American Bridge, a Democratic super PAC, is jumping into the 2022 midterm elections with an eight-figure paid media program that includes major investments in podcast and influencer media to bolster President Joe Biden’s economic agenda.
American Bridge’s six-figure influencer program runs paid digital advertising behind content it’s created with creators on platforms such as TikTok and Instagram and falls under the PAC’s total media investment. Most of these influencers have between 20,000 and 100,000 followers – making them micro-influencers – and have been increasingly used by both Republican and Democratic campaigns and nonprofits in recent years. The makers have strong followings in hotbeds like Arizona, Georgia and Pennsylvania, American Bridge said The edge†
An American Bridge spokesperson said the program’s goal is to reach voters through typically non-political channels and votes. For example, musician Logan Alexandra wrote a song describing what Bridge said the Biden administration’s achievements have been in recent years. Another creator, Bethany Dani, plans to post a tutorial on how to make a face mask while explaining how the US rescue plan has helped women during the pandemic, the spokesperson said.
Allyson Marcus, American Bridge’s political director, believes the program will help Democrats mobilize female voters in the midterm elections. “Women voters were key to Democratic victories during the Trump era and to President Biden’s election,” 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 achieving, and that they will vote up and down for Democrats 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 from the Pew Research Center† While support for Biden over Hillary Clinton grew among men in the last election, former President Donald Trump’s support of women grew about 5 percent, the study said.
When asked what makes a paid influencer campaign like American Bridge’s successful, Marcus said, “We look at engagement, metrics, and benchmarks like that. We look at the response. And most importantly, I think what’s unique about our program is that we really built strong relationships with these creators.”
Correction April 18, 2022 at 3:25 PM ET: American Bridge’s paid media program has a total of nine figures, not eight figures as originally reported in this story.