Leveraging influencers in politics is undeniably brilliant. With some influencers boasting millions of followers, this strategy is a powerful way to engage audiences who might not typically follow politics. It underscores how communication has evolved in the digital age—akin to modern-day Yelp reviews or written testimonials, these endorsements can significantly boost a candidate’s visibility.

However, it’s crucial to recognize that the candidate or campaign doesn’t fully control the narrative. While the coverage is generally expected to be positive, given that influencers are compensated and granted access similar to reporters, there’s always the risk of unflattering scenes or protests being broadcast to a wide audience. This unpredictability makes the strategy a double-edged sword.

The DNC’s decision to credential over 200 influencers at this week’s event in Chicago, offering them access typically reserved for the press, reflects the growing importance of influencer engagement in modern campaigns. This move highlights a shift towards peer-to-peer organizing as a formidable force.