Biden’s campaign faces challenge retaining young social influencers
TL/DR –
Social media influencers who previously supported President Joe Biden are now expressing disappointment in his administration, due to what they perceive as a disconnect between what the government is doing and what the people want. Some influencers previously played a key role in Biden’s outreach to young voters and are considering whether to continue supporting him. Despite the backlash, Biden’s campaign plans to increase its efforts in working with social media influencers to connect with young audiences before the next election.
Ashley Renne’s Changing Stance on President Joe Biden
In September, Ashley Renne shared a video on Instagram, excitedly discussing her meeting with President Joe Biden and the Inflation Reduction Act. However, over a year later, her enthusiasm for Biden’s agenda is lessening, mirroring a trend among influencers previously vital to Biden’s outreach to young voters.
Indications of a ‘Big Disconnect’
Renne expressed a significant disconnect between government actions and public desires, encouraging her followers to explore third-party candidates ahead of the primaries. She recently showed support for Marianne Williamson, running against Biden in the Democratic presidential primary.
Working with the White House
Renne, like other social media influencers, collaborated with the White House to reach more voters and highlight Biden’s policy achievements. However, as the election nears, some influencers who once amplified Biden’s successes are unsure about continuing their association.
Influencer Impact on Young Voters
Renne, also a climate activist, warned of potential difficulties for Biden if he relies on influencers given the current national sentiment. Biden’s collaboration with social media influencers could be critical for securing support among young voters, especially as recent polls suggest their support is dwindling.
Interacting with Influencers During Biden’s Administration
Since Biden took office, his administration has engaged with social media influencers to an unprecedented degree. They’ve been briefed on issues such as the Ukraine-Russia conflict, involved in discussions on the importance of Covid-19 vaccination, and invited to witness Biden fulfilling campaign promises.
Frustrations Among Influencers
Not all influencers are satisfied. Some expressed frustration with Biden’s language describing violence in Gaza and his response to questions about Palestinian casualties during the conflict. Furthermore, the recent Israel-Hamas agreement brokered by the US, resulting in a pause in fighting and the release of hostages, is viewed as too little, too late by some influencers.
The Role of Social Media Influencers in Biden’s Campaign
A Biden senior campaign adviser revealed plans to scale up efforts working with social media influencers. The campaign aims to work with regional content creators who can shine a light on Biden’s regional actions and their local impacts.
The Influence of TikTok on News Consumption
New data from the Pew Research Center revealed TikTok as a primary news source for young Americans. Approximately a third of Americans aged 18 to 29 get their news from TikTok, a figure that has grown significantly from 3% in 2020 to 14% in 2023.
Voices of Support for Biden
Olivia Julianna, an influencer with 644,000 followers on TikTok, expressed firm support for Biden as the American Rescue Plan enabled her to attend college. In contrast, V Spehar, another influencer, plans to wait until after the primary elections before making videos about the presidential candidates, despite their support for Biden.
Biden’s Campaign Strategy
Claire Simon, the communications coordinator for Gen-Z for Change, emphasized that it’s not sufficient for Biden to meet young people on social media platforms. He must also align with them on policy issues for his strategy to be truly effective.
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