Outline:
Last summer, Alex Bruesewitz, a 28-year-old former campaign assistant to Donald Trump, offered the president some fresh suggestions:reclassify marijuanaas a less hazardous substance. “Almost 70% of Republican voters back Trump on this. No doubt!,” he stated to over 640,000 followers on X.
What Bruesewitz omitted from the post: A political action committee backed by the leading figures in the legal marijuana industry had recently compensated him with $300,000.
The resurgence of Trump in the White House has reshaped the federal government and disrupted thebusiness of lobbying, establishing a new type of Washington professionals who mix the boundaries between advisory work, activism, and media reporting.
Companies and international entities that previously mainly used paid lobbyists to present their arguments to legislators and government officials are now investing funds to have their issues supported by a group of young, conservative influencers who are known to have close ties with Trump’s team.
A group of Gen-Z social media experts, many of whom were too young to vote when Trump first declared his presidential campaign, are benefiting from the opportunities available. They aren’t employed by conventional news organizations and therefore aren’t restricted by traditional newsroom ethical guidelines, such as the usual rule against receiving gifts valued over $25. They aren’t required to adhere to disclosure regulations that apply to high-funding super PACs or lobbyists. Additionally, they have a significant audience interested in pro-Trump perspectives, which presents a valuable opportunity for those aiming to influence both Washington and the general public.
Over the past year, Israel has planned to allocate $900,000 for an influencer campaign targeting a U.S. audience, as disclosed in official documents, while the country works to counter unfavorable opinions on the right. Prime Minister Benjamin Netanyahu has met with conservative social media personalities during at least two of his visits.
Influencers have received thousands of dollars from the solar energy and health sectors to promote their agendas, as reported by individuals who have been offered or engaged in these arrangements. Qatar, beverage companies, and other entities have sought out those with significant online political influence.
MAGA advocates are transforming access to the White House into profitable new ventures. Former Trump campaign manager Brad Parscale has shifted from political campaigns to managing a leading company that focuses on linking influencers with businesses and others eager to pay for their content.
Bruesewitz’s statements brought focus to the issue of reclassifying marijuana. In August, boxer Mike Tyson shared Bruesewitz’s comments, which suggested that reclassification would be “well received.” In October, Bruesewitz, who is not part of the administration and is employed by a political organization supporting the president, told The Free Press that it would be a “politically smart move.”
In December, Trump disregarded concerns from Republican legislators anddirected the federal government to reclassify the drug.
A representative from the White House stated, “It’s crucial that we connect with Americans where they are and permit media outlets from various ideological backgrounds to report on the White House,” adding that the administration “is adjusting to the evolving media environment in 2025.” White House press secretary Karoline Leavitt mentioned that Trump received input from numerous individuals aboutreclassifying marijuanaand concluded that taking the action was “the best policy and political choice for the nation.”
Party by the pool
One of the top historic donors to Washington lobbying, Qatar, is implementing an influencer approach that seems to be yielding results. In November, it organized trips to Doha for various pro-Trump social media figures, offering them opportunities to meet with members of Congress who were also present and celebrities—along with VIP Formula One tickets providing access to the paddock, which typically cost over $10,000 each.
Thanksgiving is taking a different shape this year,” former journalist Caitlin Sinclair posted on Instagram, accompanied by an image of a sparkling hotel pool at night, and the exterior of a Qatari location of Cipriani, the renowned New York Italian restaurant, where guests inside enjoyed oysters while a woman in a sequined outfit performed “Stand by Me.
Individuals who traveled to Doha mentioned they weren’t compensated for sharing particular messages regarding the trip, although some provided positive feedback. Rob Smith, a veteran and openly gay pro-Trump commentator, posted an Instagram photo of himself smiling beside Serena Williams. “To be honest, I had no idea that [Doha] was such a cultural center,” he wrote in the caption.
In a subsequent post following the trip, Smith, who has nearly half a million followers on X, mentioned that his visit was “eye-opening” and expressed his desire to assist “in keeping America strong by understanding and showcasing the unique and beneficial military and financial alliances we have with Qatar.”
After Trump supporter Laura Loomer, who is critical of Qatar,posted online regarding the influencersWho went on the trip and sparked doubts about whether they were “supporting Hamas and the Muslim Brotherhood,” Smith faced a surge of online criticism.
I believe it was an effort to discredit anything I might say in the future,” Smith stated, noting that he felt it would be beneficial for him “to go and see things firsthand.
The journey “offered a chance to obtain direct understanding of Qatar and to pose questions to Qatari people, instead of depending on incorrect or deceptive stories,” stated Ali Al-Ansari, a representative from the Embassy of Qatar in Washington.
Loomer herself has been alleged to have been compensated for some of her rolesHowever, she has denied receiving money for particular social-media posts. She has obtained financial support from individuals who share her political views, according to sources aware of the situation.
Influencer campaigns combine elements of political lobbying with conventional advertising. However, since the individuals involved communicate directly with their audience, they often come across as more relaxed and genuine compared to traditional methods. According to experts in campaign finance, people react differently to advertisements than to messages they perceive as genuine opinions.
