In a private group chat in June, dozens of Democratic political influencers discussed whether to take advantage of an enticing opportunity. They were being offered $8,000 per month to take part in a secretive program aimed at bolstering Democratic messaging on the internet.
But the contract sent to them from Chorus, the nonprofit arm of a liberal influencer marketing platform, came with some strings. Among other issues, it mandated extensive secrecy about disclosing their payments and had restrictions on what sort of political content the creators could produce.
In their group chat, influencers debated the details.
“Should we send a joint email (with all of our email addresses) … or, are we just going to send things separately and hope they change everything for everyone?” Laurenzo, a nonbinary creator in Columbus, Ohio, with over 884,000 TikTok followers, asked the group. Some joked about collective bargaining. “Any Newsies fans here?” Eliza Orlins, a public defender and reality TV star known for her appearances on Survivor, posted in the group. “‘We’re a union just by sayin’ so!’”
The influencers in the chat collectively had at least 13 million followers across social platforms. They represented some of the most well-known voices online posting in support of Democrats, and they’re key to wherever the party moves next. But ultimately, the group didn’t make much progress.
“Reading through this revised Chorus contract like: you win some, you lose some,” a reproductive justice influencer named Pari, who posts under the handle @womeninamerica, responded later in the thread. “I also think there’s at least 4 other things that should change 🤣but the vibe I got from their email was that there would be minimal, if any, changes.” (Laurenzo, Orlins, and Pari did not reply to requests for comment.)
“I don’t feel strongly about pushing tbh,” Aaron Parnas, a Gen Z news influencer who has been called the Gen Z Walter Cronkite and has been lauded in legacy media outlets, posted to the chat. “They aren’t going to modify it anymore. Seems like a take it or leave it.” (Parnas declined to comment.)
“I believe we are in Stage 5: Acceptance,” Pari responded. Creators began signing on to the deal.
For years, Democrats have struggled to work with influencers. In 2024, President Joe Biden’s White House snubbed several prominent content creators after they lightly criticized the administration over its policies on climate change, Covid, Gaza, and the TikTok ban. Content creators who challenged Kamala Harris—including Hasan Piker, a well-known influencer on the left—were similarly unwelcome at campaign events.
After the Democrats lost in November, they faced a reckoning. It was clear that the party had failed to successfully navigate the new media landscape. While Republicans spent decades building a powerful and robust independent media infrastructure, maximizing controversy to drive attention and maintaining tight relationships with creators despite their small disagreements with Trump, the Democrats have largely relied on outdated strategies and traditional media to get their message out.