This year’s election has been marked by an unprecedented tidal wave of memes, with social media platforms serving as the primary battleground. While one under-the-radar confluence of politics and the web has emerged in the form of a Senate race featuring, for the first time, a knowledgeable influencer.
As the news of Mitt Romney’s decision to forego re-election in 2024 spread, a coveted Senate seat suddenly became available. Although currently serving as a US consultant for Utah’s third district, John Curtis’s re-election in November is all but certain, with a greater than 99% probability of victory. Utah hasn’t had a Democratic senator since 1977, making Curtis’s win nearly assured. Meanwhile, his Democratic opponent Caroline Gleich has garnered attention for her impressive profession outside of politics – she’s a skilled ski mountaineer and content creator.
Gleich, 38, has leveraged her significant following of over 220,000 Instagram enthusiasts, driven by her dual passions for local weather advocacy and mountaineering excursions that have taken her to the peaks of Argentina’s ski resorts and the majestic summit of Mount Everest. After enrolling in a coaching program dedicated to empowering women candidates, she launched her Senate campaign. After meeting someone from the marketing campaign administration agency, she was approached earlier this year about potentially running for Senator Romney’s vacant seat. At first, when I got the email, I was somewhat apprehensive. As the moment became clearer, the more obvious it was that we couldn’t rely on others to take charge and become the leaders we require.
“Juliet Carlisle, a political science expert at the University of Utah, highlights the significance of having a candidate in place, even when defeat seems likely, as it enables the opposition to take heed of their constituents’ preferences.” The impact of a younger Democratic candidate could make Curtis more aware of the prevailing mood in Utah politics, particularly among young people who are engaged with technology.
Influencers have historically played a crucial role in politics, often being solicited by established politicians to campaign on their behalf or amplify specific policy initiatives online to their vast followings. Collaborated with popular YouTuber Jake Paul in producing films, leveraging his influence to amplify awareness about pertinent issues and relying on mainstream media outlets for coverage.
The White House has enlisted the support of digital influencers, but President Biden faced challenges in convincing content creators to back his abandoned reelection bid; some declined opportunities, while others accepted roles promoting the administration, despite criticism from their followers. Unlike Kamala Harris, who has capitalized on significant online support from influencers and celebrities, highlighting a disparity between the types of candidates able to harness the unpredictable energy of the digital sphere effectively.
Politicians often strain to appear hip by awkwardly referencing internet slang and memes, giving off the impression of an embarrassing attempt at relevance.
Politicians often build significant social media followings shortly after taking office. Rep. Alexandria Ocasio-Cortez leverages various digital platforms to engage with her constituents and supporters, unlike some Representatives. Marjorie Taylor Greene utilised her platform to promote QAnon conspiracy theories and spread vaccine misinformation, further normalising these harmful narratives in the public sphere. Politicians often appear to be stretching to emulate social media influencers by referencing memes and online slang, which can come across as awkwardly forced – think of Senator James Lankford’s cringe-worthy attempt to “break the internet” or Hillary Clinton’s ill-fated effort to join the ranks.
But a new phenomenon has emerged recently: skilled content creators, who earn a living by monetizing their online presence through sponsorships and fan support, have begun to venture into politics, running for public office. While Gleich appears to be the chief advocate for change, other notable influencers on social media include conservative commentator Representative. Anna Paulina Luna was elected to represent Florida’s 13th congressional district in 2022, a significant turnaround from her previous bid in the 45th congressional district of California, where as a 25-year-old lawyer and TikTok influencer, she ran unsuccessfully last year. Every individual, regardless of their intentions, is expected to consider running for president.
“As a content creator, I’ve consistently utilized my position to collaborate with others in resolving issues, bringing value to people’s lives – a mission I aim to continue in the US Senate,” says Gleich. Before I present manufacturing strategies and make sales pitches, I must genuinely understand the needs of my clients. That’s crucial to understanding the essence of this movement, as it truly is about amplifying the experiences and perspectives of Utahns.
Drawing on the seminal work of 1990’s political science scholarship, Carlisle illustrates how familiarization with recognized concepts can facilitate a seamless transition into the political arena for individuals already possessing relevant expertise. Arnold Schwarzenegger successfully leveraged his Hollywood fame into the governorship of California, whereas for Instagram influencers, making such a significant career transition is significantly more challenging despite everything. “Simply having a global following as an influencer does not automatically guarantee local support,” she cautions, stressing that it’s crucial to distinguish between online recognition and actual native backing.
On Reddit, discussions about influencers often take a skeptical tone, with many questioning the authenticity of their online personas and the tactics they employ to boost their profiles, as seen in the case of Olivia Gleich’s use of the election to revamp her social media presence. The skeptics’ corner posits that Stacey Abrams’ candidacy is merely a calculated marketing ploy, one that will undoubtedly generate significant revenue through endorsements and sponsorships once she inevitably falls short in the election. Others have championed her campaign, citing a desire for fresh perspectives in Utah politics: “We need younger liberals with diverse backgrounds running for office here, and she stands out as uniquely equipped to address the significant financial and public policy challenges that come with taking on such a role,” another supporter wrote.
Marking campaigns’ financial intricacies pose a singular challenge for influencers. The Federal Election Commission currently considers any sponsored content submitted by a model featuring a candidate, broadcast within 90 days of an election, subject to its guidelines on “coordinated communication.” It will subsequently be deemed an “in-kind contribution” and required to be disclosed in a candidate’s campaign finance reports. Corporations that sponsor influencers must navigate a complex web of marketing campaign finance regulations, notes Carlisle.
“I firmly believe that America would benefit from having more content creators on the job.”
Gleich persists in challenging these guidelines, attempting to circumvent the essential requirements. According to her, the significant downturn in income from her content creation career – a staggering 90% decrease this year due to the campaign – has had a devastating financial impact on her. When I finalize the groundwork with [brands], any further collaboration is essentially over. “It’s incredibly advanced in its ability to deliver results for advertisers,” she notes.
Despite enjoying two successful years of work, she emphasizes that maintaining stability is a significant challenge “unless you’re retired or independently wealthy.” The outdated marketing campaign regulations have created an overwhelming obstacle course to navigate. As many experts contend, the dearth of 38-year-olds seeking new employment opportunities stems largely from this very factor.
Gleich hopes that her proposed adjustments will foster an influx of new content creators and youthful participants in the political sphere, thereby encouraging greater diversity and fresh perspectives. “I firmly believe that increasing the number of content creators would ultimately serve America better,” she says. “I predict that in the next decade, we’ll witness a significant increase in individuals from diverse backgrounds pursuing this path.”
Influencers can foster smaller-scale political activism by making it seem hip among younger generations. As she started sharing political views online, she aimed to make voter registration and public hearings appealing and trendy, encouraging people to take part. Meanwhile, politicians are exploiting the internet’s power to campaign on their behalf; it will be intriguing to see if this trend continues when digital natives seek elected positions in politics.
Despite being a seasoned content creator, Gleich has grown accustomed to the types of vitriolic attacks that often target public figures: relentless trolling and caustic comments. In a rustic landscape demanding meticulous authenticity from both social media personalities and elected officials, perhaps the value lies in embodying both roles authentically. Time alone will determine whether compliance with the agreement increases or not.
