Reimagining Political Influence: The Role of Social Media Creators in Shaping Public Opinion

Donald Trump’s appearances on high-profile podcasts like Joe Rogan and Theo Von’s were widely viewed as pivotal to his reelection bid. However, while Trump engaged in speculative discussions about extraterrestrial life with Rogan, his campaign leveraged a network of acolytes to appear on dozens—if not hundreds—of niche podcasts hosted by right-wing content creators, many of whom typically eschew overt political discourse. This strategic outreach culminated in figures like Kash Patel—now facing challenges in leading the FBI—featured on Deplorable Discussions, a fringe QAnon-aligned broadcast hosted on the platform Pilled, where he declared, “The Deep State exists—it’s a Democratic-Republican uniparty swamp monster machine.”

At the time, the Trump campaign intuitively grasped a critical insight: social media creators, even those with non-political content, possess extraordinary audience sway. This intuition is now empirically validated by a groundbreaking study.

A First-of-Its-Kind Study: Measuring Creator Influence

Conducted by researchers from Columbia University and Harvard University, the study—exclusively shared with WIRED—involved 4,716 Americans aged 18–45, randomly assigned to follow a curated list of progressive content creators. Over five months (August–December 2024), participants engaged with nonpartisan educational content designed to inform rather than advocate.

Key Findings:

• Exposure to progressive creators increased participants’ political knowledge and shifted policy and partisan leanings leftward.

• A control group, permitted unrestricted social media scrolling without assigned creators, exhibited significant rightward shifts—a trend attributed to the inherently right-leaning nature of mainstream social platforms.

The Power of “Apolitical” Influence

Expert analysis confirms the study’s implications. Samuel Woolley, an associate professor of digital propaganda at the University of Pittsburgh, notes: “This research substantiates the hypotheses long entertained by many—that content creators are a transformative political force, poised to dominate the 2026 midterms and 2028 presidential elections.”

The study’s “Politics Paradox” reveals a counterintuitive dynamic: apolitical content creators exerted three times the persuasive impact of overtly political influencers per political/policy-focused video. This dominance stems from the parasocial relationships these creators cultivate—rooted in trust and authenticity.

“Individual creators, who build parasocial connections without formal authority or expertise, shape political preferences by fostering trust,” the researchers conclude. Their work underscores that such creators, lacking institutional legitimacy, wield influence through relational authenticity rather than credentials.

Strategic Campaigning: Trump’s Early Advantage

The Trump campaign’s strategic outreach to niche creators contrasted sharply with Democratic efforts, which expended hundreds of millions on A-list celebrity endorsements for Kamala Harris. John Marshall, co-author and Columbia political science professor, observes: “Republicans have prioritized building these relationships over the past two years, capitalizing on influencers’ accessibility, relatability, and perceived credibility—a strategy the study validates.”

Lessons for Campaigns: Timing and Relationship-Building

The authors emphasize that effective engagement requires early, sustained investment rather than last-minute advertising. Nathaniel Lubin, a Berkman Klein Center fellow at Harvard and co-author, advises: “Treat creator engagement as an organizing challenge, not a transactional ad campaign. It demands patience and relationship cultivation.”

Ethical and Transparency Concerns

While creator influence offers electoral potential, researchers warn of ethical risks. Samuel Woolley notes: “Influencers lack journalistic or political accountability standards, raising questions about transparency in political messaging.”

This study underscores the irreversibility of social media’s role in politics—a shift where creators, whether progressive or right-leaning, wield unprecedented power to shape public opinion. As campaigns gear up for 2026 and beyond, the lesson is clear: authenticity and trust, not just reach, will determine electoral success.

（This is an excerpt from the Inner Loop newsletter. Previous editions are available here.）