Why social media stars are changing politics—and why that could be a problem

In 2024, influencers got a front-row seat to American politics. For the first time, hundreds of content creators were given special passes to the Democratic and Republican conventions. They rubbed shoulders with politicians at parties, rallies, and even White House events. Campaigns love this trend because influencers can make messages feel personal, like advice from a trusted friend rather than a formal ad. The problem? Many of these “friendly chats” are actually paid promotions—and most people don’t know it. California tried to fix this in 2023 by requiring influencers to say when posts are sponsored. But the law hasn’t been tested much—until now. During the state’s governor’s race, two influencers noticed something odd: some posts supporting one candidate looked like real opinions but were really paid ads. They filed a complaint, but the campaign called it false. Even if rules were broken, fines are small—just up to $5, 000 per post—so breaking them might not hurt much.

Young adults are especially easy targets. A 2024 survey found that nearly 40% of 18- to 29-year-olds get news from influencers. That’s why campaigns pay them to appear at events, interview candidates, or post about policies. Some creators say they only promote things they truly believe in. Others argue that if they’re doing work, they should be paid—and that transparency is key. But when money changes hands, trust can get blurry. The bigger risk? Hidden influence. In 2024, federal prosecutors accused Russian operatives of secretly paying influencers to spread pro-Russia messages. If foreign governments can sneak in through unmarked posts, how can voters tell what’s real? Experts warn that without strong penalties for hiding paid content, social media could become a playground for manipulation.

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