President Biden is making content creators a major part of his re-election campaign–so much so that they might get their own briefing room in the White House.
Axios reports that the Biden administration is connecting with hundreds of content creators across platforms, including news-focused TikToker (and NYU student) Harry Sisson; historian and Boston College professor Heather Cox Richardson, who’s on Substack and Twitter; and Vivian Tu, a former stocks trader who’s now big on FinTok and Instagram.
The goal is to reach potential voters who don’t follow Democratic accounts (like the official White House account) or Democratic legislators/candidates on social media.
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And, perhaps surprisingly, the campaign isn’t exclusively prioritizing reaching Gen Z voters.
“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,” Jen O’Malley Dillon, the White House deputy chief of staff, told Axios.
Sisson told the outlet he and other participating content creators asked the White House if they’d be able to get press passes to official briefings.
He added that the White House was “actually very responsive” to the request, and while it seems the administration isn’t planning to mix the creator cohort in with mainstream media journalists, creators are on the path to getting their own separate briefing space within the White House.
The creators are working with Biden’s digital strategy team, and we’ll likely see content from them starting to roll out in the leadup to the 2024 presidential election.