26% of Americans say influencers have swayed their vote. Political campaigns are racing to win them over.
A new survey indicates that 26% of Americans have had their voting decisions influenced by social media creators. Political campaigns are increasingly partnering with influencers to reach voters ahead of the 2026 midterms.
Why it matters
The shift from traditional media to influencer-led political discourse is fundamentally changing how campaigns allocate resources and engage with younger demographics.
YouTuber Jake Paul joined President Trump for an Ohio rally ahead of the midterm elections. Aaron Schwartz/Stringer/Getty; BI The battle for voters in the 2026 midterm elections is playing out on the TikTok For You Page. One in four Americans say creator content has influenced who they voted for. Political candidates are scrambling to connect with more creators in order to reach voters. Content creators are influencing much more than our coffee orders and skincare routines. About one in four Americans (26%) say influencer content has affected who they've voted for, according to a survey of around 2,000 US adults conducted by Morning Consult in September, shared exclusively with Business Insider. Creator content is an "underestimated avenue" for political campaigns, said Nicole Dunger, a founding partner at the marketing firm People First, which works with candidates and advocacy groups on their creator strategies.
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