CHICAGO () — As Chicago looks ahead to its next mayoral election cycle, social media influencers are beginning to surface as a potentially powerful player — even though Mayor Brandon Johnson has not yet publicly said whether he plans to run for another term.
Their increasing involvement in amplifying Johnson’s message and policy priorities is fueling a broader debate over transparency, political influence and how campaign-style messaging spreads online.
In conventional campaign advertising, television spots are required to tell viewers who funded them. Online, however, the rules are far less uniform. Social media companies each set their own standards for sponsored posts, and there is currently no federal rule specifically regulating political content shared by influencers.
Rachel Cohen, a social media creator with an audience of more than 700,000 followers, has started volunteering to help Johnson refine and share his message. While the mayor has not announced a reelection bid, Cohen said her backing comes from a genuine confidence in his approach to governing Chicago.
“Because I love the mayor, I believe in his policy platform deeply,” Cohen said. “And it’s important to me that people understand the things that he has accomplished, and also that they recognize just how rare it is to have a politician who cares this deeply about the city.”
But as influencer-driven political messaging becomes more common, some content creators and campaign observers say the lack of disclosure requirements leaves voters with unanswered questions.
Kaitlyn Hennessy, a California-based influencer who studies political campaigns, said the absence of clear guardrails can make it hard for the public to understand why certain voices are being boosted and what relationships may be shaping the message.
“With an influencer now, without these rules and laws about transparency, it calls into question who’s getting platformed, how their message is getting out there and how those influencers are able to convey that message,” Hennessy said.
Hennessy reviewed Johnson’s recent social media activity after he stated that those posting about him were not paid but acting organically. She said she noticed “a significant uptick in the number of influencers,” including some from out of state, “trying to humanize, trying to make Brandon Johnson seem cool.”
The 2024 Democratic National Convention highlighted the growing importance of influencers and content creators, who can amplify political messages as more people turn to social media for news.
Johnson’s campaign has previously engaged with influencers, including arranging a Bears-related interview with a California creator known as Josh the Progressive. The campaign also sponsored the Black Christian Influencers conference in Chicago for $7,000 – moves that could help bolster Johnson’s image ahead of a potential 2027 run.
Cohen said influencers could help Johnson reach voters who may not be aware of his record.
“Specifically with Mayor Brandon Johnson, I do think social media influencers can play a huge role in improving his poll numbers because I think those poll numbers are artificially low because people do not know what he’s been up to, what he’s accomplished and what he would like to accomplish going forward,” she said.
Johnson has said he is in no rush to announce his reelection plans.
Meanwhile, Secretary of State Alexi Giannoulias has scheduled what his campaign is calling a “special announcement rally” Sunday in Bronzeville. Many expect he will declare his intention to run for mayor.
