Candidates in both parties are increasingly turning to internet personalities to reach younger voters ahead of the 2026 midterms, but early tests suggest viral reach does not always translate into votes.
Democratic Senate candidate Abdul El-Sayed has leaned into online creator culture as he campaigns in Michigan’s 2026 U.S. Senate primary. In early April, political streamer Hasan Piker joined El-Sayed on the trail, including a stop at the University of Michigan in Ann Arbor, where the two drew young supporters who lined up for photos after the event.
Piker, a prominent left-leaning commentator, has built an audience of nearly 10 million followers across major social platforms. El-Sayed has argued that Democrats should not avoid the spaces where younger voters get political information, even if the messengers are controversial.
Michigan’s primary is scheduled for Aug. 4. El-Sayed’s campaign said the April appearances produced an initial bump in volunteer sign-ups and fundraising in the days after the events were announced.
Piker has since voiced support for other Democrats. NPR reported that several of the candidates he promoted later won primary contests, including Adam Hamawy in New Jersey’s 12th district and Chris Rabb in Pennsylvania’s 3rd district.
Still, strategists and recent election results suggest influencer attention can be a blunt tool—especially in state and local races where a creator’s national fan base may include relatively few eligible voters in a specific district. Republican strategist Eric Wilson told NPR that slicing a massive online following down to a state’s primary electorate can mean “the juice isn’t worth the squeeze,” even if the visibility and fundraising benefits are real.
Other recent campaigns cited by NPR underscore the limits. In California’s race for governor, Democrat Tom Steyer spent tens of thousands of dollars on paid partnerships with political influencers but did not advance to the general election. In Los Angeles, Republican Spencer Pratt expanded his already sizable online presence and went viral repeatedly while running for mayor, including an appearance on Joe Rogan’s podcast, but he also fell short at the ballot box.
Inside the Democratic Party, the debate has sharpened over whether candidates should embrace Piker given backlash over past comments, including statements criticizing Israel and a remark in a recent interview that drew condemnation. Supporters of partnering with him argue he can help rebuild connections with younger voters; critics question whether the controversy outweighs the upside.
