Why The DNC Is Taking New Media Seriously (and you should too!)

This week, we’ll be talking about everyone’s favorite topic: the internet.

Hi Democrats! This week, we’ll be talking about everyone’s favorite topic: the internet.

My name is Krissie Palomo, and I am the influencer manager at the DNC! If you were a volunteer on the Harris-Walz campaign in 2024, you might recognize my name from our volunteer Discord.

I previously managed supporter outreach on our Digital Organizing Team and have about six years of professional social media experience.

My role as the DNC’s influencer manager is not to mold everyone into perfect DNC robots who regurgitate talking points to their audience. My role, and the purpose of our program, is to ensure the DNC is present in every corner of the internet and that we are adding to our “big tent” by reaching new audiences.

Why does the DNC Need an Influencer Manager?

First, let’s break down what a “content creator” or “influencer” is. I use these interchangeably as I genuinely believe that every content creator is influential.

Content creators are people you see every day. They’re the people who share their lives online for a living, and sometimes even report on breaking news.

This style of content is often referred to as “new media,” which is a term you might have heard used a lot after the 2024 cycle. According to a study done by Pew Research, a majority of Americans get their news from new media nowadays — an alternative to what most of you will know as “legacy media.” These would be the traditional news outlets you’re used to: The New York Times, The Washington Post, Politico, etc.

Content creator @AaronParnas1 breaks news on TikTok.

Why is the DNC Shifting to Content Creators?

It’s really simple: People like to relate and find community. I saw this shift while on the organizing team. I have continued to see the shift as Influencer Manager. People want to feel like they are a part of something, whether it be an online community, a sports fandom, or even a political movement.

Legacy media outlets have yet to adapt to this shift. Many have tried and failed, to be completely honest. One outlet that did this beautifully and continues to see success from it is The Washington Post.

Dave Jorgenson became the face of the paper on TikTok in 2019, establishing rapport with all the folks who turned to TikTok for comfort during a hard time. To this day, the content that garners the most views on the account has Dave up front and center.

How is This at All Relevant to the DNC?

Bottom line: The way Americans receive their news has changed, which means the way we distribute information needs to change as well.

American voters are tired of the 24/7 news cycle we have been stuck in, and they look to social media as an escape from CNN or Fox News — but many folks don’t realize that politics is in everything! From lifestyle to cooking to fitness content, political beliefs have become subliminally packaged in content to be consumed by impressionable, loyal audiences.

This doesn’t mean we need to rush to get a candidate their own podcast to compete with already popular content creators, but we should leverage working with influencers that already have an established audience and personal investment in our mission.

From my time managing supporter outreach at the DNC, I had the rare opportunity to be a public-facing staffer on our digital team. It is often the case that folks gauge public sentiment through things like social media, which is all great and good, but hearing what Democratic supporters were saying directly to the party rewired my brain when it came time for me to step into the influencer manager role. One piece of feedback I saw constantly in our inbox really spoke to me, and I’m sharing it here in hopes it helps others in running their digital programs:

“DEMOCRATS NEED TO BE MORE NORMAL!!!!”

Think of me as just one small piece of a larger Democratic puzzle. I can’t do my job if Democratic leaders aren’t fighting for everyday Americans like you and me, because I would have nothing to share with my creators. I also can’t do my job if creators aren’t making captivating content, just like creators can’t make (accurate) captivating political content if they don’t know what they’re talking about…

We are all part of a larger Democratic ecosystem that creators are newly finding their homes in.

So What if I’m Not an Influencer? How can I Help Dems Online?

You don’t have to have millions of followers to make an impact online! Social media algorithms are tricky, and it’s almost impossible to predict what’s going to go viral. It’s a game of luck combined with intentionality and creative execution. If you enjoy posting, post! But if you like to remain behind the scenes, know that your support matters no matter how you choose to express it.

Fun fact about me: Numbers have never really been my thing. I tend to stick to the more creative side of the DNC’s operations, but I truly can only do my job thanks to the generosity of our grassroots donors. Every tweet, Substack article, and TikTok we put out is directly linked to YOUR investment in our work.

One thing you can be certain of during uncertain times is that your contribution to the DNC will be put to good use, whether it be to hire more staff so that we have the capacity we need to reach new audiences, or to invest in critical creator activations like the one we planned in Arlington, Texas, a few weeks ago during a redistricting hearing to bring awareness to Gov. Greg Abbott’s plan to steal five congressional seats.

If you would like to become a monthly donor, please click the button below. Every dollar counts to power our important work.

The chorus is just as important as the headliner, and our content can only reach our vast online audience if you like, repost, and share it with your friends and family. By being part of the audience, you play a crucial role in driving conversations online. The more visible everyday Democrats are across the internet, the more people will hear our message and genuinely believe in it.

And lastly, sticking to my organizer roots, make sure you take action with our Organizing Summer program to take full advantage of the last weeks of summer to help elect Democrats up and down the ballot.

Thank you so much for reading! I hope this provided you with a bit of insight into the history of creator content and why it matters so much that we cultivate these partnerships. I’m beyond honored to be in this fight with all of you, and can’t wait to see brighter days ahead.

If you are a creator who would like to get in touch with the DNC Influencer and Creative Partnerships Team, please shoot an email to creators@dnc.org and we’ll be in touch! :)

Krissie Palomo

Influencer Manager