Democrats seek to win over young male voters in the US, but how to do so remains up for debate

NEW YORK – The Democratic Party has made no secret of the need to reconnect with young male voters, a demographic that drifted towards Republican Donald Trump in the last presidential election and will be key in the 2026 midterms.

But a year before the elections that will determine who controls the US Congress, the party has yet to land on a central strategy to do so, according to interviews with a dozen party strategists, officials and left-leaning influencers.

They described a party well-aware of its shortcomings with young male voters but also handicapped by the lack of a centralised approach as groups experiment with messaging and strategy.

The critiques, in many ways, mirror those directed at the Democratic Party more broadly, as it has struggled to counter the Trump White House.

The September assassination of conservative activist Charlie Kirk, and the renewed attention it brought to his student group, served as a stark reminder of the challenges faced by Democrats in catching up with Republicans who have spent years building cultural connections with young men, strategists said.

Mr Kirk, co-founder of Turning Point USA, has been credited by Mr Trump with boosting support from young voters in the 2024 election. Among young men, Mr Trump’s share of votes cast jumped to 46 per cent, up seven points from 2020.

Since Mr Kirk’s death, Turning Point has received over 120,000 inquiries to start new chapters on high school and college campuses.

“You’re going up against a GOP ecosystem that’s a well-funded, well-oiled machine,” said Mr Chris Mowrey, a 23-year-old Democratic influencer.

“What Kirk did, what (conservative podcaster) Ben Shapiro and any of those people do, those are projects that take a lot of people, funding, equipment to travel. In Democratic circles, that well-oiled machine doesn’t exist.”

In hopes of catching up, Democrats are testing everything from ads about beer prices to influencers taking tours of the Capitol, while party heavyweights have begun appearing on podcasts that appeal to young men – a key element of Mr Trump’s 2024 strategy.

So far, the approach has largely been one of trial and error, said Mr Sam Drzymala, partner at At Dawn Campaigns, a Democratic-aligned digital media consultancy.

“There isn’t really anyone in charge without a sitting president,” Mr Drzymala said. “Usually people are just trying stuff and seeing if they can get something going.”

Mr Tim Hogan, senior adviser for messaging, mobilisation and strategy at the Democratic National Committee, said the DNC knows that messaging young men about the economy works and defended his party’s varied approach.

“Democrats are seizing on Trump’s vulnerability by showing up where young men spend their time, engaging with voices they trust, and talking about issues they care about,” Mr Hogan said. “That work doesn’t happen overnight, but we’re putting the time, money, and energy into winning back this critical demographic.”

Playing catch-up

The DNC launched its influencer programme in 2024, aiming to build relationships with content creators in sports, gaming and fitness subcultures who are active on TikTok, X, Twitch and other platforms. It sought to produce content that aligned with Democratic values without relying on scripted talking points.

It was playing catch-up with a Republican party that for years invested in content creators that appeal to young men by talking about everything from sports to philosophy.

“The right-wing ecosystem is incredibly coordinated,” said Matt Rein, director of influencer and creative partnerships at the DNC. “They are sending out almost carbon-copy messaging on a day-to-day basis.”

A spokesperson for the Republican National Committee did not respond to a Reuters request for comment about its media strategy.

One area Democrats are investing in is digital ads. A recent ad from the Democratic Congressional Campaign Committee, launched over Labor Day weekend, targeted men aged 18 to 44 in 35 swing districts with an economic message.

“This Labor Day, Republicans are making the price of beer soar,” the ad read, superimposed over a hand popping open a beer can. 

Then there are podcasts. Prominent Democrats including Governors Gavin Newsom and Josh Shapiro as well as Senator Bernie Sanders and former Transportation Secretary Pete Buttigieg have appeared on popular podcasts where they can get away from stump speeches often viewed as scripted and inauthentic, and in some cases spar with right-leaning hosts.

California Governor Gavin Newsom hosted Kirk and Trump ally Steve Bannon on his podcast in 2025.

“Young men are looking for someone they can have a beer with – someone relatable,” said Democratic strategist Joe Jacobson. “Democrats have good policies, but if your messenger has the charisma of watching paint dry, it doesn’t matter.”

Some groups are betting on visceral, visual messaging.

The Progress Action Fund, led by Mr Jacobson, produces viral videos aimed at young men. One video, titled “Kidnapping Your Girlfriend”, depicts a woman being abducted by masked men, followed by a white-haired figure declaring: “I’m your Republican congressman. Now that we’re in charge, we’re rounding up illegals.”

Each video costs US$35,000 (S$45,300) to produce.

Others are turning to streamers. On Sept 1, Democratic Congressman Maxwell Frost gave a tour of the US Capitol to Mr Darren Jason Watkins Jr., known online as IShowSpeed, a Twitch streamer with tens of millions of followers across platforms.

Mr Drzymala said streamers offer a unique opportunity to build emotional bonds with young men. “It’s a central place where men are congregating,” he said. “A lot of men are looking for peer groups and community, and live streamers create community.”

Others said the current Democratic approach, with various groups competing for funding or market share, can lead to breakthroughs and success, so long as it feels fresh.

“If the answer that we bring looks and feels like just doubling down on status quo messages and approaches,” said Democratic strategist Jesse Ferguson, “it’s not going to work.” REUTERS