In recent weeks, Democratic lawmakers have been engaging with digital influencers and content creators, hoping to identify strategies to regain political influence in Washington. They believe collaboration with these figures, who command millions of followers online, could help them attain greater reach and engagement. Just hours before President Donald Trump delivered his address to Congress, Senate Democrats met with a dozen online progressive personalities. Additionally, House Democrats attended a session, without their staff, to meet with around 40 creators who may assist in expanding their online presence.
In February, Democrats organized a tutorial that featured well-known online personalities, including YouTube commentator Brian Tyler Cohen. This initiative has spurred a surge in Democratic online content, encompassing various formats such as direct-to-camera explainers recorded in parked cars, scripted vertical videos, podcast appearances, and livestreams. Some of these efforts have gone viral, while others have attracted mockery from both liberals and Republicans alike.
Despite internal disagreements over the best path forward following last year’s election losses, Democratic leaders agree that their ability to resonate with voters through digital media will be crucial for a political resurgence. Spearheading this digital drive is Senator Cory Booker from New Jersey. “Democratic senators are increasingly employing new tools and strategies to enhance visibility in a rapidly evolving media landscape, moving beyond traditional media sources,” Booker asserted. By adapting to these changes, they’ve already seen significant increases in engagement with their content, with plans to double their online involvement in the coming year.
However, the digital efforts of the Democrats have not been free from criticism. After several Democratic senators released identical scripted videos criticizing Trump’s speech and addressing topics such as the cost of living and association with billionaire adviser Elon Musk, Republicans mocked the videos as scripted and disingenuous. Musk himself described them as actors reading a script. The contrast is clear: Republicans, under Trump’s influence, have honed a digital approach rooted in sensationalism and celebrity, filling government accounts with provocative memes, dramatic videos, and assertive statements.
Efforts to align with influencers have garnered mixed reactions. Democrats faced ridicule after a food and wellness influencer attending a Democratic event created a video montage for Women’s History Month portraying congresswomen as “fighters.” The response from the White House and even traditionally nonpartisan institutions like the Pentagon added to the mixed reception.
Booker, along with other Democratic leaders, maintains that occasional missteps are inevitable and part of the learning curve towards capturing Americans’ attention. “Lawmakers need to show they’re real people,” said Rep. Jasmine Crockett of Texas, who was featured in the aforementioned video. Adjusting to digital environments involves overcoming perceptions that Democrats are “elitist” or “robotic.”
The recent Republican policy moves, such as efforts to reduce the federal workforce, have prompted Democrats to take more assertive digital positions. Top Democratic digital strategists who supported Kamala Harris’ 2024 Presidential campaign are now in high demand, as many anticipate tightly contested elections in 2026.
Noteworthy Democratic figures have increasingly turned to new media since the last election. House Minority Leader Hakeem Jeffries of New York has recently promoted the party’s message on shows hosted by figures like comedian Jon Stewart and the progressive outlet MeidasTouch, drawing millions of views. California Governor Gavin Newsom, possibly eyeing a presidential run in 2028, has started his own podcast, where he invites key right-wing personas to discuss pressing political issues.
Democrats continue to debate the ideal balance between messaging authenticity and strategic engagement. Some lawmakers like Rep. Sara Jacobs, D-Calif, suggest a personalized approach, aligning messaging strategies with their personalities instead of conforming to what might seem insincere. On the other hand, some believe the choice of messengers is as crucial as the communication medium itself.
Senator Ruben Gallego of Arizona emphasized that genuine communication cuts through any medium: “You can be a great spokesperson, but if you don’t resonate with working-class people, even a solid TikTok following won’t make a difference.”