Former New York City Mayor Mike Bloomberg is paying influencers to boost him on social media and has contracted a social media company to post content on Instagram.
Last week, The Daily Beast reported that Bloomberg’s campaign offered influencers a $150 fee to create content that “tells us why Mike Bloomberg is the electable candidate who can rise above the fray, work across the aisle so ALL Americans feel heard & respected.”
The campaign is using Tribe, “branded content marketplace,” to reach influencers who have between 1,000 and 100,000 followers.
“Are you sick of the chaos & infighting overshadowing the issues that matter most to us? Please express your thoughts verbally or for still image posts please overlay text about why you support Mike,” the campaign’s page says, urging influencers to “Show+Tell why Mike is the candidate who can change our country for the better, state why YOU think he’s a great candidate.”
Bloomberg targets Instagram:
Bloomberg also contracted Meme 2020, run by Jerry Media chief Mick Purzycki, to flood Instagram with Bloomberg content, The New York Times reports.
Multiple accounts associated with the company posted fake direct messages from Bloomberg supposedly asking them to post content that makes him look “cool.”
“Mike Bloomberg 2020 has teamed up with social creators to collaborate with the campaign, including the meme world,” Bloomberg campaign spokeswoman Sabrina Singh told The New York Times. “While a meme strategy may be new to presidential politics, we’re betting it will be an effective component to reach people where they are and compete with President Trump’s powerful digital operation.”
Bloomberg posits memes as foil to Trump:
“We’re trying to be innovative with how we’re translating the campaign message on social, trying to do it how the internet actually works,” a Bloomberg campaign aide told The Times. “Tweeting from @mikebloomberg is a very 2008 strategy.”
“The way Trump’s campaign is run is extremely social first,” the aide added. “We’re trying to break the mold in how the Democratic Party works with marketing, communication and advertising, and do it in a way that’s extremely internet and social native.”