Brand
Over 7,400 Influencers Apply For White House Accreditation
More than 7,400 content creators submitted applications for White House press credentials within 24 hours of the new administration announcing it would open briefings to non-traditional media.
Press Secretary Karoline Leavitt announced Tuesday, Jan. 28, that the White House would reserve space in briefings for “new media voices,” citing shifts in American news consumption. The policy change enables podcasters, bloggers, and social media influencers to directly question administration officials alongside traditional media outlets.
The initiative reflects the administration’s recognition that “millions of Americans, especially young people, have turned from traditional television outlets and newspapers to consume their news from podcasts, blogs, social media, and other independent outlets,” according to Leavitt’s statement during her first press briefing.
The move follows recent trends in political communication. The Democratic National Convention credentialed over 200 creators for election coverage last year, while NBC partnered with influencers to cover the Paris Olympics. President Donald Trump’s campaign notably leveraged podcast appearances with hosts like Joe Rogan, Logan Paul, and Theo Von to connect with young, male conservative voters.
Data from the Pew Research Center indicates that nearly 40% of adults under 30 now rely on influencers as their primary source for current events and political news. The Biden administration has previously engaged with digital creators, hosting over 100 influencers at the White House Creator Economy Conference and providing briefings on policy matters, including the Russia-Ukraine war.
According to Bloomberg, news outlets Breitbart and Axios were among the first to participate in the expanded briefing access. The White House is now processing applications through an online portal, allowing interested content creators to request credentials.