At President-elect Donald Trump’s victory party Tuesday evening, Ultimate Fighting Championship (UFC) President Dana White took a moment to express his gratitude. White’s shoutouts included a roster of internet sensations: “The Nelk Boys, Adin Ross, Theo Von, Bussin’ with the Boys, and last but not least, the mighty and powerful Joe Rogan.”
This list, while diverse, shares a common trait: they’re popular lifestyle influencers, comedians, and streamers with massive audiences on YouTube and TikTok. Their shows are less about politics and more about sports, dating, gaming, or casual banter, yet their reach is undeniable—clips from these platforms gather billions of views, particularly among young men.
Unlike conservative figures like Charlie Kirk or Candace Owens, these content creators are hardly traditional political voices. They rarely discuss politics directly, but when they do, it doesn’t align with any strict ideology.
Both Rogan and Von, for example, have welcomed guests like Bernie Sanders, even while endorsing Trump and Vice President-elect JD Vance.
What unites them is a skepticism of authority, a sense that politicians can’t be trusted, and a dedication to their brands as rebellious outsiders. This mindset resonates with Trump’s own positioning as a disruptor determined to “drain the swamp,” appealing to audiences who see themselves reflected in this distrust of the establishment.
For Democrats, this audience represents a challenging new landscape. It’s not that these young men are driven by traditional political motives; their loyalties lie more with personalities than policies. The key to this influence isn’t ideology but lifestyle—politics as an undercurrent, subtly woven into a relatable, entertaining brand.
Attempting to create a “liberal Rogan” might miss the mark, as Rogan’s success lies not just in his views but in his brand’s authenticity and anti-establishment tone.
As young men turn right at an unprecedented rate - a 30-point shift between 2020 and now, according to The Associated Press - the problem for Democrats is more cultural than political. If they hope to reach this demographic, they’ll need to understand not just the politics, but the entire culture of self-identification that’s been shaped by these creators and the vast, digitally connected world they’ve helped to build.
* Politico contributed to this article.