The role of political influencers in modern elections has become a focal point for researchers and policymakers, as digital technology continues to reshape the interaction between campaigns and voters. The Center for Democracy & Technology (CDT) is conducting research to understand how policies applied to political influencers may impact democratic resilience. This effort includes defining what constitutes a political influencer and examining their influence on information integrity.
The significance of social media personalities in politics became evident during the 2020 U.S. elections when candidates like Michael Bloomberg and Donald Trump engaged with influencer marketing groups. By 2024, the creator economy had become integral to elections, with major political parties hosting influencers and spending significant amounts on influencer posts.
Despite their growing presence, there is no consensus on what defines a political influencer or their place within the realms of advertising, journalism, activism, and free speech online. CDT's research focuses on "opinion leaders," a subset of influencers who gain followers through social media rather than traditional celebrity channels.
The emergence of political influencers raises legal questions about regulated versus unregulated political speech. Existing commercial guidance from bodies like the Federal Trade Commission (FTC) offers some direction but lacks clarity regarding its application to political influencers. Election law also plays a role when financial transactions are involved in influencer partnerships, yet these often go undisclosed due to intermediary marketing agencies.
Lobbying regulations could serve as benchmarks for governing political influencers, especially after incidents such as the 2024 scandal involving American influencers allegedly paid by Russian operatives. Social media companies' policies further complicate matters with varying definitions and enforcement levels concerning political advertising.
As platforms provide monetization opportunities for influential accounts, studies show that audiences engage more with political content from influencers than non-political material. This engagement not only boosts revenue through platform-based monetization but also enhances metrics valuable for securing brand deals.