Political candidates are increasingly leaning on influencers to reach their target audiences as a more “organic” campaign strategy heading into the 2026 primary elections.
Several candidates have already been seen using influencers to help them expand their reach and audience in the areas that matter most. Digital strategists explained to the Washington Examiner that local influencers‘ content can reach voters where they are.
“I think it’s helpful if the candidate is able to do it authentically, it works the best if the creators are local rather than political,” one Democratic digital director told the Washington Examiner. “Political creators are fine, it’s just hard to know if it’s hitting your constituency.”
Texas state Rep. James Talarico clenched the Texas Democratic Senate nomination earlier this month, over the rising star Rep. Jasmine Crockett (D-TX), after spending almost $20 million on ads and working with influencers all over the state.
“Organic is the name of the game,” CEO of Girl and the Gov and Influencer Sammy Kanter echoed the thoughts of other strategists. “The content that sort of just comes together naturally is always going to, in my eyes, perform better, and also just feel more authentic, and, in turn, will be a net benefit for the candidate, the campaign, etc.”
“Something that’s local, something, you know, that connects the dots,” she said.
Talarico used a number of local influencers across the state, from Houston-based Democratic influencer Olivia Julianna and Austin-based Democratic influencer Jared Shult to Texas Tech track star and social media influencer Sam Hurley and El Paso food influencer Marisol Benitez.
Both Julianna and Shult, among other influencers, were seen at Talarico’s primary election night watch party, generating content before Talarico even clinched the nomination.
While traditional ad buys are still dominating politics as campaigns continue to pour millions into them, Kanter explained that it is beneficial for campaigns to create media that can be repurposed for different platforms.
“I think when you’re thinking about any type of media strategy, you have to think about how every piece of that puzzle can be used across one another,” Kanter said of mixing traditional and nontraditional media.
Political candidates have not been the only people to tap creators to boost engagement in the communities they look for the most.
At President Donald Trump’s White House, press secretary Karoline Leavitt has done separate briefings for podcasters and right-wing influencers, understanding their reach. And when the Trump administration decided to release more information on sex offender Jeffrey Epstein, 15 right-wing influencers were invited to the White House to receive binders, though some complained there were no updates.
The Trump administration, former Vice President Kamala Harris’s campaign, many governors’ offices, and members of Congress have also upped their usage of viral trends to get clicks and expand their reach in the last few years.
In 2024, Harris went on the popular “Call Her Daddy” podcast hosted by Alex Cooper and Trump joined Joe Rogan on “The Joe Rogan Experience,” bringing presidential candidates into the podcast sphere.
Since the 2024 election, Sen. Elizabeth Warren (D-MA) made a video with Tik Toker HENRYHENRYHENRYHENRYHENRYHENRY to talk through women’s rights, and Sen. Ed Markey (D-MA) made a video with Gen Z for a Change Deputy Executive Director Victoria Hammett to a trending audio.
According to a Pew Research survey, about 1 in 5 people say they regularly get news from influencers, with two-thirds answering it helps them understand current events better. The survey noted right-leaning news influencers tend to post more than left-leaning influencers.
As the midterm elections ramp up, it is clear that social media and content creators will play a large role, as these influencers lead the charge with trends, with political communications closely following behind.
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The Federal Trade Commission has a “Disclosures 101” guide for influencers about when and how to disclose. Violating these disclosure rules can lead to fines and legal action.
“If you endorse a product through social media, your endorsement message should make it obvious when you have a relationship (‘material connection’) with the brand,” the FTC wrote. A “material connection” to the brand includes a personal, family, or employment relationship or a financial relationship — such as the brand paying you or giving you free or discounted products or services.