“It’s quite simple for a foreign or corporate interest group to greatly influence Americans’ opinions on political matters behind the scenes if they can spread their message via a network of influencers,” said Brendan Fischer, director at the nonprofit Campaign Legal Center.
Attention from White House
The efforts often aim to shape decisions made in the White House.
While numerous conventional advocates and thethe press have had their access to Trump restrictedDuring his second term, Trump’s advisors monitored the activities of specific online influencers, bringing them to the West Wing for meetings with Cabinet members and senior White House figures, including Leavitt, the press secretary.
Individuals who maintain a strong connection with Trump’s assistant Natalie Harp and other White House personnel can earn significantly more per post, with some making thousands of dollars extra, as reported by someone knowledgeable about the industry. When Harp observes a particular policy gaining traction among influential social media personalities, she often prints out the associated posts and shares them with the president to illustrate the sentiments of key supporters.
Lobbyists and public relations experts based in Washington who engage influencers mentioned that campaign costs can vary from a few hundred dollars per post to tens of thousands. Certain well-known accounts have increased their per-post earnings by two or three times since the Trump era, due to rising demand.
Sinclair, aged 29, was given $67,500 in the last year by the MAHA PAC for producing videos on topics relevant to the movement associated with Robert F. Kennedy Jr., as stated in the group’s financial reports. “Content creators currently have the spotlight,” she mentioned in an interview. “By 2026, I think attention will become the key to influence.”
CJ Pearson, a 23-year-old conservative who provided guidance to the Trump campaign on engaging younger voters, maintains frequent communication with high-ranking Trump officials, such as Defense Secretary Pete Hegseth, and considers Leavitt a close friend. He exchanged messages with Dan Bongino, the former deputy director of the FBI who recently resigned, regarding football at the University of Alabama, where he left college several years ago.
The Solar Energy Industries Association employed him to advocate for solar energy among conservatives, following Trump’s frequent criticisms of renewable energy. In a September video, standing by a sunny window, Pearson stated that solar represents the ultimate symbol of freedom, likening reliance on electricity to the pandemic restrictions from Biden’s administration.
“There is a natural tendency among conservatives to oppose” solar power, Pearson stated in an interview, highlighting Republican actions aimed at reducing tax incentives for renewable energy.
The solar initiative did not alter policy, yet Pearson has secured numerous agreements, leading him to establish his own company to link colleagues with businesses looking for influence. “I’ve never witnessed greater interest in collaborating with creators than at this moment,” he stated.
He has marked the expansion of his business with extravagant parties, including a costume-themed event at a nightclub in Washington during Halloween weekend, where “Hustlin'” rapper Rick Ross performed and Pearson distributed orange-and-black MAGA hats. (One White House official showed up wearing a reflective construction vest labeled “BALLROOM CONSTRUCTION TEAM,” the)Daily Mail reported.)
Engaging with influencers “is likely the most effective use of time you can invest as a policy expert or campaign strategist,” said Sean Spicer, former press secretary for Trump, who now hosts a daily live-streamed news program on YouTube.
Federal law requires lobbyists and political action committees to register with the federal government and provide details about their spending, but many regulations do not apply to social media influencers, who have a growing and unclear influence in politics.
Occasionally, companies reveal that they are compensating influencers in a broad manner without specifying the individuals who receive the funds.
Numerous interactions with influencers are facilitated through unofficial agreements with minimal written documentation, according to influencers and lobbyists.
Influencers receive payment while also serving as sources of information and supporters of the president. The regulations that are applicable to influencers, like Federal Trade Commission guidelines requiring paid advertisements to be clearly identified, are not strictly followed.
Influencer Debra Lea, aged 25, gained online popularity following a video that critiqued contemporary feminism. At different points, she has served as a consultant to government figures, such as House Speaker Mike Johnson (R., La.); posed questions to administration officials during White House briefings as part of the White House-approved “new media”; and received compensation for promoting various entities, including the solar energy sector and the prediction market site Kalshi. She regularly appears as a guest on Fox News and has been featured as a “brand voice” for the Parler social media platform.
In an interview with The Wall Street Journal, she mentioned that her highest earnings from a single deal were over $20,000 for representing them during popular TV shows, though she did not reveal the company’s name.
She temporarily disagreed with Johnson after receiving payment from the solar industry to attempt to preserve credits in the GOP’s large bill. “The Big Beautiful Bill moving through Congress is indeed big, but it could be much more beautiful,” she stated in a video. The legislation, enacted on July 4, eliminated the solar tax credits.
In November, Trump shared that one of Lea’s Fox News segments was “GREAT.” Multiple colleagues within the administration contacted her to offer congratulations, she mentioned.
“I became a girl boss and climbed to the top, literally from TikTok to the White House,” Lea said in the interview.
