Biggest creator lessons from the 2024 election: podcast showdown, TikTok trends and news influencers

Creators and influencers played a significantly larger role in this year’s U.S. election compared to years past — from involvement at the White House creators conference to the battle of the candidates on the biggest podcasts.

This political cycle, election campaigns increasingly leveraged influencer strategies, particularly through long-form podcasts on YouTube and Spotify and short-form content on TikTok. Even as candidates and creators debate the ongoing challenges and risks associated with using influencer marketing for political campaigns, there is no denying that creators are now entrenched in political culture and strategy.

“Creators, particularly these podcasters… are the closest thing we have to mass audiences in a way,” said Natalie Silverstein, chief innovation officer of influencer agency Collectively. “Whereby we used to have broadcast media really dominate and kind of reach every kind of person — that’s just not the case anymore.”

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