During his 2024 campaign, Donald Trump adopted a new political strategy by aligning himself with powerful influencers like Elon Musk, Joe Rogan and Peter Thiel. Unlike traditional political endorsements or party strategies, Trump’s approach has marked a significant shift in how candidates can reach the public directly through influential figures who enjoy large and loyal followings.

This strategy leveraged the reach of these influencers to engage new audiences, particularly younger and independent voters, creating a “D2C politics” model that bypassed traditional media and party structures. By leveraging these prominent voices, Trump not only revitalized support within his base, but also expanded it to include groups that had not previously engaged with his campaign, including Latinos and some Afro-American voters. -Americans.

For this campaign, Trump capitalized on the unique reach of individuals who cultivated credibility with specific audiences. Joe Rogan, the host of the wildly popular podcast “The Joe Rogan Experience,” engages millions of listeners with his direct, unfiltered discussions, which appeal to younger, individualistic voters who often view mainstream media with skepticism. By connecting with this audience through Rogan, Trump was able to reach people who otherwise might feel disconnected from politics, let alone a candidate from a traditional conservative party.

Perhaps the most influential of these allies was Elon Musk, whose support on his own platform, X (formerly Twitter), reshaped the way Trump’s messages reached the public. Musk’s endorsement wasn’t limited to statements of support; he used his position as owner of the platform to amplify Trump’s message, sometimes even circumventing normal content limitations. This is a striking change from 2021, when Trump was banned from Twitter during the final days of his term. At that time he had more than 88.9 million followers.

Musk’s involvement allowed Trump to reach more than 200 million users (Musk’s follower count is 203 million), giving him direct access to a younger, tech-savvy demographic that values ​​the ideals of free speech and Musk’s entrepreneurial perspective. This influence extended far beyond Musk’s immediate supporters, reaching millions of people who may not have searched for political content or even supported Trump in the first place. Musk’s ownership of the platform itself raises complex questions about the power of individuals over public discourse, as well as the influence of platform owners over elections.

And apparently it works both ways. Shares of Tesla jumped 12% in premarket trading after the earnings release, translating into a roughly $100 billion increase in market capitalization. On Tuesday, Trump named Musk to head a department focused on government efficiency.

One of the most notable results of this influence strategy has been its effectiveness in reaching nontraditional conservative voters, particularly within the Latino and African American communities. The Trump campaign, aided by this new “D2C politics” model, delivered messages that addressed issues directly relevant to these communities, from economic opportunity to questions of individual liberty. Influencers offered a sense of authenticity and relatability that traditional political channels often lack, allowing Trump to appeal to minority voters in a way that was previously difficult for his campaign.

Bypassing conventional media, this D2C approach effectively mirrors digital marketing strategies used in consumer industries, where brands reach customers directly through trusted voices. This allowed Trump to connect with audiences historically indifferent or opposed to his agenda, creating new avenues of support among demographic groups that felt neglected by traditional political messages.

This growing influence of individuals in politics raises important questions about the future of democracy. As recently as 2018, a storm erupted following the revelation that Facebook shared data with Cambridge Analytica, which used it to psychologically target voters during Trump’s 2016 presidential campaign. The company was also accused of interference in the Brexit referendum.

Facebook CEO Mark Zuckerberg testified before the US Congress and the company apologized for its role in data collection. Facebook was fined $5 billion by the Federal Trade Commission due to its privacy violations. The company also paid a £500,000 fine to the UK Information Commissioner’s Office for leaking its users’ data. Cambridge Analytica has filed for bankruptcy. Clearly, all this water is now under the bridge.

Trump’s campaign demonstrated that tech moguls, podcast hosts and investors now wield considerable power over public opinion, often rivaling that of traditional media or the political party apparatus. The intertwining of political support and ownership of digital platforms, as seen with Musk, portends a future in which platform biases could influence election outcomes, sparking discussions about the need for new regulations to ensure a fair political discourse.

The implications extend beyond the United States, as countries like India are seeing similar trends where influencers exert influence over public opinion. In regions with large youth populations or growing social media use, influencer-led politics could redefine how campaigns engage voters. To maintain a balance between freedom of expression and equitable political influence, democracies around the world may need to consider regulatory frameworks that prevent potential abuses of power by platform owners while preserving the freedom of expression.

Trump’s 2024 campaign illustrates how influencer support and platform power are reshaping political strategy.

Lloyd Mathias is a business strategist and independent director. The opinions expressed are personal