How the Rules of Influence Just Changed

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• CapCut launched CapCut Commerce Pro, which means that a new competitor for Canva and Adobe is in town.

• ‘For You’ feeds fail on US election night, offering outdated information and angering users.

We’ve just entered a new era of online influence, and the Trump campaign has proved that.

Now that the dust has somewhat settled, have you had a chance to catch your breath and get your head around what happened?

Wow.

The 2024 U.S. election has shown us how much things have shifted in online influence.

Trump’s campaign fully embraced independent media, and it paid off. They tapped into young men, leveraging influencers like the Nelk Boys, Adin Ross, and Joe Rogan.

This is not merely another strategy; it represents a significant change in the game. Creators, not traditional media, are now shaping public opinion. Trump’s campaign made big moves with younger men, especially those who usually lean left. A Wall Street Journal exit poll revealed that Trump won men aged 18-29 by 55-42, flipping the trend from 2020, when Biden had this group by 56-41.

But there’s one glaring issue: progressive creators just don’t have the same infrastructure or financial backing as their conservative counterparts. That’s creating a huge gap with far-reaching consequences.

Why Conservatives Are Winning:

Conservative creators have serious financial backing. Organisations like Turning Point USA and platforms like Rumble are investing heavily in conservative voices.

This financial muscle is reflected in the success of figures like Joe Rogan and the Nelk Boys, whose influence continues to skyrocket, backed by strategic partnerships.

Meanwhile, liberal creators are still trying to catch up. Conservative voices have built strong networks, collaborating across platforms and amplifying each other’s reach.

Key Takeaways for Creators and Marketers:

• Audience Demand for Depth: There’s a noticeable shift among audiences, especially young men, towards content that dives into personal development, philosophy, and optimizing life. The assumption that attention spans are shrinking? It’s outdated. People want substance.

• Shift in Advertiser Interest: Brands in the wellness space are following this shift, moving towards creators who promote discipline, growth, and wellness. This marks a huge departure from the entertainment-driven influencer partnerships of the past.

• Influence on Content Strategy: Creators across the board are pivoting their content to focus on self-improvement, productivity, and motivation, aligning with the growing demand for meaningful, long-form content. As progressive creators look to catch up, focusing on values-driven content could be the key to staying relevant in today’s rapidly changing political and social environment.

• Navigating Polarisation: Online audiences are more divided than ever, and creators need to be strategic about how they address social and political topics. Creators who don’t strike that balance risk alienating their audience. Trump’s success? A big part of it has been his ability to navigate these tricky waters, appealing to younger men and working-class voters across a range of demographics.

Creators who get this shift will be the ones who capture the attention of today’s audience.

Instagram

• has expanded post boosting to include more post types.

YouTube

• has made its Paid Promotion label available on both mobile and desktop.

TikTok

• released its Q5 marketing guide for the after-Christmas period.

• released a thought paper titled Unlocking business impact through personal and cultural relevance.

LinkedIn

• has made it easier to share posts with connections in DMs in its mobile app.

• added a new Lead Gen objective for Boosted Posts.

READ: How To Stand Out On LinkedIn. A quick explainer on how you can harness video on the platform.

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