As the presidential election approaches, where do influencers come in?

Influencer marketing is playing a bigger role in politics and elections as more events and organizations open doors to content creators. This is becoming especially clear as the 2024 presidential election approaches in the U.S.

This month, as the White House and the Democratic National Convention both invite influencers to join their events (the Republican National Convention did the same last month), influencer agencies cite a growing appetite for political and nonprofit organizations to beef up their digital and influencer marketing strategies.

On Aug. 14, the White House organized a Creator Economy Conference in which creator network Good Influence helped recruit participants — and it’s a part of the administration’s effort to expand its digital presence by having creator involvement, said Josh Cook, Good Influence’s president. The company focuses on news and progressive issues, working with some 300 creators who generate more than 150 million views a day, and partnering with organizations including the Environmental Defense Fund and United We Dream.

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