Congresses include social media creators for the first time
The Democratic Party Convention said it wanted to create a “level playing field” between creatives and traditional media.
Democratic vice presidential candidate and Minnesota Governor Tim Walz appeared on the popular social media account “SubwayTakes” on Monday, marking the latest moment in the social media battle that will determine the 2024 presidential election.
In the video, Walz talks about the value of well-maintained gutters, local hardware stores and the Minnesota delicacy, the Juicy Lucy-style hamburger.
On the account, host Kareem Rahma interviews people and asks for “hot insights” into subways, especially in New York City. The account has over 484,000 followers on Tik Tok.
Walz’s appearance came on the heels of a Democratic National Convention that offered unprecedented access to social media creators, a sign of the growing reach and importance of social media for younger voters.
“These trusted digital messengers can share messages about the campaign that are unique, that fit them, that resonate with their lives, and that are tailored specifically to the communities they have curated online,” reproductive rights activist and social media influencer Deja Foxx told USA TODAY at the convention.
With his appearance on “SubwayTakes,” Walz aims to reinforce the image of the “Father of the American Midwest” that the Minnesota governor has cultivated since becoming the candidacy’s chairman.
Non-partisan social media blitz
The Harris-Walz ticket is not the only one that is targeting younger voters through influencers.
In June, former President and Republican candidate Donald Trump was a guest on the IMPAULSIVE podcast, hosted by influencer and WWE wrestler Jake Paul. In July, Trump appeared as part of a “Break 50” video on LIV golfer Bryson DeChambeau’s YouTube channel.
Earlier this month, Trump gave a 22-minute interview to far-right streamer Adin Ross that aired on the gaming and livestreaming platform Kick. During the stream, Ross gifted Trump a Rolex watch and a Tesla Cybertruck, potentially violating Federal Election Commission rules on campaign donations.
The strategy of foregoing traditional ad buying in favor of “earned” media exposure was a hallmark of Trump’s 2016 election victory. According to The Street, he used nearly $5 billion worth of media exposure in the general election to defeat Hillary Clinton.
Contributors: Jonathan Limehouse
