Influencers and Politics in the Digital Age

Over the past twenty years, social media has transformed the way politics works. Nowadays, many people, especially younger generations, no longer primarily obtain political information from traditional news outlets, but rather from social media personalities they follow and trust. One group among these is political social media influencers (PSMIs): content creators who regularly explain, comment on or promote political issues, parties or candidates. Politicians and political parties are increasingly collaborating with these influencers. Influencers have been invited to major political events, supported election campaigns and, in some cases, even stood for election themselves. Political influencers often make politics appear more accessible. They explain complex issues in simple language, connect them to everyday life, and communicate in a relatable, personal style. Research suggests that they can spark interest in politics, encourage discussion and motivate people to vote or take part in campaigns. Their influence is often based on trust: followers may feel a personal connection to influencers, even if that relationship is one-sided. This sense of familiarity can make political messages seem more authentic and persuasive. At the same time, the growing influence of political influencers raises important questions. How do politicians decide which influencers to collaborate with? How do influencers balance political partnerships with maintaining trust among their followers? What role do marketing agencies or intermediaries play behind the scenes? And how do citizens react? Do online interactions translate into real-world political action? The INFLUPOL project addresses these issues by examining the relationships between political influencers, political organizations and citizens. The project focuses on European countries that differ in terms of their political traditions, media systems and levels of regulation. By comparing these contexts, the project aims to understand how national cultures and political environments shape collaborations between influencers and politicians. The project uses a combination of interviews, surveys, social media analysis and advanced digital methods to map networks, analyze content and examine audience reactions. It explores the pros and cons of influencers` involvement in politics. On the one hand, influencers may strengthen democratic participation by engaging people who feel disconnected from traditional politics. However, they may also amplify polarization, spread disinformation, and contribute to distrust in democratic institutions. Ultimately, INFLUPOL aims to improve our understanding of how political influence operates in the digital age. As social media continues to reshape public debate, the influence of intermediaries such as influencers between politicians and citizens may have lasting consequences for democracy in Europe and beyond.