The Death of Celebrity Endorsement: How Authentic Voices Are Reshaping Public Influence
When Beyoncé and other celebrities endorsed Kamala Harris's campaign in last week’s US Election, something remarkable happened: nothing.
Her support and that of other film, TV and music celebrities, including Taylor Swift, Cardi B, Bruce Springsteen, George Clooney, Robert DeNiro, Harrison Ford and others secured immediate headlines and interest spikes on social media, but beyond, after the election, appear to have barely moved the needle for Harris, Walz or the Democrats.
For decades, celebrities, whether in the US or other markets have generally supported liberal political candicdates. Media and news outlets often waited and teased the public and staff working on campaigns worked tirelessly to get those endoresmemnts, which often meant valuable headlines through which they could make sure that their candidate had maximum exposure and reach to prospective voters..
But, in the last few decades, the media landscape has changed around the world. The rise of digital and social media fifteen to twenty years ago has changed how people get their news. Legacy media has been disrupted, and the level of trust in them eroded, and some political parties have struggled to change their communications and engagement strategies.
Just a few days ago, I was listening to Gabriel Gatehouse’s The Coming Storm BBC Podcast, which looked into Why Trump Won (and Why Harris Lost). Recorded with the Americast team, Gabriel and the team dived into many of the reasons why Harris lost and Trump won. One key area was their respective messaging, communications and engagement strategies.
While the Democrats used the celebrity endorsement playbook, once a cornerstone of influence strategy, the GOP didn’t have the Hollywood VIP address book. Instead, they opted for investing time on Podcasts and alternative news outlets, where they new their target audience spent time listening to and trusting. Media consumption behaviours changed, and the GOP capitalised on this.
Having worked with brands and celebrities in film and sports and spent time watching the evolution of both the media landscape and the way in which people consume news, I’ve found the shift with fascination.
The Great Authenticity Reset: Why Hollywood Lost Its Political Midas Touch
The digital age has ushered in a new cadre of influencers who command vast, engaged audiences. Podcasters such as Joe Rogan have become pivotal in shaping public discourse. Rogan’s extensive reach and perceived authenticity provided a platform that resonated with many GOP voters, especially young men.
The Trump team, which historically has had a negative view of the ‘mainstream media,’ saw how audiences were moving to alternative channels such as podcasts, which also have not been as restricted in what they can or cannot say or broadcast.
Over time, podcasters have grown and become more influential because they have been able to share messages that were more relatable.
In contrast, the Democrat's campaign focused on securing influence from established celebrities, and this only became news during the campaign. Their engagement strategies with alternative digital influencers has been less pronounced and succesfulful, potentially missing opportunities to tap into these influential networks.
The New Power Brokers: How Digital Intimacy Trumps Star Power
The real story of the 2024 election isn't just about who won - it's about how they won.
Donald Trump's strategic appearances on podcasts and digital platforms demonstrated an understanding of something fundamental: in today's landscape, perceived authenticity ‘trumps’ polished celebrity. Authenticity and relatability matters.
I've observed this transformation firsthand. When delivering advice, I increasingly find myself redirecting campaign decision-makers away from celebrity endorsements towards partnerships with podcasters and content creators who possess something more valuable than fame: credibility within their communities.
In his latest article on Substack (thanks to Global Corporate Venturing’s Jim Mawson for sharing), European political economy and geoeconomics commentator Simon Nixon talks about The Podcast Election, sharing insight on how “Donald Trump was able to win while almost entirely shunning the mainstream media, other than his comfort zone of Fox News, choosing instead to go on about 20 podcasts, particularly those popular with younger men.”
Nixon also states, “The median age of the main US news networks are now well into their late sixties.”
Democrats went all in for star power, ignoring the shift in media consumption habits. But why?
Was it laziness? Did they look down at demographic groups that didn’t agree with their fundamental views? Were they trapped in a bubble where Hollywood or New York bubble in which celebrities were publicly stating what many knew? If so, they forgot to listen to their supporters and those with different opinions, which is interesting given that Trump won over right-leaning Democrats.
Listening is critical, and maybe the Dem strategists failed. They went for a drag-net approach with start power, ignoring the hyper-local reach that Podcasters have and GOP exploited.
The Numbers That Should Wake Up Every Boardroom
Consider this paradox: while 34% of Gen Z voters might be swayed by Taylor Swift's endorsement, the demographic that decides elections - working-class voters across the heartland - increasingly view celebrity endorsements with scepticism, even hostility. This isn't just about politics; it's a crucial lesson for any organisation seeking to influence public opinion.
Think about this with these additional facts from the Reuters Institute for The Study Of Journalism 2024 Digital News Report: trust in news remains at 32%, and 48% get their news from social media, while 44% of those questioned in the survey have listened to podcasts in the last month.
Strategic Imperatives for the New Age of Influence
For leaders navigating this shifted landscape, I recommend four critical adaptations:
1. Embrace Digital Intimacy
Don't just seek reach; pursue resonance. A podcast appearance that allows for genuine conversation will typically yield better results than a polished celebrity endorsement. Relatability is critical today.
2. Authenticity as Currency
In my discussions, I often say: "Your most valuable influencer might be someone most of your executive team has never heard of." The key is finding voices that naturally align with your message, not those that can be bought to deliver it.
3. Data-Driven Authenticity
Use analytics not just to measure reach but to understand engagement quality. The metrics that matter aren't followers but conversation depth and community trust.
4. Cultural Consciousness
Your influence strategy must reflect a deep understanding of your audience's cultural context. This isn't about demographic targeting; it's about cultural resonance.
Looking Ahead: The Future of Influence
As we digest the lessons of 2024, one thing is clear: the future belongs to authentic voices who build genuine connections with their audiences. This represents both a challenge and an opportunity for business and political leaders alike.
The question is no longer ‘Which celebrity should we partner with?’ but rather ‘How do we build authentic relationships at scale?’
Those who master this new paradigm won't just succeed; they'll redefine what influence means in the digital age.
