DNC Employs Cookies, Lounges, and Media Badges to Engage Social Media Influencers during the Chicago Conference
There's a selection of designs featuring figures such as Vice President Kamala Harris and Governor Tim Walz of Minnesota, but the most beloved baked treat is a lime green one, decorated with the phrase "To the window, to the Walz," which is a humorous take on the hit song "Get Low" by Lil Jon, who made a guest appearance at the Chicago event earlier this week.
In a creators' hangout area, digital influencers can enjoy refreshments, indulge in food, and utilize a dedicated workspace aimed at their presence at the DNC. Many creators, mimicking more mature broadcast outlets, have set up portable lighting systems to capture selfies and group shots for their social media platforms in the lounge.
For the first time at a Democratic convention, more than 200 influencers have been granted credentials to attend the four-day event and benefit from an exclusive creators' lounge and dedicated platform in the arena, allowing them to produce and post content online. Party organizers have provided dedicated staff to aid influencers in navigation, interviews, and content creation, arming them with crucial tools for meme-making. Each night of the event will also boast an influencer as a speaker on stage.
The Republican National Convention also enrolled digital content creators to attend its convention last month in Milwaukee and featured a creator hub with more than 70 influencers participating in their official program.
As traditional television viewership wanes and news outlets struggle to reinvent their businesses, political campaigns increasingly turn to influencers to distribute their message to voters.
Deja Foxx, an Arizona-based social media influencer who spoke during the opening night of the convention, remarked that the 2024 election represents a "historic shift in vibes."
"Young people aren’t just going to exhibit their power at the ballot box, but they're proving the narrative power that we now hold. We're setting the narrative, even for traditional media, through our TikTok videos and the content we create online," Foxx, who has over 140,000 TikTok followers, shared.
Prior to the convention, DNC officials reached out to online influencers, offering press credentials to attend the gathering. Many of the creators who traveled to Chicago paid their way, while others secured funding from organizations or sponsors.
However, it's not just megastars or politics-focused creators participating in the convention.
"They don't watch the news"
Jeremy Jacobowitz, a content creator who is more likely to be seen food-eating on Instagram or TikTok than discussing the 2024 election, was approached by Democratic officials about attending. He decided to apply.
"The audience that I'm reaching, that's what they watch. They don't have cable; they don't watch the news; they don't even read the news; they don't even trust the news anymore. They'll trust us more than mainstream media, unfortunately," Jacobowitz, who boasts over 500,000 Instagram followers and 315,000 on TikTok, said.
Jacobowitz stressed that he wanted his audience to be aware of where his information comes from and to take action. He acknowledged that not everyone would listen to his message, but emphasized that a small percentage could make all the difference.
Malynda Hale, with over 90,000 followers across TikTok and Instagram, rejected the notion that influencers were being controlled by the Democratic party, emphasizing that there were no restrictions on their posts.
"We're the direct line to that demographic they're trying to reach and getting [voters] involved. And if my content will get more people to vote and my content will get people to be involved in the issues and care more, then use me," Hale pointed out.
However, the big question remains: will the party's pursuit of social media influencers translate into votes?
Mia Logan, a senior vice president at the political consultancy Precision Strategies, noted that the initiative could yield results if excitement could be sustained through the fall. Logan, who is also serving as a producer for influencer segments on the convention stage, hoped the campaign would devise innovative ways to convert viewers into voters.
"They're going to have to keep the drumbeat going and must continue engaging with them into the fall, doing things like interviews, bringing creators into the process," Logan suggested. "I'd love to see a creator as a campaign embed, thinking of new and interesting ways to provide a different perspective."
Reality vs. Expectations
Not all experiences have been smooth sailing for creators, with some expressing frustrations over long lines to enter events and finding the convention disorganized at times. Their shared experiences, good or bad, have been pass along to their following.
The Trump campaign has capitalized on some creators' complaints, sharing their posts with their own audience.
Ilana Wiles, the blogger behind Mommy Shorts, posted about her hours-long ordeal to gain entry into the convention, coupled with fellow-mom influencer Jessica Shyba of MommasGoneCity, making it to see former First Lady Hillary Clinton's speech.
"I am clapping like a madwoman. The line about their mothers got me. Can you imagine your daughter runs for president and you aren't around to see it," Wiles wrote, followed by four tear emojis.
"Three and a half hours well-spent, she mentioned later on."
Despite avoiding lengthy interviews with established media since President Joe Biden ended his campaign four weeks back, Harris has managed to squeeze in some time to collaborate with three influencers during the convention.
TikTok star Vidya Gopalan, boasting an impressive 3.4 million followers under the handle QueenCityTrends, shared a couple of videos with Harris. The duo engaged in discussions about their common Indian roots and beloved Chicago cuisine.
"Italian beef sandwich is my favorite," Harris shared.
A spokesperson for the campaign hinted that more videos featuring creators will be released in the near future.
CNN's Betsy Klein provided additional reporting.
In the creators' lounge at the Democratic National Convention, influencers are utilizing portable lighting systems to capture content for their social media platforms, demonstrating how traditional broadcast outlets are being emulated by digital creators.
Jeremy Jacobowitz, a popular content creator on Instagram and TikTok, was approached by Democratic officials to attend the convention due to his large following, as he reaches an audience that typically consumes content on social media platforms rather than traditional news outlets.
