TikTok influencers get resources from Democrats to help in midterm elections - The Verge

Democrats have built an online organizing hub to drive the party’s messaging beyond its own social channels, partnering with TikTok influencers and the distribution platform Greenfly.

With less than 100 days until the midterm elections, the Democrats are equipping influencers and TikTok creators with digital tools to reach voters across the internet with party-sponsored content.

In the run-up to election season, the Democratic National Committee (DNC) built an online organizing hub to drive the party’s messaging beyond its own social channels. The hub creates a central online destination for influencers, surrogates, and supporters to receive party-sponsored talking points, messaging, and a wide variety of digital content to post on their own social media feeds.

“Our goal is to equip grassroots supporters and volunteers with the tools to share our message with their own networks and to be trusted messengers,” Shelby Cole, deputy chief marketing officer for digital content and creative for the DNC, told The Verge on Monday. “Wherever you want to be met, we’ll meet you.”

The coronavirus pandemic dramatically shifted the ways in which political groups and politicians interacted with voters. With in-person events out of the question early on in 2020, candidates in both parties began focusing messaging toward the online platforms voters were using at home. Biden’s campaign experimented with Fortnite maps, Animal Crossing: New Horizons islands, and the celebrity shoutout app Cameo to reach voters across demographics.

Since implementing the online organizing program in February, the DNC has generated over 83 million impressions, including a 16.7 million bump in the second quarter of this year alone. Officials have also recruited and trained nearly 1,000 supporters on how to use the hub so far this year.


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