The Political Role of Social Media Influencers: Strategies, Types, and Implications for Democracy—An Introduction

Social media influencers (SMIs) have become influential communicators of political and socially relevant content, especially among younger audiences increasingly disengaged from traditional news. While originally focused on commercial marketing, many SMIs now address topics such as elections, policy debates, and social justice issues. These messages are often shared strategically—to expand reach, maintain authenticity, or express personal convictions. We argue that SMIs should be seen as strategic providers of political content, raising important questions about their role in shaping public discourse and democratic engagement. In this introduction to the special issue, we present a conceptual framework based on three key dimensions: the Density of Political Content, the Style of Presenting Political Content, and the Proximity of Political Content to political actors, ideologies, or institutions. Based on these dimensions, we outline six influencer prototypes to support a more systematic understanding of their political communication. The articles in this issue explore these types and their democratic implications.