A new study from Columbia and Harvard confirms what many in politics suspected: social media influencers, particularly those not explicitly focused on political content, wield significant power over their audiences. The research, conducted with over 4,700 Americans, found that exposure to nonpartisan content creators shifted political views – while those who continued scrolling social media organically drifted rightward. This shift isn’t merely about knowledge; it’s about genuine persuasion.
The Power of Authenticity
The study revealed a striking paradox: apolitical influencers were three times more persuasive than those who actively discuss politics. This is likely due to the deep trust and authenticity built through parasocial relationships, where audiences perceive creators as relatable and genuine. The report emphasizes that these creators “shape political preferences by establishing trust,” rather than through overt campaigning.
This dynamic was evident in the 2024 election cycle, where Donald Trump’s campaign strategically placed allies on niche podcasts—including fringe shows like Deplorable Discussions —to amplify messaging without the scrutiny of mainstream media. While Democrats spent heavily courting celebrities, Trump’s team focused on cultivating relationships with smaller, more accessible creators.
A New Kind of Political Force
Researchers found that the key to influence isn’t just exposure but the way the message is delivered. Audiences respond better to indirect persuasion, where creators present narratives rather than direct endorsements. As Columbia professor John Marshall explains, “People didn’t fully understand just how many people were on that part of the internet.”
The implications for future elections are clear: campaigns must start building these relationships early and treat them as an organizing effort, not just an advertising spend. This means investing in long-term partnerships rather than last-minute endorsements.
Ethical Concerns and Transparency
The study also raises ethical questions. Influencers operate under different standards than traditional journalism, with less transparency around paid political activity. As digital propaganda expert Samuel Woolley points out, “Influencers tend to lack any unified, ethical standards.” This lack of accountability could lead to undisclosed influence operations in upcoming elections.
The research concretizes what a lot of people have been hypothesizing, which is that content creators are a powerful force in politics.
In conclusion, social media influencers have emerged as a potent force in shaping political opinion. The study confirms that authenticity and subtle persuasion are more effective than overt campaigning, creating a new landscape where trust-based relationships drive political outcomes. Campaigns must adapt to this reality, but ethical concerns about transparency and influence remain paramount.
