Trump Wins 2024 with Influencer Power

Influencer-backed strategy boosts support among young men, reshaping modern campaigns amid controversy.

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A custom-painted Cybertruck may not be the only thing President-Elect Donald Trump has been given by influencers.

Trump won the popular vote in the 2024 election on Nov. 5, marking the first time in 20 years that a Republican candidate has secured the popular majority. This shift in voter preference can be largely attributed to his strategic engagement of influencers across social media platforms as exit polls show a notable increase in younger voters, particularly young men. 

“I want to thank the Nelk Boys, Adin Ross, Theo Von, ‘Bussin' With the Boys’, and last but not least the mighty and powerful Joe Rogan,” Dana White, CEO of Ultimate Fighting Championship, who gave Trump a platform in the UFC and was one of his biggest supporters, said at Trump’s election party. 

Trump's campaign saw a significant surge in turnout among male voters. This demographic has traditionally leaned conservative but showed stronger support for the former president in the 2024 election. 

Trump secured 55% of the male vote, an increase from 53% in 2020, according to the Washington Post. However, the most dramatic shift was among younger men. In the 18-29 age group, 43% voted for Trump—a swing from 2020, when 36% of Gen Z males had supported Trump. 

“The rise of young American males in voting for Trump redirected a movement I thought towards socialism that was unstoppable,” Daniel Noonan, a Trump supporter, wrote on X. “Gen Z young men saved us. Thanks!”

Through his social media platforms, such as TikTok, Instagram, X, and Facebook, Trump has amassed over 200 million followers. Recognizing the power of platforms like these, Trump’s campaign built alliances with influencers specifically with a large following of younger demographics. 

This epiphany stemmed from Trump's youngest son Barron Trump, who is enrolled at New York University Stern School of Business, suggesting that his father take a ride on the podcast circuit. 

“Barron has been very involved in selecting or recommending a number of the podcasts that we should do,” Trump senior advisor Jason Miller told Politico Playbook Deep Dive. “Every single recommendation he’s had has turned out to be absolute ratings gold that’s broken the internet. He’s done a great job.”

The influencers Trump has been seen with have large followings among younger audiences, but many are controversial for their dismissive views on women, minorities, and marginalized groups. 

Notably, Joe Rogan, host of The Joe Rogan Experience, America's largest podcast, which resonates with a significant portion of young men, has been criticized for promoting divisive attitudes and harmful stereotypes.

In an episode of his podcast in 2013, Rogan discussed a story about seeing Planet of the Apes in a black neighborhood. 

“We walked into Planet of the Apes. We walked into Africa, dude,” Rogan said. “We walked in the door and there were no white people … Planet of the Apes didn’t take place in Africa.”

Then in a later apology video, he alluded to “trying to make the story entertaining” for his viewers, predominantly conservative white men. 

Despite the controversy, Trump’s success in securing the popular vote highlights a shift in political campaigning, with social media influencers helping reach voters who may have been harder to engage with through traditional methods. While effective in energizing support, this approach raises questions about the long-term implications of amplifying voices that may not align with broader societal values. 

Trump's ability to mobilize younger male voters suggests that future campaigns may increasingly rely on digital media and influencer culture, for better or worse.

“Trump immersed himself in creator culture,” said Brendan Gahan, CEO of Creator Authority, an influencer marketing agency. “[He] met them where they were and embraced their mediums.”