Following Influencers to Vote? ... Those Who Gamble on Political Colors

US Democrats and Republicans Invite Influencers to Conventions
Targeting Young Voters Who Get Information via SNS
Influencers Aim to Exert Political Influence
But Risk of Unfollows Due to Negative Perceptions

With the upcoming U.S. presidential election this November, social media content creators, so-called 'influencers,' who attract voter attention are actively moving. Influencers are directly expressing their political views and exerting influence. As many young voters obtain information through SNS, the U.S. political sphere is putting effort into collaborating with influencers to capture the votes of young voters.

On the 19th (local time), an influencer was live streaming at the Democratic National Convention held in Chicago, USA. [Image source=AP Yonhap News]

According to U.S. CBS News and Business Insider, more than 200 influencers were active on-site at the Democratic National Convention held from the 19th to the 22nd (local time). This was the first case where influencers were allowed direct access to the speakers. Among them, five were even invited to take the stage as speakers alongside President Joe Biden and former Secretary of State Hillary Clinton.

Karen Allen, who has over one million followers on TikTok and Instagram, conducted a live broadcast at the convention and posted a photo with Michelle Obama, who was on the podium. Within five days of posting, the live broadcast received more than 24,000 likes on Instagram, and the photo with Mrs. Obama received over 26,000 likes. Other influencers posted content summarizing the convention or reporting from the scene in their own unique ways.

Not only the Democratic Party but also the Republican Party collaborated with influencers. About 70 influencers participated in the Republican National Convention held in July. According to a report by The Washington Post (WP) citing TikTok officials, from January last year to the end of April this year, posts supporting former President Trump on TikTok were about twice as many as those supporting President Biden. It appears that the Republican Party actively invited influencers to the convention to leverage this SNS atmosphere.

As the number of young American voters using SNS increases, the political influence of influencers is expanding. According to a survey conducted by the Pew Research Center in March, half of the 18-29 age group checked political news through SNS such as TikTok and Instagram. Most respondents said they checked more political issues on SNS than on news websites. Another poll showed that 70% of young people obtained election-related information from SNS that year.

On the 19th (local time), an influencer is filming at the Democratic National Convention held in Chicago, USA. [Image source=Reuters Yonhap News]

As the situation unfolds, more influencers are trying to exert direct influence. According to a survey by the influencer marketing company EasyA, more than 8 out of 10 influencer respondents said they plan to express their political views during this election period. A similar proportion said they plan to participate in political events and intend to support presidential campaigns.

YouTuber Brian Tyler Cohen, who was at the Democratic National Convention, told Le Monde in an interview, "The convention, which had been conducted in a rigid, old-fashioned way, broke the mold through influencers and attracted widespread public interest," evaluating that he was able to reach 6 to 7 million people who were previously uninterested in politics.

However, opinions are somewhat divided regarding influencers expressing political views. In the EasyA survey, among 2,000 SNS users, 35% took a neutral stance on influencers sharing political views, and 22% responded negatively. In another question, 56% of respondents said they had unfollowed someone due to political views.

Business Insider reported, "Influencers are weighing the risk of alienating followers against their political influence," adding that "(engaging in politics) can be risky for them." Consequently, in the EasyA survey, 62% of influencer respondents said they have plans to cope with backlash that may arise from revealing their political stance.