WASHINGTON— For weeks, Democratic lawmakers have met with and mimicked figures they believe may offer them a path back to power in Washington: online influencers and content creators.
Hours before President Donald Trump’s joint address to Congress this month, Senate Democrats huddled with a dozen online progressive personalities who have millions of followers. House Democrats were introduced, without staff, to 40 content creators who Democratic leaders said could help them grow their audience online.
An earlier tutorial session in February featured online personalities like the YouTube commentator Brian Tyler Cohen.
The result has been a burst of Democratic online content, including direct-to-camera explainers in parked cars, scripted vertical videos, podcast appearances and livestreams — some topping trending charts online, others drawing mockery from liberal allies and Republicans in Congress.
But while the Democratic Party is largely divided over the path forward after last year’s election losses, party leaders agree that, no matter the message, how they connect with voters in the digital media landscape will be key to a political comeback.
Democrats are aiming to double engagement with digital content
More than a dozen Democratic senators, asked about the party’s digital strategy, pointed to Sen. Cory Booker of New Jersey as the architect of their new push.
“We’ve seen tremendous growth of Democratic senators now. They’re engaging in the tools and strategies necessary to elevate their voice in a new, changing media market, where legacy media is not the place that people get their news now,” Booker said. “We’re just weeks into this, but just by making key changes … we’re seeing a massive growth in engagement with the content that our senators are creating, and we’ve only just begun.”
Booker said he’s aiming for Democratic senators to double online engagement with their content over the next year — and early metrics have been noticeable. Democratic senators racked up more than 87 million views on content they published in response to Trump’s joint address to Congress, according to Booker’s office.
