The White House is arming dozens of online creators with information about Biden’s State of the Union address

Dozens of digital creators are being briefed on President Joe Biden’s Thursday speech ahead of his State of the Union address, the administration has confirmed to WIRED.

Nearly 70 creators, digital publishers and influencers are set to meet with the administration to spread the White House’s message on social media. Some were briefed on Wednesday, but more people are expected to attend the events on Thursday. The creators have a combined audience of over 100 million followers across various platforms. The administration is hoping to use that larger digital audience to reach voters who might not hear Thursday’s speech.

Topics such as student loan relief and the president’s economic agenda were discussed with creators on Wednesday, attending creator and Democratic digital strategist Johnny Palmadessa told WIRED. Wednesday’s briefing also included other influential people like Keith Edwards and @emilyinyourphone.

“The event provided a valuable opportunity to meet digital leaders who have been active on various platforms over the past four years,” said Palmadessa. “Meeting other activists, strategists and influencers in person was inspiring.”

Vice President Kamala Harris is also expected to meet creators and digital publishers at an impressive luncheon Thursday afternoon. A White House spokesperson said the event was supposed to complement the president’s traditional State of the Union luncheon with the television media.

Over the past few years, the White House has made a concerted effort to build relationships with influencers popular on platforms like Instagram and TikTok. In 2022, around 30 TikTok creators met the administration on Zoom for a briefing Russia’s invasion of Ukraine, Since then, he has played a key role in spreading the President’s message through non-traditional venues. Hosted by the White House Office of Digital Strategy more than 400 present At his impressive Christmas party last December.

Biden’s re-election campaign is also ramping up its digital operations. In January, the campaign joined TikTok for the first time, shrugging off criticism that the platform could be used by the Chinese government to spy on Americans. Prior to the launch of the account, the campaign maintained a presence on the app through its network of influencers. On Sunday, WIRED reported that the team has brought on four new hires, including two digital persuasion operators. This marks the first time that the State of the Union address will be officially livestreamed on the President’s @POTUS account on Instagram.

“We’re in a new phase of the campaign where people are connecting, and we want to make sure we can reach people in as many places as possible,” Rob Flaherty, deputy campaign manager for the Biden campaign, told WIRED. month.

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