Democrats have messaging problems that contributed to the defeat in the 2024 election. They struggle to convey their accomplishments and policy priorities to voters, especially on key issues like immigration and the economy. Because of this, Republicans are able to frame everyday Americans’ perceptions of the Democratic Party. In my previous blog, I outlined how Democrats can leverage influencers to engage voters more meaningfully. Building on that foundation, there is a path forward for Dems to build a cohesive, pragmatic, and balanced digital strategy. The next DNC Chair should prioritize these three complementary strategies:
Creating a Big Tent Influencer Ecosystem
Investing in Paid Influencer Partnerships
Embracing Creator-Style Long-Form Content on YouTube
Together, these strategies transform how Democrats connect with voters, share their message, and rebuild trust online. Together, they represent a practical, scalable approach to competing in the modern media landscape.
Although digital strategy encompasses many areas, this focus is on social media because that’s where most Americans spend their time. Platforms like YouTube, X/Twitter, Instagram, and TikTok are no longer optional—they are essential tools for building community and connection. To succeed, the next DNC Chair must rethink the party's mindset toward social media and shift from sporadic content creation to a sustainable, ongoing creator-style approach.
A Big Tent Influencer Ecosystem
Democrats need to develop a year-round information service across multiple platforms. A Big Tent Influencer Ecosystem is the foundation of this strategy. This is about cultivating a network of influencers who represent the diversity of the Democratic Party’s values and audiences—ranging from progressive activists to cultural creators, gamers, and even lifestyle influencers.
Republicans have long understood the power of this approach. Organizations like Turning Point USA and The Daily Wire have created well-organized and well-funded ecosystems that amplify conservative messaging through cultural and ideological lenses. These influencers shape narratives not just around politics but in everyday cultural spaces. Democrats, by contrast, often approach influencers (and social media altogether) as an afterthought, engaging them only during critical campaign periods.
The next DNC Chair has the opportunity to change this by:
Identifying and Supporting Influencers. Build a network of creators across a range of niches who can authentically speak to different segments of the Democratic base.
Providing Resources Year-Round. Offer tools, training, and production support to help influencers create high-quality, resonant content.
Fostering Community. Create ongoing opportunities for collaboration between influencers, candidates, and party leaders, building trust over time.
By investing in an ecosystem that includes influencers with varying ideological perspectives (from Moderate to Progressive), the party can truly embrace its "big tent" identity and speak to its diverse voter base.
Paid Influencer Partnerships
While the Big Tent Ecosystem builds a long-term foundation, Paid Influencer Partnerships offer precision and scale when it’s time to amplify key messages. Paid collaborations allow the party to work with influencers who have large, engaged audiences, extending its reach beyond the organic network.
This isn’t just about throwing money at creators—it’s about targeted, data-driven investments that complement the party’s organic strategy. For instance:
Partner with news influencers like Brian Tyler Cohen and Hasan Piker to break down policies for progressive audiences.
Engage cultural influencers to bridge the gap between politics and everyday life.
Focus on podcasts, a powerful medium for nuanced, long-form conversations with audiences who want deeper engagement.
Paid partnerships should align with the overarching messaging from the Big Tent Ecosystem to ensure consistency and credibility. Together, these strategies create a feedback loop where organic storytelling builds trust, and paid media amplifies that trust to wider audiences.
YouTube as the Anchor for a Creator-Style Content Strategy
A modern organic social media strategy must go beyond posting static content and embrace community building. The party’s social media strategy should prioritize YouTube as the central platform for long-form, creator-style content. Why YouTube? Because it’s the most widely used online platform. Long-form storytelling thrives there, and Democrats can foster deeper community engagement.
Imagine a politician using YouTube not as a space for formal speeches, archived videos, or polished ads but as a platform for genuine connection. They could:
Break down policies. Explain healthcare, infrastructure, or climate change policies in simple, conversational terms, using engaging visuals and real-life examples.
Share behind-the-scenes glimpses. Offer candid insights into their work as public servants, making them more relatable and trustworthy.
Answer constituent questions. Tackle voter concerns directly in a Q&A format, fostering two-way dialogue.
This creator-style approach transforms politicians from distant figures into trusted voices, actively participating in the lives of the people they represent.
While YouTube serves as the anchor for long-form content, short-form platforms like TikTok, Instagram Reels, and YouTube Shorts are equally important for discovering and curating content. Short-form platforms allow users to find and curate content, often serving as the entry point for audiences who later seek deeper engagement on YouTube or other long-form platforms.
By aligning long-form storytelling on YouTube with short-form strategies, Democrats can create a seamless funnel for engagement—one that builds trust, fosters community and connects with voters in meaningful ways.
Fostering a Culture of Social Media Innovation
For the Democratic Party to succeed in this space, the next DNC Chair must prioritize innovation—not just in tools and platforms but in how the party approaches social media holistically. Here are three actionable steps the Chair should take:
Create a team focused exclusively on social media content creation, storytelling, and audience engagement. This team should operate like a modern digital-first media company, producing high-quality, creator-style content that resonates with today’s audiences.
Equip candidates, campaign staff, and influencers with the skills and tools needed to create impactful content. This includes video production training, access to analytics tools, and workshops on building authentic connections with online audiences.
Thoughtfully integrate social media efforts with traditional media campaigns, ensuring consistency across platforms. For example, a YouTube series explaining policies could be complemented by op-eds, TV appearances, and newsletters that reinforce the same messaging.
These steps would position the Democratic Party as a leader in political digital communication, capable of adapting to the rapid shifts in how people consume information.
A Roadmap for the Next DNC Chair
The next DNC Chair faces a pivotal moment to modernize the party’s approach to social media strategy. By building a Big Tent Influencer Ecosystem, investing in Paid Influencer Partnerships, and embracing Creator-Style Long-Form Content on YouTube, the Chair can lay the groundwork for a cohesive, pragmatic, and effective social media strategy.
I am not proposing that the party replace traditional media or copy Republican tactics—it’s about creating a balanced, fresh approach that meets voters where they are. The tools are there; now it’s time for bold leadership to put them into action.
The Democratic Party has the opportunity to lead, inspire, and connect with voters in ways that build trust, foster community, and ensure a sustainable digital future. The question is: will the next DNC Chair rise to the challenge?
