• What actually does matter to them?
  • Who do they trust?
  • What issues are most likely to get them to spring to action?
  • What’s the best approach and messenger to deliver the information on those issues?

Of the most surprising discoveries was that celebrities and influencers were the absolute least trusted source of information on politics. Even when asked who their most trusted celebrity is, about half still said no one. Killer Mike and Trevor Noah specifically were among the most mentioned trusted celebrities because they fall into a different category. They’re viewed as “Experts On Issues” – this category being among the most trusted sources of info.

Collective found that this Untapped group values consistent and genuine expertise over popularity. Both Democrat and Republican parties have leaned heavily on celebrity alignment and endorsements as an entry point to this target audience. The findings show this is an ineffective way to sway their vote.

To learn more about how both parties can use the learnings of this research to sway the Untapped voter, head over to Complex Networks’ Collective .

About Complex Networks
Complex Networks, formed from the acquisition of Complex Media Inc. through a joint venture by Verizon and Hearst, is a global lifestyle brand and media company and one of the most influential voices in popular culture today. Complex Networks’ digital channels, which include Complex, First We Feast, Pigeons & Planes, Sole Collector, and more, is a Top 10 publisher in the U.S. for social engagement on channels like Facebook and YouTube. A diversified and profitable media business with premium distribution partners such as Netflix, Hulu, Pluto TV, Roku, and iFlix, Complex Networks’ original content exemplifies convergence culture, exploring topics that span across popular culture from music to movies, sports to video games, fashion to food.

Complex Networks develops and distributes original programming for its channels and through output deals with premium distributors. The company cultivates content that spans across popular culture from music to movies, sports to video games, fashion to food, reaching the coveted 18-24-year-old male audience. In 2016, the company launched ComplexCon in Long Beach, California, to bring the “Internet to life.” The annual event attracts over 200 culture-shifting brands and over 60,000 digitally savvy attendees to the two-day cultural festival.

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SOURCE Complex Networks

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