The New Age of Politics: The Influencer Era
The Changing Landscape of Political News
We are currently experiencing a shift in the way political news is consumed, with traditional cable television news becoming increasingly outdated. The audiences of CNN, Fox, and MSNBC are not only dwindling but also aging. This has ushered in the influencer era in American politics.
Political Conventions and Influencers
This shift was evident during the recent Republican and Democratic conventions. Approximately 200 influencers were granted credentialed invitations to the Democratic National Convention, which included exclusive access to VIP parties and events, as well as the opportunity to meet some of the delegates involved in the selection process.
News Consumption Across Generations
News consumption habits can be predicted based on age. Older generations such as Boomers and Gen X primarily rely on cable news, while younger generations turn to social media, the internet, and podcasts for information. This is why significant campaign funds have been spent on TV ads in recent elections, as they were the most effective way to reach citizens with a higher likelihood of voting.
Changing Demographics and Campaign Strategies
However, this traditional model is becoming outdated. By 2024, millennials and Gen Z are expected to make up the majority of voters. These younger voters are not watching cable TV and are therefore not seeing the political ads that cost modern campaigns a significant portion of their budgets.
Republican Party's Outdated Model
The Republican Party has historically struggled to resonate with younger voters, which has contributed to their electoral disappointments in 2020 and 2022. Despite this, the party, along with Trump, continues to rely on an outdated model of airing TV ads. This strategy may energize their base but fails to reach younger voters.
The Rise of Political Independents
Political independents are the fastest-growing demographic in the country, largely consisting of millennials concentrated in the suburbs. They are the first generation to grow up with the internet, and their consumption habits reflect this.
Kamala Harris's Digital Strategy
Kamala Harris is making efforts to expand the Democratic coalition, primarily by reaching out to these independent voters. Her team has spent approximately $72 million on digital ad campaigns, compared to Trump's $16 million. For example, the DNC featured influencer Merrick Hanna, who has over 32 million TikTok followers/subscribers. In comparison, Fox News had 2.27 million primetime viewers for the entire month of August.
The Decline of Cable TV Ads
It's clear that cable TV ads are losing their effectiveness. Kamala Harris's lead in the polls can be attributed to her efforts to engage with new and undecided voters outside of her key voting bloc, while Trump continues to focus on his loyal base.
The Power of Influencers
While older generations may dismiss influencers due to their flamboyant behavior, their ability to reach large audiences of young people at a low cost cannot be denied. The political party that can effectively leverage social media will likely see a significant boost, much like John F. Kennedy did when he utilized television to his advantage during the 1960 presidential debate.
The Influence of Culture on Politics
It's often said that politics is downstream of culture, and culture is constantly evolving. The strategies that worked in the past may not be effective in this new age, and it's crucial for both parties to acknowledge this.
Bottom Line
Whether we like it or not, the influencer age is here to stay. What are your thoughts on this shift in political news consumption? How do you think this will impact future elections? Share this article with your friends and join the conversation. Remember, you can sign up for the Daily Briefing, which is available every day at 6pm.
