Vice President Kamala Harris participated in a series of interviews at the Democratic National Convention, opting to engage with social media influencers rather than traditional journalists. One such interview was with Vidya Gopalan, a popular North Carolina mom with 3.4 million followers, where they discussed their shared Indian heritage and Harris' memories of time spent in India with her grandfather.
This unconventional approach by the Harris campaign reflects a shift towards reaching voters through new media strategies. A key component of this strategy involves creating original content and leveraging the influence of social media personalities. Over 200 content creators were credentialed for the DNC, with designated 'creator lounges' at the United Center where influencers networked and collaborated.
These influencers cover a wide range of topics, from politics and social issues to cooking, beauty, comedy, and sports. By engaging with these creators, the DNC aims to amplify its reach and connect with diverse audiences, including young voters who are active on social media platforms.
Democratic strategist Keith Edwards highlighted the mutually beneficial nature of this engagement, emphasizing the importance of exclusivity and access to high-profile figures like Transportation Secretary Pete Buttigieg. Influencers praised the Harris campaign's outreach efforts as a model for Democrats, with Pennsylvania Gov. Josh Shapiro commending their digital organization.
For many Gen Z influencers, the DNC provided an opportunity to humanize the political process and connect with their followers on a personal level. The enthusiasm surrounding Harris as the presumptive Democratic nominee has generated a 'coolness factor' on social media, with creators expressing excitement about engaging with the campaign.
While the memeification of Kamala Harris has garnered attention and engagement online, the ultimate test lies in whether this enthusiasm will translate into voter turnout. Influencers like Raven Schwam-Curtis are energized by Harris' candidacy but question the impact of social media buzz on actual voter participation.
