Potential presidential candidates are operating like creators, with social video operations, podcasts, Substack accounts and merch stores ahead of 2028.
Why it matters: Politicians can build audiences, raise money and shape narratives nationally beyond traditional media interviews or ad campaigns.
Since changing its press rotation policies last year, the White House has ushered in smaller and creator-led outlets, many of which align politically with the administration.
Why it matters: Just as candidates are leaning into the creator model to reach younger audiences, so too is the Trump administration.
Left-leaning news organizations have gained momentum in Trump 2.0 with podcasts and digital outlets seeing stronger reach, funding and audience engagement.
Why it matters: It marks a reversal from Trump's first term, when conservative media dominated social distribution and audience growth.
