Politicians quietly bankroll influencers as paid political endorsements surge online
What's the story
Social media influencers have become a major target for political campaigns and groups looking to push their agendas without revealing the source of their funding. The trend was recently highlighted by Carlos Eduardo Espina, a progressive influencer with 14.5 million followers on TikTok. He recently endorsed Tom Steyer, a billionaire and Democratic candidate for California governor, in return for $100,000 from his campaign.
Disclosure
Espina's endorsement of Steyer
In his endorsement speech, Espina said he believed Steyer was different and genuinely wanted to serve the people of California. However, he did not disclose that he was being paid $100,000 by Steyer's campaign for his endorsement. The fee was hidden in campaign finance records as a payment for "strategic advice and campaign surrogacy."
Background
Espina's political involvement
Espina, who lives in Texas, had earlier said he was hired by Steyer's campaign to consult on Latino issues. These are the same issues he often discusses on his social media accounts. Notably, this isn't Espina's first political involvement. He was also paid by the Democratic Congressional Campaign Committee in 2024 through a limited liability company in Texas for travel reimbursement.
Trend
The trend of pay-for-play social media
Espina's case highlights the growing trend of pay-for-play social media, where content creators and marketing firms are paid to promote candidates or viewpoints. This practice is not regulated like traditional lobbying and campaigning, but it does target younger audiences who are less likely to be influenced by TV ads or glossy mailers.