Once dismissed as entertainers, today’s digital creators—on TikTok, YouTube, Twitch, and beyond—are reshaping how young people perceive power, truth, and belonging. Their audiences don’t just follow; they trust them, forming parasocial relationships that rival traditional political loyalties. This session asks: how does the rise of content creators change the political arena, and how do political actors need to adapt to reach young voters?

With voices from agencies like Sandor Madovy of Amplify:Good (tbc), strategist Lily Blaudszun (365Sherpas), Ben Tufft from NATO and Lambertus Robben of EUMadeSimple, we’ll unpack how creators drive narratives, build communities, and redefine credibility for a new generation. The session will explore:

• How creators cultivate trust and authority outside traditional media or party structures

• The emergence of young “power brokers” who move audiences more effectively than many politicians

• The democratic risks and opportunities of parasocial influence

• What campaigns, civil society, and institutions can learn from the creator playbook

Participants will gain a grounded understanding of how to collaborate with, learn from, or critically engage this new ecosystem of influence—where politics increasingly happens between the feed and the follower.