Tom Steyer Campaign Relied More on Paid Influencers Than Other Candidates

If you’ve spent any time scrolling through your FYP while stuck in gridlock on the 405 or grabbing a cold brew in Silver Lake, you’ve probably noticed that the line between a genuine recommendation and a paid advertisement has completely evaporated. In Los Angeles, the global epicenter of the “creator economy,” this blur is just part of the scenery. But when that blur shifts from skincare routines to the race for the Governor’s mansion, it stops being a marketing quirk and starts becoming a question of democratic transparency. The latest reports regarding Tom Steyer’s campaign for governor suggest a strategy that leans heavily—perhaps more than any candidate in recent memory—on the shoulders of paid influencers to bypass traditional political scrutiny.

The strategy is a fascinating, if somewhat cynical, evolution of the political ground game. Instead of focusing solely on door-knocking in neighborhoods like Boyle Heights or hosting town halls in the Valley, the Steyer campaign has pivoted toward a digital-first approach that treats voters like consumers. According to recent campaign finance filings and reports, the campaign has been deploying a tiered payment system for content creators. On one end, you have high-profile partnerships, such as the $10,000 payout to creator Isaiah “Zay Dante” Washington, whose usual beat of pop culture and sports suddenly shifted to an interview about capitalism and billionaire wealth. On the other end, there’s a more granular, “micro-influencer” approach, with offers as low as $10 per video, supplemented by bonuses tied to view counts.

The Illusion of Authenticity in the Digital Agora

What makes this approach particularly potent—and problematic—is the pursuit of “perceived authenticity.” When a voter sees a polished 30-second TV spot, their internal “political ad” filter activates immediately. They know they are being sold a version of a candidate. However, when a creator they’ve followed for years posts a “casual” video discussing why a billionaire environmental activist is actually the best choice for California, that filter often stays off. This is what critics are calling a “predatory tactic,” as it harvests trust from a creator’s community to serve a political agenda without the explicit, immediate clarity that a “Paid for by…” disclaimer usually provides.

From a regulatory standpoint, this puts the campaign in a precarious position with the California Fair Political Practices Commission (FPPC). While campaign finance laws require the reporting of expenditures, the presentation of those expenditures on social media is a gray area. The Federal Trade Commission (FTC) has long demanded that influencers disclose paid partnerships with brands using tags like #ad or #sponsored, but the enforcement of these rules in the high-stakes world of political campaigning is often lagging behind the technology. When a campaign memo explicitly instructs creators to “acknowledge and relate to voters’ concerns” about a candidate’s wealth while simultaneously pivoting to a scripted talking point, it transforms a personal endorsement into a paid script.

This tension is especially palpable here in Los Angeles, where the disparity between the billionaire class and the average renter is a daily, visceral experience. For many residents, the idea of a billionaire utilizing a fleet of paid creators to “relate” to the struggle of young people feels less like outreach and more like a curated performance. It raises a critical question about the future of local governance: are we moving toward a system where the candidate with the largest “creator budget” can effectively manufacture a grassroots movement?

The Second-Order Effects on Local Discourse

Beyond the immediate ethics of disclosure, there is a broader socio-economic effect on how political information is consumed in Southern California. When political discourse is outsourced to influencers, the depth of the conversation tends to flatten. Complex policy discussions regarding California’s housing crisis or water rights are condensed into 60-second clips optimized for the algorithm. We are seeing a shift where “vibes” are replacing platforms. If a candidate can hire enough creators to project a specific aura of competence or empathy, the actual minutiae of their legislative record becomes secondary to the aesthetic of their digital presence.

Academic institutions like the University of Southern California (USC) have long studied the impact of digital media on civic engagement, and the Steyer model is a textbook case of “astroturfing”—the practice of masking the sponsors of a message to make it appear as though it originates from and is supported by grassroots participants. When this happens on a massive scale across TikTok and Instagram, it doesn’t just mislead the individual voter. it pollutes the entire digital ecosystem, making it harder for truly organic local movements to be heard over the noise of paid amplification.

If you’re interested in how these dynamics play out across different districts, it’s worth looking into our local government insights to see how traditional campaigning is fighting back against the digital tide.

Navigating the New Political Landscape: A Resource Guide

Given my background in analyzing the intersection of media, law, and public policy, it’s clear that this trend toward “influencer politics” is only going to accelerate. Whether you are a local business owner worried about how these narratives affect your community, a community organizer trying to cut through the noise, or a creator who has been approached with a “political opportunity,” the legal and ethical landscape is a minefield. If this shift toward undisclosed political influence impacts your professional or civic life in Los Angeles, you shouldn’t rely on a TikTok video for advice. You need specialized local expertise.

Depending on your situation, here are the three types of local professionals you should seek out to protect your interests and ensure transparency:

Campaign Finance & Election Law Attorneys

Not all lawyers understand the specific nuances of the FPPC or the California Political Reform Act. You need a specialist who can audit digital contracts and ensure that any “sponsored content” meets the strict legal requirements for political disclosure. Look for firms that have a proven track record of representing candidates or PACs in California state elections and who can provide a definitive “compliance roadmap” for digital assets.

Digital Ethics & Transparency Consultants

For creators and organizations, the risk isn’t just legal—it’s reputational. A digital ethics consultant helps you navigate the “trust economy.” When hiring, look for professionals who specialize in “algorithmic transparency” and have experience developing disclosure frameworks that satisfy both the FTC and the expectations of a skeptical audience. They should be able to help you maintain your authenticity while engaging in paid partnerships.

Crisis Communications Specialists (Political Focus)

When a campaign is accused of using “predatory tactics,” the fallout can be swift. If you are managing a brand or a public figure in the LA area, you need a PR expert who understands the specific cultural triggers of the Southern California electorate. Look for specialists who have experience in “rapid response” and who prioritize factual correction over mere spin, as the modern LA voter is increasingly adept at spotting the latter.

Ready to find trusted professionals? Browse our complete directory of top-rated political legal services experts in the Los Angeles area today.