Social media influencers have become a pivotal part of modern political campaigning, leveraging their online presence and followership to disseminate messages effectively.
In a recent discussion with Mr. Maximus Ametorgoth, a digital marketing strategist, the intricate relationship between influencers and political interests was explored.
“The word ‘social’ and ‘media‘ categorizes us together. [As] a social media user, it means that I have a media channel and I have an audience that I reach out to and influence.”
Maximus Ametorgoth Digital Marketing Strategist
In this context, influencers function like media outlets, capable of broadcasting messages to their followers.
Just as political parties use traditional media platforms such as radio or television to air advertisements, they now leverage influencers to convey their policies and manifestos to targeted audiences.
One of the key reasons for the rising use of influencers is the level of trust they command within their communities. Mr. Ametorgoth pointed out a significant statistic. He stated;
“Research shows that 20% of consumers buy based on advertising, [while] 80% buy based on peer recommendation.”
Maximus Ametorgoth Digital Marketing Strategist
This shift underscores the growing influence of personal recommendations over traditional advertising methods.
He highlighted that Politicians see influencers as intermediaries who can sway public opinion in their favor, especially when targeting specific demographics.
Mr. Ametorgoth further explained the classifications of influencers. He emphasized;
“Somebody who has below 10,000 fans or followers becomes a peer influencer, while a person with above 100,000 or 1,000,000 [followers] becomes a celebrity influencer.”
Maximus Ametorgoth Digital Marketing Strategist
He emphasized that these tiers enable political strategists to tailor their messages based on the type of audience they wish to reach.
Subtle Marketing in Political Communication
Meanwhile, several observations raised questions about the appropriateness of using influencers for political messaging, particularly given the nature of platforms like TikTok, questioning whether users who engage with TikTok for entertainment would turn to the same influencers for serious decisions, such as voting.
Mr. Ametorgoth acknowledged this concern but highlighted the subtlety of marketing strategies in influencing decisions. He cited;
“If for example, Nike wants me to advertise their shoeS, [they might sponsor a] 12-day jogging. So, I can say I am going to the University of Ghana campus [to] jog. But in my videos, you would see me lacing my Nike shoes and all that, or you would see me wearing my Nike Jersey. And not say anything about it [then] after the 12 days, I would say this jogging was sponsored by Nike.’’
Maximus Ametorgoth Digital Marketing Strategist
Similarly, political campaigns often use indirect methods. According to Mr. Ametorgoth, Influencers might post selfies with politicians, attend events, or share content that subtly aligns with a political message. This approach, Maximus noted, is less intrusive but highly impactful. He stated;
“They usually won’t post a political advert directly. The way you communicate using influencers is also key when it comes to the impact that you would have. So, you have to be shuttle in the way you deploy influencers to transmit a political communication.’’
Maximus Ametorgoth Digital Marketing Strategist
According to him, what one wants here is votes. It’s not like selling a product, like Coca-Cola, which just wants eyeballs.
Politicians actively court influencers for their ability to shape public perception.
The influencer’s audience becomes a critical touchpoint for embedding political narratives, fostering trust, and ultimately guiding voter behavior.
Challenges and Ethical Considerations
While the use of influencers offers unparalleled reach, it also presents challenges.
The authenticity of the influencer’s message can come into question, especially if their audience perceives their content as overly promotional.
Moreover, the ethical implications of blending entertainment with political advocacy cannot be overlooked.
By leveraging their platforms, politicians can reach targeted demographics in ways that traditional media often cannot.
However, the success of such strategies depends on subtlety, authenticity, and the careful alignment of the influencer’s brand with the political message.
As this trend evolves, it raises more questions about the ethical boundaries of influencer marketing in politics and its long-term implications for democratic engagement.
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