American Bridge, a Democratic super PAC, is jumping into the 2022 midterm elections with an eight-figure paid media program that includes big investments in podcast and influencer media to brandish support for President Joe Biden’s economic agenda.
American Bridge’s six-figure influencer program runs paid digital ads behind content that it’s worked to make with creators on platforms like TikTok and Instagram and falls under the PAC’s total media investment. Most of these influencers have anywhere between 20,000 to 100,000 followers — making them microinfluencers — and have increasingly been called on by both Republican and Democratic campaigns and nonprofits over the last few years.
The creators tout strong followings in hotbed states like Arizona, Georgia, and Pennsylvania, American Bridge told The Verge.A spokesperson for American Bridge said that the goal of the program is to reach voters through typically nonpolitical channels and voices.
For example, musician Logan Alexandra wrote a song describing what Bridge said were the Biden administration’s accomplishments over the last few years. Another creator, Bethany Dani, plans to post a tutorial on the topic of how to make a face mask while explaining how the American Rescue Plan helped women throughout the pandemic, the spokesperson said.
