Biden's digital strategy: an army of influencers – Axios

Illustration: Annelise Capossela/Axios
President Biden's not-yet-official bid for re-election will lean on hundreds of social media "influencers" who will tout Biden's record — and soon may have their own briefing room at the White House, Axios has learned.
Why it matters: The move aims to boost Biden's standing among young voters who are crucial to Democrats' success in elections — and to potentially counter former President Trump's massive social media following, if he's the GOP nominee in 2024.
What they're saying: "We're trying to reach young people, but also moms who use different platforms to get information and climate activists and people whose main way of getting information is digital," said Jen O'Malley Dillon, White House deputy chief of staff.
The details: Hundreds of unpaid, independent content creators have been given access to Biden's White House. They include:
Zoom in: A dedicated White House briefing space for influencers to meet in person or by remote would be unprecedented — and a sign that the traditional Press Briefing Room no longer would be the administration's only messaging center.
Zoom out: Besides White House invitations, the administration has given influencers opportunities for access to Biden when he goes on the road.
What's next: The White House wants to work with influencers who have local audiences when Biden travels to their state — just as its regional team has built relationships with local media outlets.
Reality check: Biden's followings on social media don't compare with Trump's, especially on especially on Youtube and Facebook.
The intrigue: The administration is courting support on TikTok even as it has called for the platform to be sold or else risk being banned in the U.S. because of its owner's ties to China's government.
Editor's note: This article has been corrected to clarify content creators' relationship to the White House, and to remove Heather Cox Richardson as one of those creators.


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