Social media influencers helping boost Mayor Johnson's online presence; some question transparency

CHICAGO (WLS) -- Social media influencers are emerging as a potential force in the upcoming mayoral race, even as Mayor Brandon Johnson has yet to announce whether he will seek reelection.

Their growing role in promoting Johnson's agenda is prompting questions about transparency in political messaging online.

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In traditional political advertising, TV commercials must disclose who paid for them. But while social media platforms have varying rules for sponsored content, there is no federal regulation governing political influencer posts.

Rachel Cohen, a social media influencer with more than 700,000 followers, has begun volunteering her time to help Johnson shape his message. Johnson has not said if he will run again, but Cohen said her support stems from her belief in his leadership.

"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."

Some influencers, however, are raising concerns about the lack of disclosure requirements for political content.

Kaitlyn Hennessy, a California-based influencer who researches political campaigns, said the absence of clear rules makes it difficult to know who is being elevated and why.

"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."

"As our sort of communications environment emerges and changes, I don't see why at some point that type of disclosing wouldn't be necessary. I think that there's some value in people knowing who's responsible for what," Johnson said during a news conference Wednesday.

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.