DNC wants TikTok influencers to make their midterm message go viral

With less than 100 days until the midterm elections, Democrats are equipping influencers and TikTok creators with digital tools to reach voters over the internet with party-sponsored content.

In the run-up to election season, the Democratic National Committee (DNC) has built an online organization center to spread the party’s messages outside of its own social channels. The hub creates a central online destination for influencers, surrogates and supporters to receive party-sponsored talking points, messages and a wide variety of digital content to post on their own social media feeds.

“Our goal is to equip grassroots supporters and volunteers with the tools to share our message with their own networks and be trusted messengers,” said Shelby Cole, deputy chief marketing officer for digital content and creative for the DNC. . The edge on Monday. “Wherever you want to be met, we will meet you.”

The coronavirus pandemic has dramatically changed the way political groups and politicians interacted with voters. With no face-to-face events in early 2020, candidates in both parties began targeting the online platforms that voters were using at home. Biden’s campaign experimented with Fortnite Cards, Animal Crossing: New Horizons islands, and the celebrity shoutout app Cameo to reach voters from different demographics.

Since the implementation of the online organizing program in February, the DNC has generated more than 83 million impressions, including an increase of 16.7 million in the second quarter of this year alone. Officials have also recruited and trained nearly 1,000 supporters in how to use the hub so far this year.

Greenfly, a content distribution platform, serves as the hub’s primary platform for hosting content. The DNC’s digital and coalition-building teams seek out potential influencers from across the party’s spectrum of support, including young voters and members of the black and LGBTQ plus communities. After being contacted, a supporter will be asked to attend an online training seminar before later being included in DNC’s Greenfly platform and Slack party ambassador community.

As Democratic party officials continue to connect with TikTok creators and influencers through Slack and in private messaging groups, the DNC’s partnership with Greenfly has dramatically increased the scale at which the party is able to immediately send content to volunteer messengers, he said. a Democratic official The edge on Monday.

Once a supporter downloads the Greenfly app, they have access to a number of DNC galleries of content that they can download and repost on their own feeds. The types of content vary in subject matter, from urgent policy statements on issues like abortion rights to images touting the Biden administration’s success stories, such as the recent Senate approval of the Inflation Reduction Act, an official said Monday. Greenfly will also allow the DNC to send users push notifications to submit more urgent share requests for specific content, which could aid the party’s rapid response messaging program leading up to the midterm elections and the 2024 presidential election, an official said.

Several democratic campaigns and political groups have taken steps in recent years to share official content with online supporters. But unlike shareable Google docs with post previews and positive coverage links, Greenfly is giving Democratic officials greater insight into what content is being shared the most and is getting the most engagement on platforms like Facebook, Instagram and TikTok.

That information has led Democratic digital agents to build content that is better suited to the platforms their supporters use. TikTok creators, for example, used square images that were more suitable for Instagram grid posts in videos. After Democratic officials noticed the trend, they began designing background images in dimensions specific to TikTok, an official told The edge on Monday.

The DNC has experimented with Greenfly in the past and used it as a means of engaging with supporters at major celebratory events such as the 2020 National Convention. President Joe Biden’s presidential campaign also used Greenfly to share campaign-specific content with supporters in real time. to share. Greenfly’s website states that more than 80 percent of Biden is “replacing shared digital content on social media.”

In recent years, political groups have taken steps to capitalize on the growth of online influencer marketing. In April, a pro-Biden super PAC launched a six-figure paid advertising program to bolster the content it had created with TikTok and Instagram creators. Conservative groups such as Turning Point USA and PragerU continue to build online ambassador programs and encourage affiliate creators to post conservative-friendly content to their social media accounts.

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