The Impact of Social Media: How Influencers Engage with the 2024 U.S. Elections

Influencers wield significant power as they shape public opinion, spark discussions, and often influence how people perceive certain issues. In the context of the 2024 U.S. elections, this power is magnified through the art of storytelling. By connecting with audiences on a personal level, simplifying complex issues, and portraying candidates as either heroes or villains, influencers can drive engagement and sway voting behavior.

Different Categories of Influencers

Social media influencers can be categorized into five main groups as follows:

1. General Influencers Supporting Specific Candidates (Non-Political Content):
Most of these influencers play a role in spreading the message to a broader and more diverse audience. Their stories are often picked up by the media because they are successful social media influencers. These influencers primarily focus on non-political content but have leveraged their platforms to support specific candidates. The significance of non-political influencers lies in their ability to highlight the human side of candidates, making them appear more relatable to the general public.

• a. These influencers include video game players, YouTube channel hosts, celebrities, and successful entrepreneurs. They use strategies like emotional appeal and personal connection as their main goals. Influencers exploit emotions such as anger, fear, or hope, making political support seem natural rather than political. For instance, Donald Trump’s appearance on Logan Paul’s YouTube channel “IMPAULSIVE,” which has over 4 million subscribers, aimed to make Trump appear more relatable to millennials and “Generation Z.” Similarly, Adin Ross collaborated with Trump, including a “Trump dance,” making Trump seem more approachable and connected to young voters. The interview garnered 2.4 million views on YouTube within two weeks and 100 million views across social media, according to Trump’s tweet on the X platform.

Another example is the FULL SEND Podcast Clips channel, hosted by the “Nelk Boys,” which has 517,000 subscribers. This entertainment channel interviews celebrities and endorses Trump. Their interview with Trump last year was divided into short clips, with one clip about their experience playing golf with Trump receiving 14 million views.

b. Celebrities also play a significant role as role models in spreading candidates’ messages. Mindy Kaling, who supports Kamala Harris in the 2024 elections, is one such celebrity. Kaling, who has 6.2 million followers on Instagram and over 11 million on X, is a well-known figure in the entertainment industry. She supports Kamala Harris by focusing on Harris’ Indian roots. In 2019, Kaling conducted an interview with Harris while preparing Indian food. The video was successful, garnering 184,000 likes on TikTok for just a part of it, and on YouTube, the video reached 6.4 million views and continues to gain views.

c. Another influencer is Megan Thee Stallion, an African-American rapper who performed for Kamala Harris in Atlanta. She has over 15 million followers on TikTok, 30 million on Instagram, and 7 million on X. Megan supports Kamala Harris and advocates for the “Black Lives Matter” movement.

d. On the other hand, the Hodge twins, who support Donald Trump, are another example. With over 2 million followers on TikTok, they use humor and satire to discuss political issues. Their main strategy is engaging entertainment, using humor as an entry point to discuss serious political topics. They often pose direct questions to their audience about current events, creating a space where followers feel comfortable expressing their opinions.

e. Elon Musk is the most significant influencer in this category. Musk, who has 150 million followers on the X platform (formerly Twitter), is an extremely influential figure, primarily known for his work in technology and business through companies like Tesla and SpaceX. However, he has used his platform to express his political views. Musk shares his political opinions in a way that often provokes controversy and debate. His approach is direct and often provocative, using his vast influence to shape public discourse on political issues.

2. Political and News Influencers:
These influencers are deeply involved in political discussions, providing analysis, commentary, and news. Their audience is often more politically engaged, and the content they produce focuses on analyzing events and political strategies.

a. This type of influencer simplifies complex issues to attract as broad an audience as possible. For example, Dylan, known as dylan.page@, is a news reporter who simplifies the news and presents it in an engaging manner. Dylan is extremely popular on TikTok, with 12 million followers, and his popularity has earned him invitations to attend NATO meetings as an influencer. Although Dylan tries not to show support for any candidate, his content often criticizes the Biden administration while positively highlighting Trump.

b. Chris Hedges, a journalist and author with 900,000 followers on Facebook, supports both Jill Stein and Cornel West by simplifying their platforms into clear, opposing messages. Hedges describes Jill Stein’s platform, which focuses on social and environmental justice, as a stand against institutional corruption and the two-party system, making it easy for his audience to understand and support her policies. He also supports Cornel West, portraying his candidacy as the only real challenge to what he describes as the corruption of the American political system.

c. Portraying political figures as heroes or villains is also a prominent feature among political and news influencers. Ali Abunimah, who has 225,000 followers on X and is the co-founder of “The Electronic Intifada,” depicts Jill Stein as a hero in the fight for Palestinian rights and environmental justice, while portraying the Democratic and Republican parties as villains perpetuating injustice. Similarly, Killer Mike, who has 2.6 million followers on Instagram, portrays Cornel West as a hero of the working class, fighting against institutional interests and corrupt politicians who have betrayed the American people. This narrative creates an emotional and compelling story that resonates with followers who see these issues as central to their political identity.

