Campaigns are embracing influencers, but internet stardom doesn't always win votes

Streamer Hasan Piker, left, and Abdul El-Sayed, a progressive candidate in the Democratic primary for U.S. Senate in Michigan, center right, take a selfie with young fans following a campaign event on April 7, 2026, at the University of Michigan in Ann Arbor. Julia Demaree Nikhinson/AP hide caption

As Democrats and Republicans look for new ways to reach voters, many are struggling with how to turn valuable online views into even more valuable votes.

That's what Democrat Tom Steyer tried to do in his bid for governor in California. He spent tens of thousands of dollars on paid partnerships with political influencers, some of whom have millions of followers across social media. However, the progressive billionaire failed to advance to the general election.

Spencer Pratt, a Republican, also grew his already large online presence while running for mayor of Los Angeles. Despite repeatedly going viral in creator-made videos and appearing on Joe Rogan's podcast, which averages nearly 12 million listeners a month, he too came up short at the ballot box.

It's becoming a more common goal for campaigns to seek out viral moments and the support of popular internet stars as part of an effort to reach more voters online. It's a strategy Democrats and Republicans alike watched Donald Trump ride to victory in 2024. But the strategy, albeit flashy, has yielded mixed results in key races this cycle as candidates try to figure out how much political power an influencer can have.

Political strategists partially credit Trump's focus on reaching voters through nontraditional media as a reason he made inroads with young Americans, sitting down for interviews with a slew of prominent streamers and podcasters , including Rogan.

Joe Rogan laughs as President Donald Trump speaks in the Oval Office of the White House on April 18, 2026. Julia Demaree Nikhinson/AP hide caption

However, with Trump not on the ballot this fall, campaigns are looking for ways to continue harnessing that same energy in the midterms, even as some strategists, like Republican Eric Wilson, point out limits.