American Bridge, a Democratic super PAC, is launching into the 2022 midterm elections with an eight-figure paid media program that includes big investments in podcasts and influential outlets to show support for President Joe Biden’s economic agenda.
American Bridge’s six-figure influencer program runs paid digital ads behind content it has worked to create with creators on platforms like TikTok and Instagram and is included in the PAC’s total media spend. Most of these influencers have between 20,000 and 100,000 followers, making them micro-influencers, and they are being asked for more. both for republicans Y democratic campaigns and non-profit organizations in recent years. The creators tout a large following in hotbed states like Arizona, Georgia and Pennsylvania, American Bridge said. the edge.
An American Bridge spokesman said the goal of the program is to reach voters through typically non-political channels and voices. For example, Logan Alexandra musician wrote a song describing what Bridge said were the achievements of the Biden administration in recent years. Another creator, Bethany Dani, plans to post a tutorial on how to make a face mask as she explains how the American Rescue Plan has helped women during the pandemic, the spokesperson said.
Allyson Marcus, political director of American Bridge, believes the program will help Democrats mobilize women voters in the midterm elections. “Women voters were the key to democratic victories during the Trump era and to electing President Biden,” Marcus said. the edge. “We want to make sure that these women continue to hear positive information about what the president and his administration are accomplishing, and that they will vote Democratic in the midterm elections.”
During the 2016 presidential election, the gender gap among voters was much smaller than in 2020, according to a recent study by the Pew Research Center. While support for Biden over Hillary Clinton grew among men during the last election, women’s support for former President Donald Trump grew by about 5 percent, according to the study.
When asked what makes a paid influencer campaign like American Bridge’s successful, Marcus said, “We’re looking at engagement, stats, and benchmarks like that. We are seeing how the comments are. And above all, I think what’s unique about our show is that we’ve built really strong relationships with these creators.”