DALLAS — As the Republican National Convention unfolded in Dallas this week, social media influencers aligned with conservative politics faced the challenge of promoting a party message that clashed with the lived experiences of many Americans. While the convention highlighted a prosperous economy and featured President Donald Trump dismissing the nation’s affordability crisis as “fake,” influencers expressed concern that this portrayal did not resonate with their audiences, many of whom continue to struggle economically.
More than 100 creators were invited by the Republican National Committee (RNC) to cover the convention, receiving premium seating and special credentials that facilitated access to party leaders. Among them was Lydia Shaffer, known online as “Conservative Barbie,” who noted the discord between the upbeat official narrative and the ongoing hardships faced by many Americans. “Honestly, people are still hurting right now,” she said, emphasizing that conservatives typically excel at addressing problems directly, a skill she felt was underutilized during the convention.
Many influencers concentrated on selective issues they believed most engaged their followers. Bogdan Laurentiu, with over 700,000 followers, chose to focus on immigration rather than economic topics such as rising costs. Similarly, Shaffer opted to emphasize the camaraderie and energy at the event, sharing photos and videos that captured moments with fellow influencers and a tribute to Charlie Kirk, the prominent conservative online figure who was assassinated a year earlier. Shaffer expressed hope that the convention’s atmosphere might help unify a party she described as increasingly fractured.
The influence of social media content creators has been pivotal to the GOP’s outreach strategy over the past decade, particularly in engaging younger voters—a demographic that polls show is increasingly skeptical of Trump and the Republican Party. A May Times-Siena poll indicated a 76 percent disapproval rate for Trump among young voters, with many reporting negative personal impacts from his policies. The convention, with the midterm elections less than two months away, aimed to galvanize support for Republican candidates in competitive races, which will be crucial if the party intends to maintain control of both the House and Senate.
Notably, the second day of the convention coincided with the anniversary of Charlie Kirk’s death. Some leaders from Turning Point USA, the organization Kirk founded, chose to honor his memory with a live broadcast from Arizona rather than attending the convention. Andrew Kolvet, a close associate of Kirk, invited other conservatives and influencers to join him in remembering Kirk inside the organization’s studio, downplaying the significance of the separate events.
Amid the convention’s activities, influencers engaged in various forms of content creation and promotion. Xavaier DuRousseau, who commands a significant social media following, capitalized on moments that criticized Democratic figures such as Michigan Senate candidate Abdul El-Sayed. Others highlighted potential future Republican candidates, including Vice President JD Vance. Some influencers used creative means, such as AI-generated videos of Trump proposing a "Trump Dividend"—a large-scale payment plan promised to Americans if Republicans retain Congress, a proposal that has sparked debate across political lines for its economic implications.
However, not all responses were uniformly supportive. Far-right activist Laura Loomer criticized speakers at the convention for failing to amplify anti-Muslim rhetoric, reflecting ongoing tensions within conservative ranks over messaging priorities.
Despite these divisions, Shaffer remained hopeful that the Republican National Convention would galvanize the party. “It’s happening,” she said, sensing an atmosphere of renewed energy and potential unity among the diverse figures populating the convention floor.