She has stated that she is not concerned about the ethical implications of working across numerous areas. The main issue, she mentioned, could be that because she is engaged in so many different fields, she might not be seen as an expert in any single topic. “My challenge lies in being overextended by trying to do everything,” Lea said.
Her representative, Reid Pakula, mentioned that the majority of agreements his firm, IF Management, enters into with political influencers fall between $5,000 and $20,000 per post.
NASA and marijuana
Individuals who had personal interests prior to Trump have also begun exploring an influencer approach.
After billionaire Jared Isaacmanwatched the administration withdraw his nomination to serve as NASA administrator following Trump’s conflict with Elon Musk, he invited independent pro-MAGA commentators Benny Johnson and Nick Sortor to a private hangar in Montana where he stores a collection of fighter jets.
Although his allies urged him to seek re-nomination, Isaacman gave Johnson and Sortor flights in the jets and showed them around his private, Star Wars-inspired “cantina” bar that offers a view of the aircraft. “It was one of the best days of my life,” Johnson mentioned in a video he shared online.
In the weeks following the journey, Johnson and others pushed for Isaacman’s re-nomination online. Johnson referred to him as “the man who could save NASA.” Isaacman stated that he only compensated the individuals for the trip and the expenses of flying the jets. He was eventuallyrenominated by Trumpand in December it was confirmed that they would run the agency.
For years, businesses have tested compensating influencers, but Trump’s 2024 campaign aimed at returning to Washington, which was supported in part by social media, increased the scope of these initiatives.
In July 2024, a political group supporting a ballot measure to legalize marijuana in Florida compensated former entertainment attorney and commentator Rogan O’Handley $59,000, as disclosed in their records. O’Handley, who has over 10 million followers on various platforms under the handle @DC_Draino, expressed support for Trump reclassifying the drug on August 8, 2024. He stated that a legalization policy would help Trump attract a large number of young voters, according to his post on X. On August 26, the pro-marijuana campaign provided him with an additional $105,000.
O’Handley stated in a release that the funds “were intended for several posts on my Instagram (not X) and I clearly mentioned on every post that it was sponsored.” He further noted, “I have long supported the decriminalization of marijuana.”
Soda pitch
The Democratic Party has experienced only modest achievements in creating an alternative network of influencers. The Biden-Harris 2024 campaign has engaged influencer companies, and Democratic advisors are working to establish a community of influencers that promote progressive values. Organizations like Chorus and Double Tap Democracy are aiming to nurture and educate a fresh wave of influencers within the left.
Meanwhile, foreign governments are focusing on attracting and employing individuals with the correct affiliations.
Israeli Prime Minister Netanyahu has met with American podcasters and influencers on at least two occasions in the last year. In April, he hosted discussions at Blair House, located near the White House, where participants included Spicer, MAHA advocate Jessica Reed Kraus, and podcaster Tim Pool. During these meetings, he advocated for U.S. involvement in Iran, a policy that Trump later implemented in June.
During a September meeting at the Israeli Consulate in New York, coinciding with the United Nations General Assembly, Netanyahu urged influencers to counter anti-Israel sentiment on the right. “We need to fight back. How do we fight back? Our influencers,” Netanyahu stated, as reported in a video shared on Instagram by Lea, who was present. “That community is very significant.”
In September, a newly established company named Bridges Partners registered as a foreign agent on behalf of the Israeli government and revealed intentions for a $900,000 campaign targeting influencers called the “Esther Project.”
The initiative, which began in the summer of 2025 and was set to run until the year’s end, could reach a monthly expense of $250,000 at its peak, according to regulatory filings.
A spokesperson for the Israeli government did not provide a statement in response to an inquiry.
An increasing number of well-known Republicans are starting new ventures that compensate influencers. One such company, Urban Legend, offers a unique platform where influencers can access a range of options for politically affiliated sponsored content. The company’s leader,Ory Rinat served as a specialized government official.During the initial months of the administration, but has since departed, White House officials stated.
The inner workings of the new influence campaigns became public in March when Influenceable, a company co-founded by Parscale that employs conservative influencers, reached out to multiple X accounts, requesting them to speak out against efforts in several states to ban the use of food stamps for purchasing soda. The request from Influenceable asked recipients to post about “the dangers of government overregulation” when it comes to restricting soda through food assistance programs, and offered compensation of up to $1,000. One of the suggested posts included an image of Trump drinking Diet Coke while in a golf cart.
Several influencers accepted the offer, resulting in a noticeable surge of online posts about soda—until Sortor, the pro-MAGA commentator,posted the pitchAccording to Influenceable online, this was considered a deceptive strategy designed to influence individuals. It prompted certain accounts to remove their posts related to the topic. The company refused to provide any statement regarding the initiative or reveal the client funding it.
“The eyes have shifted to social media, so more funding is now directed towards it,” Parscale stated.
Write to Maggie Severns atmaggie.severns@wsj.com, Natalie Andrews at natalie.andrews@wsj.com, Josh Dawsey at Joshua.Dawsey@WSJ.com and Eliza Collins at eliza.collins@wsj.com