Donald Trump’s 2024 campaign strategically embraced the power of the “manosphere”—a network of male influencers who dominate platforms like podcasts and social media streams. Figures like Adin Ross, Andrew Schulz, and Joe Rogan have significant sway over young, conservative audiences, especially those who consume news through digital content.
By engaging with these influencers, Trump tapped into a new, influential voting base, connecting with millions of young voters who typically bypass mainstream media.
Trump’s decision to appear on popular podcasts and streams allowed him to reshape his image for younger, more skeptical voters. By aligning with humor-driven figures who often downplay controversial views, he softened his extremist stances, making them more appealing.
This strategic move helped drive voter turnout, especially among men under 30, who showed strong support for Trump in exit polls. It also revealed how influencers could be used to galvanize support in a way traditional media could not.
For marketers, Trump’s use of influencers raised concerns about the unpredictable nature of digital marketing. The rapid pace of online culture means influencer partnerships can quickly yield both positive and negative results.
Trump Taps Into the Power of the Manosphere to Shape 2024 Campaign and Engage Younger Voters
With many influencers becoming more politically vocal, marketers face a dilemma in deciding whether the potential reach justifies the risks, especially when these influencers may generate controversies that reflect poorly on the brands they promote.
The growing influence of creators reflects a broader shift in how people consume information. As younger generations increasingly turn to digital creators rather than traditional media outlets, marketers must rethink their strategies to connect with these audiences.
Although it’s challenging to directly correlate influencer content with specific actions like voting, it’s clear that influencers hold significant power in shaping public opinion and behavior, a power that Trump capitalized on during his campaign.
Looking ahead, brands will need to approach influencer marketing with greater caution. They will have to be more selective about the creators they work with, considering the potential for controversy and the risk of being associated with politically charged personalities.
Successful marketing in the future will require deeper, more genuine relationships with creators, as brands seek to reach younger, more skeptical consumers who value authenticity over traditional advertising.
