At a media tour of the Democratic National Convention at the United Center last month, local content creators and social media influencers were given a private tour of their convention workspace: a Skybox next to major networks like ABC and NBC.
Influencers’ Role and Expectations
Local influencers, most of whom don’t post political commentary, were given guidance on their role. “If you’re posting something critical of (President Joe) Biden or Democrats, you know, get yourself fired,” said Sherman “Della” Thomas, a popular Chicago social media mogul. The media influencer remembers being told, “Give people a chance to answer some of these questions,” and to validate opinions by allowing responses.
Thomas is among hundreds of influencers working for the Biden campaign, the Democratic National Committee, and the Democratic National Convention Committee. Starting Friday, influencers can apply for media credentials for the first time in convention history.
Strategic Engagement
This initiative is part of a significant voter education plan that began during President Joe Biden’s 2020 campaign and has extended to the White House. With an increasing number of young voters getting their news from social media, engaging influencers is crucial for reaching these demographics.
A Pew Research Center poll estimated that 32% of 18- to 29-year-olds got their news from TikTok last year. A University of Chicago poll from late last month showed that Biden has lost support among young Black and Latino voters compared to 2020.
Local Influencer Insights
Thomas, who has 111,000 followers on TikTok and 84,000 followers on Instagram, calls himself an urban historian of Chicago and runs Chicago Mahogany Tours. He plans to use his convention credentials to post videos about Chicago’s history and how organizers spend money outside of downtown.
“Both Democrats and Republicans are courting minority votes. I can’t speak to that for Milwaukee. But how much money is the Democratic National Committee spending with minorities and women and immigrant cultures here in Chicago for this big convention here where they’re spending millions of dollars?” Thomas asked.
Support and Transparency
A conference spokesperson emphasized respect for creators to produce their own content, akin to the freedom of the press. Influencers like Samantha Lumpkin, a journalist and social media influencer, plan to apply for accreditation to humanize the convention experience for the average Chicagoan.
Engaging Influencers at a National Level
Since 2020, the White House has held briefings and roundtables with TikTok and social media influencers. The Biden campaign recently invited creators to a fundraiser and has partnered with over 550 creators, planning to spend millions on these efforts.
Credentialing and Access
Influencers will receive credentials from the convention’s campaign committee, granting them the same access as traditional media outlets, including interactions with agents and VIPs. The campaign committee has hired a dedicated team in Chicago to engage influencers and coordinate on-site support during the convention.
The exact number of credentials to be granted to influencers has not been disclosed.
For more information on the Democratic National Convention and influencer engagement, visit Democratic National Committee.
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