Albuquerque Mayoral Candidates Increasingly Rely on Social Media Influencers

Mayoral candidates in Albuquerque are increasingly collaborating with local social media influencers to reach voters, a trend experts say is driven by declining trust in traditional news sources and the ability to micro-target specific demographics.

Over the past several weeks, candidates have been appearing in content created by influencers – often featuring seemingly non-political activities like dining at local restaurants – to gain exposure on platforms where many voters are already spending their time. This strategy aims to capitalize on “incidental exposure,” reaching individuals who may have tuned out direct political messaging. According to research from the Pew Research Center, over half of Americans now get at least some of their news through social media.

“There’s an increasing recognition by political elites that influencers play an important role in sharing information,” said Jessica Feezell, an associate professor of political science at the University of New Mexico. “Especially to audiences that might not pay attention to traditional mainstream news.” Feezell noted that the ability to precisely target potential voters through data collected by these platforms is “unprecedented.” This shift in campaign strategy reflects a broader trend observed during the 2024 presidential election, where influencers played a significant role in shaping public discourse.

The growing reliance on influencers comes as political polarization and negative campaigning have driven some voters away from traditional news outlets. Understanding how campaigns adapt to these changing media landscapes is crucial for informed civic engagement. Officials have stated they will continue to monitor campaign finance regulations as these new forms of political advertising evolve.