Did you see this tweet on X about Democrats needing their own "Joe Rogan?" The tweet was likely in good faith, but it misses a key point: The internet doesn’t work like that. Building a media ecosystem like the GOP’s isn’t about copying their tactics; it's about getting on the same playing field. Democrats should invest in a comprehensive, thoughtful digital strategy that combines organic social media, influencer marketing, and long-term relationship-building so they can continue fighting for the American people.
Having worked as a digital director for a number of Democratic offices and committees on Capitol Hill, I’ve seen how our party often underestimates the value of online spaces. Too often, we treat digital strategy as a secondary concern, assigning social media responsibilities to overworked communications staffers instead of building dedicated, well-funded teams. Conservatives, on the other hand, have invested heavily in their digital infrastructure, creating an imbalance that’s hard to ignore.
This isn’t just about resources—it’s about mindset. Some folks have been hesitant to engage with Progressive creators and influencers, particularly those who challenge party policies. I’m not suggesting we give airtime to bad-faith actors, but sidelining respectful, left-leaning influencers risks alienating critical audiences. It’s not just about winning elections; it’s about building trust, relevance, and cultural influence.
Learning from the GOP's Playbook
The GOP’s digital strategy is clear and (unfortunately) effective. According to the Pew Research Center, about one in five Americans get their news from influencers, with the number jumping to 37% among adults under 30. More news influencers explicitly identify as right-leaning (27%) than left-leaning (21%). Conservatives have not only acknowledged this shift but have also built an ecosystem to support their influencers.
Organizations like Turning Point USA and The Daily Wire act as incubators, providing funding, resources, and platforms for conservative creators to grow their audiences. This infrastructure amplifies their messages and shapes public opinion in ways traditional media cannot. For instance, Donald Trump’s appearances on podcasts like Joe Rogan and The Nelk Boys allowed him to reach disengaged voters, building a connection that extended beyond the Republican base.
What Democrats Got Right
Despite these challenges, there are bright spots. Kamala Harris’ 2024 campaign made strides with its influencer outreach, credentialing 200 creators for the Democratic National Convention. Influencers were given unparalleled access to events, talking points, and even face time with Harris herself.
By providing creators with resources and access, the Harris campaign laid the groundwork for a more effective influencer strategy. Pew’s aforementioned study highlighted the significant role of news influencers, particularly among younger demographics. Platforms like TikTok, where left-leaning influencers slightly outnumber their right-leaning counterparts, offer a unique opportunity for Democrats to expand their reach. Yet, this space remains underutilized.
A Blueprint for Democratic Success
To level the playing field, Democrats need to adopt a balanced and holistic approach to digital strategy. Here’s how they can start:
- Invest in an Influencer Ecosystem. Create a network of content creators, news influencers, and digital storytellers who can amplify progressive messages. This ecosystem should include influencers who challenge the status quo, not just loyalists.
- Leverage Long-Form Content. Podcasts, YouTube channels, and other long-form formats allow for deeper engagement. The Harris campaign’s creator program showed promise but needs to be scaled up to include more platforms and creators.
- Engage Directly with Influencers. Provide access to events, candidates, and campaigns. Authenticity is key—trust influencers to create content that resonates with their audiences.
- Show Up in Existing Ecosystems. Democrats don’t need to build new platforms; they need to show up where audiences already are. Whether it’s Joe Rogan, TikTok, or smaller creators on YouTube, presence matters.
- Prioritize Legacy Media. Traditional media still holds significant value in reaching a broader audience. The goal isn’t to replace legacy institutions but to complement them with a stronger online presence.
- Balance Control and Creativity. Collaboration, not micromanagement, is the path to success. Influencers need creative freedom to deliver authentic messaging.
- Commit to Long-Term Investment. Building an influencer ecosystem isn’t a one-cycle effort. It requires sustained funding, training, and support to create a pipeline of progressive voices for years to come.
- Align Creators with Candidates. Recognize that every party member has a unique style and role. Align them with creators whose audiences and voices complement their strengths, fostering authenticity and connection.
This isn’t about copying Republicans—it’s about capturing our share of public opinion. Democrats need to embrace the reality of today’s media landscape, where influencers wield more power than ever before. By investing in digital infrastructure, engaging with diverse creators, and showing up in existing spaces, the party can close the gap while maintaining its integrity.