d. Creating a sense of urgency is another strategy influencers use to motivate their audience to take immediate action. Marianne Williamson, who has 335,000 followers on Instagram, while personally aligning with Cornel West’s ethics and integrity, chose to attend the Democratic National Convention to support a candidate she believes can realistically defeat Trump. Although she agrees with West’s values, she recognizes that neither he nor any other independent candidate has a real chance of defeating Trump in the election, and this is the message she consistently spreads.

e. Kristen, known as Yourfavoriteguy, with 3.2 million followers on TikTok and 135,000 followers on Instagram, is a strong advocate for Palestine. His videos have received over 111 million likes, and he is very popular among high school students. He supports Cornel West and advises his followers to vote for him or Jill Stein. From his perspective, even if they don’t win, voting for them could push the larger parties to adopt some of their policies. He always asks his audience to support Palestine and support him in continuing to produce content about it.

f. Repeating key messages is also crucial among political and news influencers. Brittany Packnett Cunningham, who has 778,000 followers on Instagram, often shares information and news about the Democratic Party and frequently posts quotes about Kamala Harris. She also shares personal stories, such as Kamala Harris calling her to inquire about her son and family. These stories help portray Kamala Harris as close to ordinary Black Americans, making her seem more relatable and encouraging her followers to support her.

g. Another example is Hamza, a Palestinian-American with over a million followers on Instagram, who has been banned twice on TikTok due to his Palestinian content. Hamza supports the Green Party and advocates voting for Jill Stein. Hamza often goes live on TikTok regularly to talk with Israeli citizens about Palestine and listen to their views, which has gained him significant popularity.

3. Influencers Who Engage Their Audience About Elections:
These influencers actively engage with their followers, often through polls, Q&A sessions, and direct questions about voting intentions. Influencers use psychological strategies to frame the discussion by presenting only certain options, such as focusing on the binary choice between Republicans and Democrats. This is considered by some as a form of guidance, pushing their audience to overlook other candidates like Green Party or independent candidates.

a. Focusing on the two main parties seems logical as they dominate the political landscape, and third-party candidates are often not listed in all states. However, advocating for the recognition of other candidates could pave the way for new parties to gain ground and support in future elections. Some examples include @langstone680, who has 26,000 followers on TikTok and roams markets to randomly ask people if they support Trump or Kamala for the presidency.

b. These videos can influence public perceptions, especially when the influencer tries to show that a large number of individuals support the candidate they prefer, making people feel like everyone supports that candidate. Another example is Don Lemon, who has 230,000 subscribers on YouTube and 1.5 million followers on X, who filmed numerous videos asking people about Trump or Kamala, with most people in his videos supporting Trump.

4. Influencers Specializing in Specific Issues: These influencers focus on particular social or political issues and use their platforms to advocate for them, often impacting the broader political landscape. Some of these influencers have over a million followers, while others have fewer, but their videos can still reach and exceed 200,000 views. The significance of these influencers lies in their ability to capture attention, spark controversial discussions, and persistently persuade the public of their viewpoints in every possible way. Often, they succeed in convincing their audiences. Their influence is substantial due to the issues they discuss, which can be illustrated as follows:

a. These influencers employ various strategies, with one of the most important being the selection of specific issues and focusing on them by simplifying them for the audience. For instance, influencers like Simone Sanders, who has 350,000 followers on X (formerly Twitter), simplifies Kamala Harris’s policies into a narrative about the struggle for social justice and equality, making her campaign more accessible and relatable to the general public. On the other hand, Ben Shapiro, with 4.9 million followers on X, translates complex political issues into straightforward arguments favoring Trump, presenting them in a manner that resonates with conservative values and concerns. This technique of simplification is crucial in a fast-paced media environment, where attention spans are short, and messages need to be clear and impactful.

b. Another strategy is personal connection. For example, Amanda Seales, who has 2 million followers on Instagram, frequently discusses her experiences as a Black woman and how Kamala Harris’s path aligns with hers. Despite Harris’s Indian heritage, Seales connects with her audience through a shared racial identity lens, portraying Harris as an inspiring and relatable figure for women in general and minorities in particular. Similarly, Candace Owens, with 3.2 million followers on X, often shares how Trump’s policies have positively impacted her community, especially in terms of economic growth and deregulation, making it a personal issue and a key factor in his re-election. Conversely, Andrew Tate, who has over 9 million followers on X, believes Trump has become more connected to the “deep state” due to his softer stance on some issues compared to 2016, yet Tate continues to support Trump.

