The White House has launched a series of dedicated “influencer briefings,” expanding beyond traditional press corps to engage social media personalities and independent content creators, per NBC News. 

Press Secretary Karoline Leavitt began the initiative on Monday, April 28, with a separate briefing for 10 influencers, following January’s announcement of plans to open White House access to non-traditional media.

“Tens of millions of Americans are now turning to social media and independent media outlets to consume their news, and we are embracing that change, not ignoring it,” Leavitt stated during her opening remarks. “All journalists, outlets and voices have a seat at the table now.”

NBC News identified 25 influencers who attended the first three briefings, reporting that all but one demonstrate explicit support for President Trump’s administration. Many participants maintain direct connections to Trump through previous employment or personal relationships.

Attendees included former Trump press secretary Sean Spicer, former Treasury Department official William Upton, and 18-year-old Bo Loudon, who describes himself as Barron Trump’s “best friend.” Other participants included conservative meme creators Grant Godwin and Rogan O’Handley, conspiracy theorist Dom Lucre, and former Fox News host Eric Bolling.

The White House defended its approach as democratizing access. “The legacy media has had access to all open press events for decades, now new media gets access too,” a White House official said in a statement, noting the briefings are livestreamed publicly.

Deputy Communications Director Kaelan Dorr challenged critics, stating, “The legacy media is furious that information flow is not exclusive to them anymore. We will ALWAYS find ways to meet people where they are.”

Shifts in Media

The initiative follows data showing Americans increasingly consume news through digital channels. Pew Research indicates nearly 40% of adults under 30 rely on influencers as their primary news source.

The Biden administration previously engaged with content creators, hosting over 100 influencers at the White House Creator Economy Conference. The Trump administration’s approach, however, represents a more structured integration of digital personalities into official White House communications.

According to Jackson Gosnell, who attended the April 28 briefing, invitations came through an online application form, and questions were not screened in advance.