Democrats grant special convention access to more than 200 content creators

More than 200 digital content creators will attend the Democratic National Convention in Chicago this week with dedicated “creator credentials” that will grant these influencers special access to the party’s convention.

“Bringing creators to our convention will multiply our reach and ensure that everyone can witness democracy in action,” Cayana Mackey-Nance, director of digital strategy for the Democratic National Convention Committee, said in a statement to CNBC.

Creators are individuals who make money by posting content on the internet that advertisers pay to sponsor. They make no pretense of being politically nonpartisan, and they do not adhere to the traditional code of journalistic ethics.

The decision to formally elevate a dedicated group of creators is a first for a Democratic nominating convention.

It is also a window into the priorities driving the innovative media strategy that Vice President Kamala Harris’ presidential campaign has executed in its first month.

About one-third of adults under age 30 say they regularly get their news on TikTok, according to Pew Research Center. These younger adults are a crucial demographic for Democratic candidates, helping the party to offset the GOP’s typical dominance among voters over 65. In 2020, President Joe Biden carried voters under 30 by a whopping 24 percentage points.

The convention committee is providing these creators with exclusive access to the week’s events and guests. It will also have full-time staff working closely with the creators to help facilitate their engagement with the Harris campaign and the DNC’s digital partnerships team.

The DNC has even built a raised platform on the convention floor so that creators will have a dedicated space to engage with the event. Similar to traditional television network platforms, this one is specifically for creators to produce content, take selfies and interview attendees.