Democratic Strategies Need to Evolve to Win

It’s time to move beyond focusing on TV, traditional digital, and non-scalable grassroots work from the 1950’s. Social voices is the present and there is need for always-on marketing tactics that reach people where they are.

  • In 2025, US monthly social users will reach 236.4 million, exceeding the 228.6 million linear TV viewers.

  • 58% of Americans get news from a digital device compared to only 32% who get it from TV, while over 54% get at least some news from social media.

  • Door knocking and phone banking isn’t scalable, typically only reaches older retired audiences, and/or isn’t where people want to engaged.

  • Due to data privacy regulations, ad blockers and more, digital advertising effectiveness has declined by as much as 65%. (Wharton)

What This Organization Is Doing

We invest in continuous efforts to audiences in mediums that aren’t “politically coded” – with persuasive, authentic, and entertaining messages from relatable trusted messengers.

Our 2025 plans:

  • Growing our collective of authentic, trusted local social media influencers (focused on battleground states) across a variety of verticals

  • Identifying and developing a new generation of cutting-edge social media voices who reach the masses.

  • Designing and executing local influencer programs year round tailored to specific needs, always being fluid in messaging as needs change.

  • Creating needed messaging frequency in non-traditional spaces, to counter the far-rights hold in these spaces and take over share of voice.

  • Supporting other organizations with best practices education, as well as  with messaging direction from our and our partner’s extensive research.

Why Trusted Local Influencers at Scale?

Local trusted influencers are the most trustworthy voices and can reach audiences where they are with authentic messaging. Activating these influencers at scale focused on large groups of nanos and micros, generates a high view frequency, driving audiences to take action.

  • The average internet user considers user-generated content 2.4 times more authentic than branded content (Nielsen)

  • Local, community creators considered 22% more trustworthy than government leaders and 17% more trustworthy than journalists (Edelman)

  • 65% of Americans turn to social media to decide about political and social issues (Pew)

  • 48% of Gen Z and 36% of Millennials never turn to TV for news or information (Morning Consult)