Political Campaigns Pay Social Media Influencers With Limited Disclosure

Social media influencers have become a target for campaigns and political groups seeking to advance priorities while limiting disclosure of funding sources. Last month a progressive influencer with 14.5 million TikTok followers posted an endorsement of Tom Steyer, the billionaire running for California governor as a Democrat.

The influencer stated he believed the candidate was different but did not mention in that post that the campaign was paying him $100,000. A few days before the endorsement video the influencer, who lives in Texas, had disclosed in another video that the campaign hired him to consult on issues related to Latinos.

That demographic is the main focus of his social media content. None of his subsequent dozens of posts promoting the candidate on TikTok, Instagram or Threads disclosed the paid arrangement. The payment was directed to a limited liability company in Texas.

The same company had previously been used by the influencer to receive a travel reimbursement from the Democratic Congressional Campaign Committee in 2024.

The arrangement offers a rare public look at pay-for-play practices on social media. Content creators and marketing firms are increasingly compensated to promote candidates or specific points of view. Requirements for disclosing such payments remain limited.

This form of advocacy falls outside traditional lobbying and campaign finance channels. It allows campaigns to reach younger and more online audiences who are less likely to respond to television advertisements or mailed materials. The practice has expanded as social media platforms have grown into primary information sources for many voters.

Campaigns and outside groups can use influencers to deliver messages in formats that appear more authentic to followers.