The White House is turning to TikTok influencers to try to get its message out to more young people.
Democrats want to get credit from voters for the climate and health care measures in the Inflation Reduction Act. To explain it to more people, the White House decided to hold briefings to"educate and activate prominent content creators to amplify our message on their own online social media channels," according to an August memo.
"The reality is, if we want to go out and talk to a wide amount of people whose lives are going to be impacted by the Inflation Reduction Act, and both take credit and also tell people how they can access some of the benefits, then we need to get out into the digital communities that people exist in — and that means spending time with digital creators who have huge reaches into those audiences," he told NPR.
"Influencers on social media, they need to project authenticity to come across as being genuine," said Yini Zhang, a professor at SUNY Buffalo who studies social media and political communication."That persona really is effective in terms of creating this bond between influencers and their followers. I think that partially explains why young people might place more trust in influencers than in journalists.
" on social media, was part of the influencer briefing in September. She said some people still associate the term 'influencer' with consumerism.
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