"I hope that it convinces Democrats that we need to invest in this more. They need to be working with creators, not just young creators but all types of creators, to try to bring our numbers up on some of these platforms," says Ryan Davis, cofounder and chief operating officer at People First, a political influencer and relational marketing firm that partnered with the Biden and Harris campaigns. This quote emphasizes the need for a broader engagement with diverse creators to strengthen Democratic presence online.
Amelia Montooth, a progressive creator who supported the Harris campaign, believes that Democrats need to get to work building their own progressive media ecosystem. She's thinking not just a liberal Joe Rogan or individual progressive influencers, but entire outlets. She's actually already trying to do that herself: Montooth is also the cofounder and CEO of Mutuals Media, a new digital-first media company trying to unseat right-leaning culture brands like Barstool and Old Row. Here, Montooth outlines her vision for combating right-leaning dominance in media.
"What the right does really well is having a funnel that I believe starts with Barstool Sports that reaches mass audiences," says Montooth. "The left is missing the top and middle of those funnels ... Rather than working with individual influencers, they should focus on building that piece of the ecosystem, that funnel." This statement critiques the Democratic strategy and calls for a more structured approach to media outreach.
One of the more surprising findings in the Pew report was that most of the news influencers included in the study have X accounts (85 percent). YouTube was second in line with 50 percent of creators using the platform. The report doesn't get into how active they are on X, but it shows that most creators, at the time the study was conducted, saw the platform as the primary avenue for receiving and sharing news online. This highlights the central role of X in today's media landscape.
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