In recent years, the role of social media influencers has extended beyond brand endorsements and lifestyle content, entering the realm of political discourse. While much of the conversation around influencers and politics focuses on concerns such as misinformation and polarisation, new research highlights the potential of influencers to positively impact political engagement.
Hanna Reinikainen is a postdoctoral researcher at the University of Helsinki, and one of the authors behind the article “Lighting the participatory spark? The role of social media influencers in initiating political participation”, recently published in Nordicom Review. We met with her to discuss the article and the intersection of social media and politics.
“There are huge concerns that influencers might spread disinformation or radical ideologies. But at the same time, there’s this hope that they could contribute positively to political participation, making political issues more relatable to young people”, says Reinikainen.
The Role of Influencers in Political Awareness
The authors suggest that influencers can serve as gateways to political engagement. By discussing political topics on their platforms, influencers have the potential to spark interest and awareness among audiences who may not have previously been politically active.
“We don’t necessarily suggest that when influencers discuss politics, their followers immediately rush to the voting booths. Rather, it happens in steps: First comes awareness and interest, and later, this may manifest as participation in political behaviour such as voting or joining a demonstration”, she explains.
The idea that influencers primarily focus on fashion, popular culture, and personal branding is a common misconception. According to Reinikainen, political content is more prevalent among influencers than many assume, and this is not a phenomenon unique to Finland – the country studied in the article.
“Studies from other countries show similar results. The influencer sphere has always been political in some way, it just hasn’t always been perceived as such”, she notes.
The increasing visibility of political content among influencers coincides with global events that have heightened political awareness.
“The first wave of Covid-19 was a turning point. Many influencers started questioning the relevance of their content and looking for ways to create more meaning. In the United States, the Black Lives Matter movement was another pivotal moment, prompting many influencers to speak out”, says Reinikainen.
Finland in a Nordic Perspective
While the study focuses on Finland, Reinikainen believes the findings are applicable across the Nordic countries.
“We see a lot of similarities in how influencers balance personal, political, and commercial interests, Sustainability influencers and green influencers, for example, are strong phenomena in all Nordic countries”.
One defining characteristic of Nordic audiences is their tendency to hold influencers accountable. Audiences in this region expect influencers to be transparent about their affiliations and standpoints. Regulation and legislation around influencer marketing are also quite similar across the Nordics. But of course, there are differences as well, for example, when it comes to geographic location.
“In light of ongoing geopolitical uncertainty, influencers – maybe in Finland in particular – face questions about how to discuss these issues with their followers and create spaces where people feel safe to reflect on and engage with these complex topics”, she adds.
The Future of Political Influencing
Looking ahead, Reinikainen anticipates that political discussions among influencers will continue to grow. She also notes that political institutions are becoming increasingly interested in partnering with influencers to communicate their messages.
“For example, the White House now reserves front-row seats for influencers at press briefings. This signals a shift in how governments perceive influencers as key players in political communication”, says Reinikainen.
However, this development raises concerns about the problems arising when governments surround themselves with influencers who avoid critical and difficult questions
“This is not necessarily a direction that I think the Nordic countries will go – I believe our governments still have very strong beliefs in the media systems”, she continues.
But there is possibly also a counter-trend emerging, where some influencers may choose to steer away from political content due to audience fatigue. People are exhausted by constant political discussions and may seek content that provides escapism.
“So, we might also see the opposite trend, where influencers turn away from politics, creating a safe haven of cheerful content – something their audiences increasingly crave in a world marked by uncertainty and political tension”, she concludes.
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“Lighting the participatory spark? The role of social media influencers in initiating political participation”
