As California approaches its November 3 ballot, the debate over Proposition 40—a proposed one-time 5% tax on the assets of the state’s roughly 200 billionaires—is increasingly playing out on social media platforms, with paid influencers becoming significant voices in the political discourse.

Proposition 40 seeks to impose this new tax to raise funds for public services, but it faces opposition supported by at least $350 million in contributions from wealthy donors, including Google co-founder Sergey Brin. Groups like Building a Better California have backed both the anti-tax campaign and related propositions, 41 and 42, which could nullify the billionaire tax if passed.

Campaigns on both sides are turning to social media influencers to reach voters, often compensating them for posts that endorse their positions. Bartley Chavez, a California mother and Instagram creator with nearly 50,000 followers, openly disclosed being paid by the campaign opposing Proposition 40. In an October video, she cautioned against what she called “experimenting” with California’s economy, sparking mixed reactions from her audience.

On the other side, political influencer Leigh McGowan, who commands an audience of about 8 million across platforms, supports the tax and has received payment for related posts. “No one is punishing the rich,” McGowan said in sponsored content, endorsing the tax as a necessary contribution by billionaires.

The role of influencers reflects a broader shift in political advertising. California is projected to lead the nation in political ad spending for the 2026 cycle, with nearly $1 billion expected to be spent, including more than $114 million on digital platforms such as Facebook, Google, Snapchat, and X (formerly Twitter). Campaign strategists highlight that influencers can cut through public distrust in traditional media by delivering messages perceived as more authentic and relatable.

However, the extensive use of influencers raises concerns about transparency and the complexity of online political communication. Influencers receive varying levels of compensation—ranging from a few hundred to tens of thousands of dollars per post—and not all are paid, with some posting out of personal conviction. Professor Chesko, known as The Speech Prof on Instagram and TikTok with over 1.7 million followers, publicly rejected large payments to oppose the tax but accepted smaller compensation from the tax backers, emphasizing his personal stance remained consistent.

The campaign pushing for Proposition 40 has claimed success on social media despite being heavily outspent. Suzanne Jimenez, chief of staff for SEIU-UHW, the healthcare union supporting the tax, said their content has had a stronger impact compared to the opposition’s.

Meanwhile, voter sentiment appears to be leaning against the tax. A recent poll by UC Berkeley’s Institute of Governmental Studies found that 50% of likely voters oppose Proposition 40, with only 42% in support, marking a notable decline.

Some influencers support Proposition 42, a measure that would prohibit new taxes on retirement holdings and personal savings and could block the billionaire tax if both measures pass. Karen Clay-Fenderson, a Los Angeles-based retiree and influencer, disclosed payment for promoting Prop. 42 and expressed personal concern about protecting retirement funds, while emphasizing she does not direct how her followers should vote.

California law requires political influencers to disclose paid endorsements, with recent legislation introduced by Governor Gavin Newsom imposing fines up to $5,000 per violation. Social media platforms have their own policies; Instagram permits paid political advertising, while TikTok bans it, though enforcement remains inconsistent.

Campaign representatives emphasize that influencers play a vital role in helping the public understand the stakes of the upcoming election. Nathan Click, spokesperson for Proposition 42, noted that creators are crucial in reaching audiences and maintaining transparency in political conversations.

As the race over Proposition 40 intensifies, the growing influence of social media personalities underscores the shifting terrain of political campaigns in California and beyond.