Political commentary occurs regularly on social media. From politicians and parties promoting their platforms to journalists sharing day-to-day news and everyday people sharing their thoughts, there is no shortage of online content commenting on what governments are doing, aren’t doing and should be doing.

A recent development has been the rise in online content creators, which has become a profession in and of itself. And social media influencers — those content creators who have developed a brand persona around their popular social media accounts — have plenty to say when it comes to politics. They promote politicians, encourage voting, comment on social issues and share political news. They can also be involved in disinformation and foreign interference campaigns.

Our recent report, Influencers and Elections: The many roles that content creators play in elections, looks at the blurred lines between influencers and advertisers, celebrity endorsers, campaign volunteers, media outlets, data brokers, journalists and lobbyists, and the impact this can have on election outcomes.

Influencers play multiple roles in the political communication ecosystem, acting in ways similar to celebrities, journalists, advertisers, activists and others.

Influencers might be paid for the content or endorse political campaigns voluntarily. Some interview politicians or produce their own commentary. And others express political views independently, without any formal political ties.

These increasingly........

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