Social media has revolutionised political communication. Once dominated by traditional media, political messaging now increasingly relies on influencers. These digital personalities use platforms like TikTok and Instagram to influence opinions and sway elections, reaching a vast audience with just a click.
Campaign strategists are increasingly turning to influencers for sponsored content, grassroots mobilisation, and endorsements, a trend expected to grow with numerous elections in 2024. However, understanding the effective use of influencers in political campaigns is crucial. Below are essential guidelines to follow.
The impact of influencers
Social media Influencers hold more political power than ever before. Just look at what Taylor Swift was able to accomplish with one Instagram post on National Voter Day in the U.S.—35,000 new voters, leading to a 25 percent increase from the same day the year before and a 115 percent rise in 18-year-old voter registration.
Conversely, influencers can spread misinformation and propaganda, potentially undermining democracy. They have disseminated false information about COVID-19 and the 2020 US election. In Russia, pro-war influencers on Telegram, a popular app, promote war narratives and defend President Putin, attracting millions of followers.
Best practices for working with influencers
As a campaigner, you’d work with an influencer for grassroots organising, endorsements, and targeting specific demographics or groups of people. For instance, campaigns may collaborate with influencers popular among youth. This approach was exemplified when the European Commission partnered with social media stars to boost participation in the 2019 European Parliament elections. Using #ThisTimeImVoting, influencers shared personal voting stories, successfully increasing youth voter turnout.
Looking towards the 2024 European elections, a broader digital strategy, particularly targeting Gen Z through social media, is anticipated. Here are a few steps to take to make sure your political messaging is effective if you’re outsourcing to an influencer:
- Choose the right influencers. They should align with your values, resonate with your audience, and have a significant following. Ensure they have a reliable reputation and share accurate information. Poorly chosen influencer collaborations can lead to crisis management nightmares.
- Set clear expectations. Specify the content types, distribution channels, and metrics for evaluating their impact.
- Encourage creative freedom. Allow influencers to create authentic, engaging content that resonates with their audience or it won’t come across as authentic.
- Be open and honest. Maintain transparency in your collaborations with influencers. Being open about these partnerships can demonstrate your progressive approach.
- Monitor influencer activities. It’s critical to keep an eye on influencer activity to make sure your objectives are being met and that the content they are producing is factual.
Pro tip: use influencers to counter misinformation about political issues. Have them share accurate information and debunk myths and lies so you don’t have to.
The PR specialist’s perspective
Implementing these strategies enables you to successfully delegate your political messaging to influencers and ensure they effectively engage your target audience. Drawing on my experience as a PR specialist, I’ve worked with various micro-influencers to promote events, facilitate discussions, and pilot test campaigns on social media platforms. Success hinges on thoroughly understanding the influencer landscape, identifying those who discuss relevant topics, appeal to your audience, and can shape opinions effectively.
Interested in the power of influencers in the political sphere, or considering them for a complex campaign but concerned about potential risks? Don’t hesitate to get in touch or share your thoughts in the comments.
