Election influencers: How content creators became politicians' most powerful tool

Social media content creators have become a central influence tool in elections, explaining political issues to young audiences through short videos on Instagram and TikTok, investing in research and editing without financial compensation.

Social media content creators have become influential tools in elections, with many dedicating their time to explaining political issues to young audiences. The article describes how students and young people, who do not watch traditional news broadcasts, are exposed to politics mainly through Instagram and TikTok. Leading content creators break down complex concepts like mandates and housing crises in short videos, investing many hours in research and editing, often without financial compensation. Their stated goal is to encourage civic engagement and provide balanced information, not to tell viewers who to vote for.