Gambiaj.com – As the 2024 U.S. presidential election draws closer, social media has become a pivotal arena for political campaigns, prompting Democrats to engage a new generation of influencers to sway online voters. This strategy highlights the evolving landscape of political communication and the growing importance of digital platforms in shaping public opinion.
One notable example is Awa Sanneh, a 23-year-old TikTok star known for her beauty tips. Sanneh, who boasts half a million followers, recently captured attention when she shared a video of her White House bathroom visit. Her followers were captivated by the opulent marble decor, reflecting the broad reach of social media influencers in contemporary politics.
Sanneh’s connection to the Democratic Party began after she posted a viral video about the fall of Roe v. Wade. Her online presence soon attracted the attention of Democratic Super PACs and the Biden administration, leading to invitations to White House briefings and State of the Union addresses.
Rob Flaherty, who previously managed digital strategy for the Biden White House and now works on Vice President Kamala Harris’s campaign, emphasized the significance of working with influencers. “The collective presence in this room has more viewership on Gen Z than all of traditional media combined,” Flaherty noted. The campaign provides influencers with talking points, resources, and graphics, though they do not directly pay them.
However, other Democratic organizations, such as Future Forward, the super PAC supporting Harris, are known to financially support influencers. Future Forward has hosted panels aimed at educating influencers on digital strategies and advocacy.
Sanneh, who recently collaborated with Protect Our Care, a progressive advocacy group, creates content highlighting issues such as Trump’s second-term agenda. Although she did not disclose her earnings, influencer rates typically range from $3,000 to $10,000 per video, depending on the creator’s following.
The Federal Election Commission has yet to implement disclosure requirements for influencers spreading political messages, a gap that has raised concerns about transparency. Sam Woolley, the incoming Chair of Disinformation Studies at the University of Pittsburgh, points out that while influencers can lend authenticity to campaigns, coordinated messaging across multiple influencers can signal organized efforts behind the scenes.
Looking ahead, Sanneh is set to attend the Democratic National Convention, where she and other influencers will have the opportunity to produce more content. “They just told us that if we wanted to put on our own show, they would give us all the resources to do that,” she said, reflecting her enthusiasm for the continued collaboration with the Democratic Party.
Sanneh’s experience underscores a broader trend of political campaigns leveraging social media influencers to connect with younger voters and amplify their messages in an increasingly digital age.
Source: cbsnews.com
