Influencers have played a big role in this election cycle. Hundreds of typically nonpolitical content creators have been using their platforms to endorse candidates on both sides of the political spectrum. Funnily enough, those who said nothing on election day actually ended up being the loudest.
“Speaking as an influencer, a lot of your favorite influencers are fucking embarrassing,” said TikToker Kate Glavan. “To be a woman in America with a huge fucking platform and a huge audience and post nothing yesterday, just business as usual, ‘I’m going to my Pilates and I’m going to my brunch…’ No one gives a fuck about your Amazon storefront or your fucking makeup routine.”
The comment section of her video is filled with people calling out the names of influencers who have been notably silent throughout the election. “Me finding out which influencers voted [Republican] cause they are the ones who are strangely silent and acting like its a regular day,” posted another TikTok user last week.
For influencers, posting who they voted for is a lose-lose situation. Pick a side and they risk alienating a large section of their audience. Stay silent and they risk alienating a large section of their audience. While it makes sense that followers want to know who their favorite influencer voted for, should we expect—or even want—political activism from people whose job involves posting their Sephora hauls and workout routines?
With great virality comes great responsibility. Unlike media outlets, which are subject to regulation, there is little oversight of influencer posts which can reach millions and have huge sway over their followings. During the 2024 election cycle we have seen influencers and internet personalities being paid on behalf of groups backing both Vice President Kamala Harris or former President Donald Trump to court their followers’ votes, cashing in on thousands—sometimes millions—for a single post.
Social media influencers have more influence than they are often given credit for, according to research published in the journal Management Information Systems Quarterly. In fact, research by Pew shows that over half of U.S. adults (54%) turn to social media for news at least some of the time, putting influencers in direct competition with traditional news outlets for audience attention. To stand out in this crowded space, influencers are incentivized to exaggerate their messages, often leading to polarized followers. If their audience ends up blindly following what they say instead of examining the candidate’s or party’s policies for themselves, it can result in diminished critical thinking in voters.
Influencers are human and will have a political opinion whether they choose to share it or not. Being pressured into posting about politics can sometimes end up causing more harm than good. At the same time, choosing not to post anything at all during such a divisive election is a choice. So is following an account.
