear instructions to enhance engagement.
Final Thoughts
Influencer marketing is no longer optional in modern political campaigns; it’s becoming a necessity for authentic, effective outreach. When thoughtfully implemented – combining transparency, strategic creator selection, and genuine storytelling – it can dramatically amplify a campaign’s message across diverse audiences and geographies.
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A very interesting and informative podcast. Clearly the political influencer has to thread their way through a minefield of sensitivities. But if they manage to, then they can be really effective.