From TikTok to the ballot box: New Orleans influencers go political

The big picture: Content creators have been part of the good, the bad and the quirky the past few weeks in New Orleans.

• The political discourse online has also been heating up, with Gary Chambers, JD Carrere, Reggie Ford, Byron Cole and Alex Robinson having moments pop off on X, Instagram and TikTok.
• Plus, candidates are ramping up their social presence ahead of the Oct. 11 primary.

Zoom in: Helena Moreno's mayoral campaign has been actively reaching out to influencers for months. They've hosted "Creator Krewe" events as opportunities to get to know Moreno and make content with her.

• Lauren Loisel, founder and CEO of Delta Current Strategies, is the person behind that. She's also been involved in influencer campaigns for Young Democrats of Louisiana and other Democratic candidates.
• "Reach the voters everyone else ignores in the spaces other firms toss aside," her website reads.
• The goal is to reach Gen Z and millennial voters "in words they can understand" on platforms where they're at, Loisel tells Axios.

How it works: Loisel says her work focuses on building relationships with creators and getting to know them and what could resonate with their audience.

• "These creators have spent a lot time building platforms that they put a lot of work into being honest and giving their full, vulnerable self," she says, saying their audience can "see through the ads and promotions."
• Their political involvement is different from traditional advertising, Loisel says. The campaign doesn't control what the influencer says, and the influencer may or may not get paid.

The fine print: A Moreno campaign spokesperson says creators are volunteering their time and are not being paid.

• Oliver Thomas also is working with creators, and his site says the campaign isn't paying them either.

The other side: Social media influence doesn't always work in candidates' favor.

• Royce Duplessis came under fire last week from some influencers in response to talking points on his website about how to disparage Moreno and target Black voters.
• Go deeper from the Gambit.

What we're watching: Will the increased efforts to reach young people translate into better voter turnout?

• For the 2023 gubernatorial primary, Orleans Parish had 27% voter turnout.

What's next: Early voting starts Saturday. The primary is Oct. 11.