The Rising Political Influence of Social Media Personalities

The growing influence of social media personalities in politics is raising concerns about transparency and trust, even as they become increasingly important in political communication.

Influencers on social media platforms have emerged as powerful voices in political discourse, but their role has been marred by controversy. Last year, the U.S. Department of Justice indicted two Russians for allegedly funding a Canadian media startup that employed influencers to spread Russian propaganda. In a more dramatic case, Romania took the unprecedented step of cancelling its presidential election in April amid suspicious online activity that included alleged secret payments to social media influencers.

These incidents highlight a troubling pattern of influencers being involved in spreading misinformation, evading election spending regulations, and accepting undisclosed payments for political content. While some content creators genuinely aim to inform their audiences with quality information, others prioritize pushing particular viewpoints or simply driving engagement, often with little regard for accuracy or proper context.

Despite these challenges, influencers wield significant power to shape narratives and foster communities that can build political engagement. In an era of declining trust in traditional institutions, they have the potential to become trusted sources for political information—if proper safeguards are in place.

The political establishment has begun to recognize this shift. During the 2024 Democratic National Convention, 200 influencers received press credentials, a sign of their growing legitimacy in the political sphere. The Pew Research Centre identified approximately 2,000 “news influencers”—defined as social media content creators with more than 100,000 followers who regularly discuss civic and political issues.

This trend takes on particular significance as trust in news media, political institutions, and public figures continues to decline across Western democracies. Social media influencers are uniquely positioned to fill this trust gap for several reasons.

First, they develop intimate relationships with their audiences and collect detailed data that allows them to tailor messages that resonate deeply. Second, they possess expert knowledge of platform algorithms and content creation strategies that maximize engagement. Third, they benefit from what researchers call “parasocial relationships”—the sense that audiences know the influencer personally, which can amplify the impact of their messages through social pressure and group dynamics.

These factors make influencers particularly effective at reaching niche audiences that traditional political and media institutions struggle to engage. For communities that feel disconnected from mainstream political discourse, influencers can provide a trusted entry point to political information.

However, the current environment lacks adequate transparency and accountability mechanisms. When political information circulates through closed online communities, misinformation can spread unchecked. Paid political content without proper disclosure undermines election laws. Unlike mainstream media outlets, which operate in public view and can be held accountable, influencer communications often occur in less visible spaces.

Under most regulatory frameworks, influencers have typically been classified as advertisers, subject to spending restrictions and transparency requirements. Yet enforcing these regulations has proven difficult. Influencers can easily circumvent online ad libraries by accepting compensation off-platform or through non-monetary arrangements, making advertising relationships harder to trace.

Despite these challenges, there is significant potential for social media influencers to strengthen democratic engagement and rebuild trust in political systems. Their ability to connect with disengaged audiences in authentic, relatable ways could help broaden political participation.

Realizing this potential, however, requires new approaches to transparency and accountability in an information ecosystem where it’s increasingly difficult to determine who’s saying what, to whom, whether it’s been paid for, and whose interests are being served.

As social media continues to reshape how political information is shared and consumed, the role of influencers will only grow in importance. Finding the right balance between harnessing their positive potential while mitigating the risks they pose remains a critical challenge for modern democracies.