26% of Americans say influencers have swayed their vote. Political campaigns are racing to win them over.

In the 2026 midterm elections, political campaigns are intensifying efforts to engage with social media influencers to sway voter opinions. According to a survey by Morning Consult, 26% of Americans claim that content from social media influencers has affected who they voted for. Candidates are scrambling to establish connections with more creators to reach wider audiences.

Nicole Dunger, a partner at marketing firm People First, emphasizes that influencer content is an underestimated tool for political campaigns. She states that it is a significant player in the current political landscape. Social media platforms, particularly Instagram and TikTok, have become vital sources of information for voters, joining traditional news outlets like Fox News.

Influencers like Jake Paul and Hasan Piker have emerged as influential figures in politics, with Paul recently joining President Donald Trump for an Ohio rally and posting clips of his flight on TikTok. Piker has also allied with progressive candidates like Michigan's Abdul El-Sayed, while serving as a target for conservative criticism.

Nearly half of US adults (56%) reported that creator content had influenced their views on political or social issues, with this figure rising among Gen Z respondents. Roughly three-quarters of Gen Z respondents admitted that influencer posts had swayed their perspectives. For political campaigns, the challenge lies in identifying the right influencers to collaborate with, especially since many creators do not frequently discuss politics.

Parker Butler, a managing partner at digital strategy firm Luminary Strategies, advises candidates to maintain a diverse range of creators to cater to different audiences. He suggests that campaigns should focus on working with influencers in niche markets rather than solely targeting those with large followings. For instance, Butler proposes shifting the outreach strategy from prioritizing influencers with a million followers to targeting influencers who specialize in specific areas relevant to the campaign's objectives.

As political discussions increasingly move online, YouTube has become the leading source for political and election news among US adults in September, closely followed by TV, print, and X (formerly Twitter). A July through August survey conducted by podcast industry group Sounds Profitable revealed that one in five Democrats and Republicans stated that podcast appearances could make them more likely to support a candidate.

However, a smaller percentage of Independents (11%) expressed the same sentiment. While political campaigns are allocating a larger portion of their ad budgets to online platforms, TV remains the dominant medium for political advertising. Campaigns are aware of the challenges and measurement difficulties associated with influencer marketing, but they recognize its potential impact on voter opinions.