c. Miko Beled, who has 40,000 followers on Instagram, creates a sense of urgency around Jill Stein’s platform by highlighting the immediate need for environmental action and social justice. By emphasizing the urgent nature of these issues, Beled motivates his followers to support a candidate untainted by institutional interests. This sense of urgency is vital in driving action and engagement, especially in issues that may be overlooked in broader political discourse.

d. Rejecting opposing messages is another strategy used by influencers like Kinsey Jacobsen, known as @youkenziene on TikTok, who plays a role in rejecting opinions about not voting in elections. She opposes Trump and justifies her support for Kamala Harris by defending women and their rights to abortion. Kinsey has 423,000 followers, but her video discussing the importance of voting against Trump has received over 190,000 likes.

e. Influencers often portray political figures as heroes or villains, creating a powerful narrative that stimulates emotional engagement and loyalty towards the candidates. For instance, Charlamagne Tha God, who has 4.6 million followers on Instagram, depicts Kamala Harris as a hero standing against systemic racism, while those opposing her progressive policies are portrayed as villains trying to maintain the status quo. Meanwhile, Tucker Carlson, with 8.6 million followers on X, similarly depicts Trump as a hero fighting against a corrupt establishment, portraying Democrats and leftist figures as villains seeking to undermine his agenda. This strategy not only reinforces the influencer’s narrative but also creates a clear division that makes it easier for followers to understand and rally around. It generates a sense of fear for the candidate and fear for the country if the opposing candidate wins the election.

For example, Isobel (@dumbbirchtree), who has 319,000 followers on TikTok, regularly posts politically charged content against the Democratic Party, portraying Joe Biden and Kamala Harris as villains supporting genocide. Meanwhile, smaller influencers like Jordan (@jirdanthegrey), who has 436,000 followers, take a stand against Trump due to Project 2025, which they criticize heavily.

f. Repetition of core messages or propaganda is an age-old strategy that helps reinforce the influencer’s narrative, ensuring that their audience absorbs and encounters the story repeatedly. Joy Reid, with 2.1 million followers on X, continuously repeats themes of social justice for African Americans and equality in her support for Harris, making these narratives a central part of her media presence. Meanwhile, Dan Bongino, who has 3.5 million followers on X, persistently promotes the narrative of Trump as a hero fighting against a fraudulent system, using repetition to reinforce this message among his followers. This technique of repetition ensures that the influencer’s message remains in the minds of their audience, especially during critical moments such as elections.

5. Influencers Advocating Non-Voting: These influencers express doubts about the electoral process and often call for abstention from voting, focusing on political disillusionment. Influencers like @wesickandtired with 248,000 followers and @ojitos_verde_ with 40,000 followers on TikTok post videos stating that they will not vote for anyone because they believe candidates do nothing beneficial for their generation and because they dislike both Kamala Harris and Donald Trump. They employ several strategies, including:

a. Challenging the status quo: This involves questioning the validity and effectiveness of the electoral process. Most of these influencers reject voting for the lesser evil, feeling a moral obligation not to vote for Kamala due to the genocide in Gaza or for Trump because he is a convicted criminal. They also do not want to waste their votes on Jill Stein, as she is not on the ballot in all states and has a controversial history of supporting Bashar al-Assad in Syria. They lean towards Cornel West but doubt his ability to function effectively for four years due to his age and believe his chances of winning are slim. Others argue that neither party focuses on the real needs of the American people regarding families, health insurance, and housing.

b. Provocative content: These influencers often use critical discourse and provocative content to encourage their followers to think critically about whether voting is the best way to effect change. Their goal is frequently to persuade their audience not to vote. Most of these influencers are small, with fewer than 10,000 followers, such as @marquismcgibra with around 5,000 followers and @treasuretrapgoddess with 4,000 followers on TikTok.

c. Constant emphasis on the limitations of the current political system and the importance of grassroots activism: These influencers encourage their followers to think critically about the effectiveness of voting as a tool for change. This repetition helps reinforce their message despite their smaller followings, as the echo resulting from their views affects the electoral landscape and ensures their audience remains engaged in alternative forms of political activism.

In summary, influencers have become powerful actors in shaping political discourse and voter behavior. Their ability to connect with audiences, simplify complex issues, and create compelling narratives through storytelling has a significant impact on the political landscape.

Regarding the American electoral scene, it appears that Trump-supporting influencers focus on direct strategies and clear messages, while Kamala Harris supporters face challenges, including defending her in the context of complex issues such as the Gaza conflict and the “non-voting” movement. On the other hand, some influencers who previously supported the Democrats and voted for Biden are now turning to support Stein or West, aligning more closely with their ethical compass; this may result in fewer votes for the Democratic Party in the upcoming elections.