Vice President Kamala Harris’s rise to the top of the Democratic presidential ticket has sparked a surge of online enthusiasm, prompting the Democratic National Convention (DNC) to implement a groundbreaking approach to engaging with voters. The upcoming convention, set to take place in Chicago from August 19 to August 22, will see an unprecedented number of content creators given credentials, marking a historic first for a political convention.
The DNC has extended invitations to over 200 influencers, granting them access comparable to that of traditional media. These creators will receive badges allowing them entry to all press areas and will benefit from exclusive access to interviews and studio space. This move aims to harness the power of social media to reach younger voters who predominantly consume news through platforms like TikTok, Instagram, and YouTube.
Cayana Mackey-Nance, director of digital strategy for the Democratic National Convention Committee, expressed confidence in the initiative’s potential. “Bringing creators to our convention will multiply our reach and ensure that everyone can witness democracy in action,” Mackey-Nance said. “We’re confident that when the world turns to Chicago in August on their phones, tablets, or TVs, they’ll see exactly who Democrats are and the future that we’re fighting for.”
The decision to include a large number of content creators reflects the Democratic Party’s strategic shift towards digital engagement. By targeting younger voters who increasingly rely on social media for news, the DNC hopes to boost visibility and support for Harris’s candidacy. This approach is in line with the current trend of integrating social media strategies into political campaigns.
Quentin Jiles, a Houston-based TikTok creator with nearly 500,000 followers, noted the impact of Harris’s nomination on his decision to attend the convention. “The momentum invigorated me, just seeing the energy online, seeing the energy at the rallies,” Jiles said. “This is a moment in time, and I have the opportunity to be in the moment.”
The enthusiasm surrounding Harris has been palpable on social media. Following President Joe Biden’s withdrawal from the race, Harris quickly became a focal point for online supporters. Social media platforms saw a flood of content celebrating her candidacy, including memes, TikTok edits, and Instagram reels highlighting her potential as the first female president. The Harris campaign’s TikTok account has amassed over 3.5 million followers, while her personal account has gained 4.5 million since its launch in late July.
Recent polls indicate that Harris is resonating with younger voters. An Economist/YouGov poll conducted in early August showed Harris leading former President Donald Trump by 31 points among voters under 30. Additionally, a New York Times/Siena College poll of three battleground states gave Harris a 15-point lead over Trump.
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Antonio Arellano, spokesperson for the progressive youth voting organization NextGen America, compared the current excitement to the innovative digital strategies employed during Barack Obama’s 2008 campaign. “When Obama first ran, he was innovative, and his digital team tapped into YouTube and MySpace in a way that had never been done before,” Arellano said. “What we’re seeing with Vice President Harris is a modern and innovative approach to leverage platforms like TikTok, Instagram, and X.”
In a bid to enhance digital engagement, the DNC plans to present convention footage vertically across TikTok, Instagram, and YouTube—formats optimized for mobile viewing. This approach contrasts with the Republican National Committee’s strategy, which involved livestreaming convention events on the conservative-leaning video service Rumble.
The Republican National Committee (RNC) also recognized the importance of social media, offering credentials to about 100 creators at their convention and providing them with a creator suite, according to Brilyn Hollyhand, chair of the RNC’s Youth Advisory Council. Hollyhand acknowledged the effort but cautioned that social media enthusiasm might not always translate into electoral success. “The Harris team just started off with it on day one, so props to them for that. But still, what they’re experiencing right now isn’t a surge—it’s a honeymoon,” Hollyhand said.
The DNC’s effort to integrate influencers into their convention strategy is not only a reflection of changing media landscapes but also an attempt to directly engage with diverse audiences. For the first time, the convention will provide content creators with the tools and access to cover the event from unique perspectives, including interviews and behind-the-scenes content.
Several creators have shared their experiences with Yahoo News, detailing how the application process was straightforward and how they are covering their own expenses for travel and accommodation. Some creators, like Juan Acosta, have arranged to stay with friends in Chicago, while others, such as Elizabeth Houston, have leveraged sponsorships to cover their costs.
Houston, a lawyer with over 263,000 followers, has previously collaborated with organizations like the Congressional Black Caucus PAC and Watering Hole Media. She emphasized that her relationship with these sponsors is collaborative rather than prescriptive. “They pick us because they like what we do already,” Houston said.
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The DNC’s decision to include a wide range of creators, from political activists to lifestyle influencers, aims to maximize the convention’s reach. “It’s good that they have a range of people of all different kinds of experiences and different followings,” Houston noted. “People follow me because they want to hear about politics and law. For the folks who don’t want to necessarily hear about it all the time or don’t know they want to hear about, it’s good to catch them on these other platforms.”
Brian Arya, a creator with 29,000 followers, highlighted the opportunity the convention presents for content creators to explore new dimensions of political journalism. “The DNC is really giving this door that we can open ourselves to explore what this election season can hold for this country,” Arya said.
As the convention approaches, the DNC’s innovative approach to engaging with social media influencers reflects a broader trend in political campaigning. By embracing digital platforms and providing creators with unprecedented access, the Democratic Party aims to connect with younger voters and harness the power of social media to energize its base and shape the narrative leading up to the election.
