Authenticity, parasociality, and relatability are traits that enable social media influencers to connect with young audiences and shape their political attitudes and behaviors. Research shows that when influencers share personal stories, express vulnerability, or appear similar in background and values to their followers, they become trusted voices. This trust helps explain why lifestyle creators and influencers can spark political conversations, even when their content isn’t primarily about politics.
In 2024, many lifestyle influencers posted opinions about the election. Some even offered demographic statistics on the polling outcomes or showed themselves submitting their mail-in ballots. For example, TikToker Halley McGookin, who mainly posts fashion and New York City-living content, posted a video in November 2024 expressing her views on the outcome of the 2024 election. Although McGookin never blatantly told her followers her political views beforehand, she assumed people would make inferences about her views based on her character.
“I was surprised that anyone was surprised that I was voting for Kamala Harris… What shocks me is how many women were genuinely so happy to see the downfall of Kamala Harris,” she said in the video, referring to comments on other videos on her TikTok account.
Young people are increasingly turning to influencers rather than traditional news media for information. On social media platforms like TikTok, influencers translate complex issues into engaging, digestible clips, making political issues feel personal and relatable. Their posts can boost political curiosity and internal efficacy, which is confidence in the ability to understand and participate in politics. The effects of this, however, aren’t always long-lasting. Some studies suggest that while influencers raise interest in political issues, this doesn’t always translate into actions like voting. Political social media influencers who clearly signal their stance on certain issues or parties can deepen engagement among politically active users, while general social media influencers tend to reach wider but less committed audiences. More experimental or longitudinal studies, like exit polls, could track how exposure to political influencers correlates with actual voting behavior.
Identity also plays a role in influence. In terms of gender, young women are more likely to mobilize political behavior based on social media influencers. Race also shapes how authenticity is perceived, particularly for Black influencers, who often navigate tension between advocacy and commercial partnerships.
Social media influencers can have a great impact on shaping the next generation of younger audiences. It is important to note that studies on this topic are limited, and continued research is vital to understanding online political discourse in the U.S. The definition and role of an “influencer” are not static – as media platforms evolve, so do the ways influencers shape political discourse. For instance, past studies on this topic typically focused on opinion leaders such as newscasters or celebrities that audiences resonated with, rather than a “regular” person on social media. Future studies should also explore whether emerging platforms (such as Bluesky or Threads) influence political participation differently.
The need for future studies also raises the need to reevaluate the influencer model. As political communication advances, are influencers still the main alternative to traditional media, or are new information channels emerging? Additionally, what happens over time? Do influencers retain their credibility as they age, or are they eventually replaced by new voices?
As social media influencers continue to dominate the digital media landscape, their role as opinion leaders blurs the line between entertainment and political communication. Understanding how authenticity, relatability, and parasocial connections translate into political influence is key to anticipating the future of civic engagement among young users. Research of current studies can help pave the way.