DID CREATORS GET TRUMP ELECTED?

In a stunning turn of events, Donald Trump has secured the presidency in Tuesday’s election. Today many people will be asking, how did this happen? Polling results turned out to be wildly inaccurate. Kamala Harris seemed to have momentum with a slew of significant celebrity endorsements, but analysts should be looking to the creator economy for answers.? From Podcasts to TikToks, both parties leaned on social media creators to reach a new, younger audience in this election cycle.

Let’s compare the reach of viewership between traditional media and social creator content in regards to the presidential election. Joe Rogan’s three hour long episode with Donald Trump was viewed over 33 million times on YouTube within the first 24 hours of being released. Compare this to CNN’s record high daily viewership of only 620K in October of 2024 - it’s clear where pundits are turning to for their news, and who they view as a voice of authority.

The numbers speak for themselves, politicians are now tapping into the creator economy to influence election results. Ultimate Fighting Championship CEO Dana White thanked Joe Rogan, as well as controversial podcasters The Nelk Boys and Aiden Ross at Trump’s victory speech.

Creators have an ability to sway young people’s perspectives and opinions on current affairs. What was most apparent was the emotional investment people have with the creators they follow. These creators are often more accessible and relatable than traditional media personalities, which means their authenticity has strong persuasive power. A major shift in tone used in campaigns is heavily noticeable, with candidates moving toward casual and easily digestible content to resonate with Gen Z voters. A notable example of this is Kamala Harris’ appearance on the Call Her Daddy Podcast to tap into an audience of younger women. By leveraging Alex Cooper’s loyal fan base, Harris was able to target an audience who wouldn’t normally seek out political content.?

What does this mean for the Australian creator landscape during next year’s election period??

It’s clear from this election that creators can use their platform to influence voters. Many would argue that they have a newly established responsibility to use their influence to encourage political engagement, even in Australia. Regardless of one’s position on the political spectrum, creators should expect controversy when bringing politics to a social platform - there is a fine line between education and pushing an agenda.?

It's important that in future elections, Australian candidates aim to bridge the gap between traditional campaign strategies and modern creator-driven content in their political agendas. By tapping into the creator economy, there is a real chance to influence opinions and reach undecided voters in Australia in ways never seen before.?