In recent years, social media influencers have become household names, commanding millions of followers across platforms like Instagram, Twitter, TikTok, and YouTube. While many know them as trendsetters in fashion, lifestyle, or entertainment, their role in politics is often overlooked — yet it is both powerful and profound.
Influencers have a unique ability to shape public opinion in ways traditional politicians and media outlets struggle to match. Unlike politicians who speak through formal channels, influencers connect with their audiences on a personal level. Their followers trust them as friends or role models rather than distant authorities. This trust gives influencers an unusual power to sway opinions, sometimes even voting behaviour, especially among young people.
Take, for example, the 2020 U.S. presidential election. Several influencers openly supported candidates and used their platforms to encourage voter registration and turnout. Studies from Pew Research show that young voters are more likely to be influenced by social media figures than traditional news sources. In Nigeria, too, influencers have played roles in recent elections by promoting civic awareness or critiquing policies — shaping political conversations in real time.
But this power comes with risks. Influencers are not always experts in politics or governance, yet their opinions can spread misinformation or deepen divisions. In some cases, political groups have paid influencers to push narratives, blurring lines between genuine advocacy and propaganda. This raises questions about transparency and accountability.
The challenge for society is clear: How do we harness the positive potential of influencers in politics while limiting harmful effects? Educating followers to critically evaluate online content is vital. Influencers, for their part, must recognise the responsibility they bear when entering the political arena.
In truth, social media influencers have become a hidden force in politics. Their impact is subtle but significant — quietly shaping minds and votes behind the scenes. As their influence grows, so too must our awareness of the role they play in democracy. Ignoring this reality would be a mistake we cannot afford.
For readers interested in further insights, see reports by Pew Research Center on social media’s role in politics and case studies of influencer campaigns during elections worldwide.
