Democrats’ influencer strategy risks missing power of new media
3 Min Read
The launch of Chorus highlights Democrats’ influencer strategy to fund and manage social media influencers, but critics warn the program’s secrecy and strict messaging controls may undermine its effectiveness in the US.
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Spectators film with their phones models wearing creations as part of the ALUX9SM menswear Fall-Winter 2023-24 collection presented in Milan, Italy, Friday, January. 13, 2023. (AP Photo/Luca Bruno)
In the aftermath of the 2024 election cycle, Democrats’ influencer strategy has come under growing scrutiny, according to National Review writer Casey Given, who states that the new initiative by Dems, known as Chorus, compensates left-leaning social media influencers to post TikToks, tweets, and other digital content aligned with party messaging.
Citing Independent journalist Taylor Lorenz's report in Wired, Given says that Chorus contributors earn $8,000 a month under a six-month pilot program, funded through Democratic-aligned groups such as the Sixteen Thirty Fund. Participants are also required to sign secrecy agreements and attend weekly messaging meetings.
Given highlights that the United States has seen politics increasingly shaped by social media influencers and digital platforms such as podcasts, TikTok, and Substack. Given notes that right-wing voices like Charlie Kirk built influence by fostering open dialogue on campuses and growing followings through independent media ventures.
The writer also noted that US President Donald Trump capitalized on this shift during the 2024 campaign, leveraging podcast appearances and digital content to energize his base and connect with younger voters.
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Why Democrats’ influencer strategy faces challenges
Critics argue that Democrats’ influencer strategy risks failing because it emphasizes top-down messaging instead of empowering authentic voices. Unlike independent creators, Given says Chorus participants must obtain pre-approval for political content and are barred from disclosing their affiliation.
He also says that such restrictions risk undermining credibility if exposed. In contrast, independent organizations openly engage with creators, encouraging transparency and debate even within their own ranks.
The success of social media influencers lies in authenticity. Given writes that audiences in the United States are increasingly skeptical of polished talking points and look for creators who are willing to question their own side, admit mistakes, and elevate diverse perspectives.
By enforcing uniform messaging, Given argues that Democrats may be underestimating the appeal of genuine debate and overestimating the effectiveness of tightly controlled narratives.
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Lessons from independent influencers
Given writes that independent influencer networks have shown that credibility grows from freedom and transparency. Contributors openly identify their affiliations, tag their organizations, and engage in public debate. This independence has allowed them to challenge policy, defend civil liberties, and build real communities of creators.
He further writes that critics state this is the true promise of new media: authentic voices shaping conversation rather than manufactured consent. For Democrats’ influencer strategy to succeed, it will need to prioritize openness, credibility, and trust over rigid control.
