The new normal: The rising power of influencers

The rules of the game have changed – it’s no longer only traditional media and broadcasters who set the news agenda and interpret events for audiences. Influencers are an increasingly important gateway to news and information, particularly for younger audiences. For many people, social media platforms such as Instagram, TikTok, and YouTube are not just spaces for entertainment but also key sources of information about politics, current events, and social issues.

The worlds of media, civil society and politics are trying to adapt to this new landscape, but many misconceptions and uncertainties remain. In this interview, Spanish feminist content creator Júlia Salander shares her take on the rising power of influencers, and what progressives need to understand about this shift.

We know that young people, in particular, consume and interact with digital media, and that younger generations tend to hold more progressive views. However, the number of prominent right-wing influencers, YouTubers, and podcasters is, in general, higher. How do you explain this?

It is true that on social media platforms – on Twitter, on TikTok – the far right is very active, and here’s something we have to give them credit for: they navigate digital environments very well. They’ve understood the message and the communication style that works well on social media, and they know how to unite and mobilize their supporters. I think the left needs to engage in a bit of self-criticism here and ask themselves why they have been struggling to do the same. But this is changing. For example, if we analyze Pedro Sánchez’s profile on TikTok, we see a very significant shift in communication, and more left-wing politicians are now realizing they need to have a presence on social media.

Also, engagement isn’t the same as votes. We’ve seen people who might have very viral videos on social media, but that doesn’t necessarily translate into votes at the polls. So, we also need to be careful about focusing too much on social media numbers.

How can influencers contribute to making voters more informed about politics?

If a new law is passed or there’s going to be a vote in Parliament, for example, most people don’t know about it. So, just as we – as content creators or people active on social media – post ads promoting products or brands, we can also publicize laws, bills, congressional votes, or whatever. For example, if there’s a debate going on about the budget, we could communicate this to the public – perhaps in a more accessible way.

And beyond this, how can they increase political participation? In what ways can they mobilize people?

It’s an important issue because, ultimately, to achieve political participation, you have to get people to connect with politics and overcome the disengagement or apathy that a large part of the population feels toward politics – or rather, toward politicians. So, you achieve that by politicizing your discourse or your messages.

But here’s the thing: content creators like us, who already produce highly political content, are already convinced, and so are our communities. The challenge here is how to politicize the content creators who make dance videos on TikTok. For example, someone like Ibai Llanos [Spanish streamer focusing on sports events] or super-popular content creators who influence a huge number of people – people who have nothing to do with politics, advocacy, or activism – how do we get these creators to incorporate small political elements without them turning far-right? That’s key! That, to me, would be the challenge. How do you get YouTubers or gaming streamers to tell you to go vote?

Some media outlets, organizations, and institutions are reacting to the rise of influencers by imitating their communication styles or by collaborating with them. What do you think of these approaches and how these organizations are adapting?

When we watch, for example, in parliamentary debates, there’s something I find very dangerous: the “zasca” [Spanish word that can be translated as “Burn” or “Mic drop!”] culture we see on social media – this culture of humiliating or offending others. That’s rewarded on social media, because that “shutdown” gets a lot of likes, and there’s a very perverse interest in the polarization we see online. And I think that polarization from social media is spilling over into the political arena and into official political channels. That strikes me as a danger. It greatly diminishes the quality of politics and democratic culture, because now they’re no longer thinking about making policy; they’re thinking about the headline and the tweet they’ll post later to get likes. In short – a disaster.

We know that algorithms favor content that leans toward outrage, polarization, and drama. Is this something we can work with rather than against when collaborating with influencers to convey progressive political messages?

That’s true, and it’s not just an algorithm issue. When I make a video explaining a femicide or a sexual assault, people get outraged and feel they have to do something – it’s like a call to action. When I make a video where I’m very angry or appealing to that emotionality of rage, of injustice, people are moved, and they react by sharing. So, it’s more likely to go viral. If I make a happier, more cheerful video saying, “Look, girls, good news, this happened,” it doesn’t give you that impulse to go share it.

So, it’s not just about the algorithm; it’s also about how we relate to the content we see and what emotions you tap into. And yeah, it’s a hassle, because on the one hand you want to inspire people and not always fall into this negative narrative, yet the negative stuff is what often generates virality. And that’s why the far right does so well on social media, because ultimately their discourse is hate speech, and hate is a very powerful emotion that generates a lot of virality, because it appeals to you at the deepest level. For my part, as a content creator, I try to find a balance. I mean, I’m a feminist; I’m angry because the system is sexist, and, well – how could I not be angry about cases like Gisèle Pelicot’s? But at the same time, I also try to make videos that appeal to other emotions, not just outrage.

Ultimately, how should progressives be thinking about the power of influencers over their audiences, and how should they be responding to this shift?

If I were an advisor to a political party, what I would tell them is: count on these people. First, consume these people’s content to understand what’s happening in public opinion. Because if I’m not on social media, I’m missing out on a significant part of what’s happening among the public. So, on the one hand, it’s about staying informed through these channels, understanding who the relevant figures are right now, what they say, how they say it, why they engage people, and then taking them into account. This doesn’t always have to be done in public; it can also be in private, internally. Just as you’d hold a press conference and call journalists, all of us who are currently on social media communicating and spreading the word are also important.

It’s about being aware of the influence that exists and understanding that content creators are key figures right now, but also understanding what each person’s role is. And I think this is starting to happen – based on my personal experience as well. We’re already seeing political parties show increasing interest in people like us on social media, and they’re realizing that right now it’s a very important arena for mobilization. But it needs to go further.